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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 paper, the authors focus on the connections between three types of actors who build the new world of brands: consumers, marketers, and financiers, and focus on how to transform interactions between a brand and its most enthusiastic consumers into bankable value for investors.
Abstract: Increasing consumer power, accelerated by the meteoric rise of social media, threatens the foundations of branding. In the wake of this affirmation featured within the Journal of Brand Management Call for Papers, the question we ask ourselves is twofold: On the one hand, how can interactions between a brand and its most enthusiastic consumers be transformed into ‘bankable’ shareholder value for investors; and on the other, how can brand orchestration – specifically supported by stimulating collaboration among consumers grouped into communities – increase or, conversely, endanger shareholder value? Thus, the aim of the article is to focus on the connections between three types of actors who build the new world of brands: consumers, marketers and financiers.

27 citations

Journal ArticleDOI
TL;DR: In this article, the alignment of brand visionaries, brand providers, and brand believers is defined as "the alignment of stakeholders, partners, customers, and consumers" to deliver a strong brand experience for customers.
Abstract: To deliver a strong brand experience for customers the organization needs to develop strong internal alignment with the brand among internal stakeholders and resources, and strong external alignment with external stakeholders, partners, customers and consumers. We call this the alignment of brand visionaries, brand providers and brand believers.

27 citations

Journal ArticleDOI
TL;DR: In this article, the authors examine different approaches to measuring brand equity and argue that the choice of measurement approach has ethical implications, and contrast what have been previously defined as additive and inclusive approaches to brand equity definition and measurement.
Abstract: To date, there has been little consideration of the ethical dimensions of specific brand management practices. This paper examines different approaches to measuring brand equity and argues that the choice of measurement approach has ethical implications. It contrasts what have been previously defined as additive and inclusive approaches to brand equity definition and measurement. It then argues that inclusive approaches to brand equity measurement are preferable to additive ones because they enable us to work with a much broader concept of brand, and because additive approaches can predispose marketers towards unethical activity.

27 citations

Journal ArticleDOI
TL;DR: In this paper, the authors extend the understanding of the OS brand concept by developing and implementing an OS ranking scale, and thereafter analysing the brand personality of the highest ranked OS brands.
Abstract: Technological advances and increased consumer power has given rise to the emergence of open source (OS) brands. Although consumers play a significant role in determining how the brand will be perceived by others, this does not, however, mean that brand mangers do not have a role to play in guiding and shaping OS brands. Numerous studies have shown the importance of developing a brand personality that resonates with brand users. This article extends the understanding of the OS brand concept by developing and implementing an OS ranking scale, and thereafter analysing the brand personality of the highest ranked OS brands. Quantitative descriptive research was employed, using content analysis of the brands’ websites. The research found that although OS brands have their own distinctive personalities, the personality trait of sincerity underlies the brand personality of OS brands. The article provides academics and practitioners with a tool to evaluate the extent to which a brand may be classified as OS and, following the determination of the brand personality of the 10 most highly ranked OS brands, provides guidelines on how brand custodians can guide the personality of their brands in an environment in which consumers increasingly influence brand communication.

27 citations


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