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Employer branding

About: Employer branding is a research topic. Over the lifetime, 1555 publications have been published within this topic receiving 54897 citations.


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Journal ArticleDOI
TL;DR: In this article, the authors highlight the state of research paradigm applied to corporate branding (CB) literature and highlight the paradigmatic gaps identified, and future recommendations have been suggested to guide future studies.
Abstract: This research article attempts to highlight the state of research paradigm applied to corporate branding (CB) literature. CB has been gaining increased importance in the marketing literature, as organizations consider it a vital strategy for various benefits such as talent pool generation, building brand image in customers’ minds, combating competition, increasing stakeholder value and so on. The research paradigm review of CB literature was conducted with reference to the Meredith et al (1989) framework. It has been noticed that the interpretive paradigm has been predominant, whereas logical positivist/empiricist paradigm has received less attention from the academicians and researchers. The paradigmatic gaps have been identified, and future recommendations have been suggested to guide future studies.

34 citations

Journal ArticleDOI
TL;DR: The Sydney 2000 Olympic Games is the battleground for the next major war between sponsors and ambush marketers as discussed by the authors, and the outcome will be important not only to competitors and sponsors but also to the marketing industry as a whole.
Abstract: Sponsorship has outperformed all other marketing communication tools in terms of growth throughout the 1990s. The Olympic Games with its huge audience is perhaps the premier place for companies to showcase their brand(s). But an increasing number of corporate contestants find themselves in a gruelling strugle against ambush marketing attempts by their competitors. Ambush marketing is a growing option that has emerged on the heels of the rising costs for securing sponsorship rights. As sponsorship fees demanded by event owners increase, more marketers find the asking price to be outside the reach of their budgets and are forced to look for communication alternatives. Companies that cannot afford to buy sponsorship, or choose not to, may be attracted to an ‘ambush’ strategy for defensive as well as offensive reasons. Ambush marketing represents a way to try to blunt and perhaps even neutralise their competitor's investment. Especially when the official sponsor is non-vigilant, there is growing case evidence of ambush marketing succeeding. So companies buying official sponsorships need to have a strong marketing plan for leveraging their sponsorship investments to minimise any windows of opportunity for would-be ambushers. To the extent that ambush marketing succeeds, it not only defeats the sponsoring company but also risks devaluing the future of corporate sponsorship of events. The Sydney 2000 Olympiad is the battleground for the next major war between sponsors and ambush marketers. The outcome will be important not only to competitors and sponsors but also to the marketing industry as a whole.

33 citations

Journal ArticleDOI
TL;DR: In this paper, the authors explored the employer brand by employing branding that examines the interrelation between the elements and the branding process's outcomes and found that organizations with an advanced employer branding strategy have greater productivity than those organizations who lack or have partially developed strategy.
Abstract: An increasing number of organizations embark on employer branding although this practice is not theoretically supported. Our study explores the employer brand by employing branding that examines the interrelation between the elements and the branding process’ outcomes. Our study is based on the employer branding model having two major components: the employer brand (with interrelated internal and external images) and the efficiency outcomes originating from the application of the employer branding process. Our study combines quantitative and qualitative research methods. The data were obtained from the companies operating in the western province of Sri Lanka. Our findings reveal that organizations with an advanced employer branding strategy have greater productivity than those organizations who lack or have partially developed strategy. Our study compares organizations with different levels of implementation of the employer branding strategy. Special attention is paid to organizational communicati...

33 citations

Journal ArticleDOI
TL;DR: In this paper, a lack of fit between brand origin and country of manufacture was found to reduce consumers' new product evaluations, even when the brands origin and countries of manufacture are equally capable.
Abstract: Country of origin (COO), which may refer to where a brand is based (brand origin) or where a product is manufactured (country of manufacture), is an important cue consumers consider when evaluating products. For products offered by bi-national or multi-national brands, brand origin and country of manufacture are often different, and we assert that this difference can act as a source of ambiguity that reduces consumers’ product evaluations. We refer to this consistency or lack of consistency between brand origin and country of manufacture as COO fit. In two studies, we demonstrate that a lack of fit between brand origin and country of manufacture can reduce consumers’ new product evaluations, even when the brand origin and country of manufacture are equally capable. In the first study, we establish this effect and show that it is moderated based on consumer traits. In the second, we identify brand positioning strategies that can shield brands from the ill effects of a lack of COO fit.

33 citations


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Performance
Metrics
No. of papers in the topic in previous years
YearPapers
202345
202295
202190
202086
201988
201896