Employer branding

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

Virtual worlds: A gateway for SMEs toward internationalization

Abstract: The Internet, in its 2D form, offered answers to some of the internationalization barriers of small- and medium-sized enterprises (SMEs) and has questioned the available internationalization models. Virtual worlds (VWs) have recently emerged as a promising platform for conducting various business and marketing activities. The current article is the first to examine their value in the internationalization process of SMEs. On the basis of literature from both the international marketing and the information systems fields, as well as incorporating current business practices, a model for internationalization using VWs is proposed. VWs’ potential as a market knowledge generator, a strategic tool for internationalization (marketing program testing and brand building) and as a business platform for real and in-world product is evaluated. Further, a strategy for SMEs on how to build successful businesses in such metaverses to help them achieve their objective/s is proposed.

Relation between culture and communication in packaging design

Abstract: Nowadays, globalisation and localisation are hot topics. Brand owners have to decide between global or local product design, global or local communication and also between global or local packaging design. What is the best option? To adapt product design, communication and packaging design to local preferences or to choose for a global solution? Research has shown that it is more effective to adapt the execution of advertising to local preferences as cultural dimensions influence the way in which people perceive (and accept) different advertising forms. From this perspective it is likely that the same holds for packaging design, as it is a communication tool as well. The results of this research on the influence of culture on the communicative value of packaging design might help brand owners to make decisions on globalisation and localisation of their brand representatives. Borders are growing more vague and consumers are beginning to look more and more alike. Many products are marketed in a number of different countries — some even worldwide. In this context, the issue of whether it is better to opt for a local or a global packaging design also comes up more frequently. Is a global packaging design possible? This is the question is examined in this paper.

A cross-cultural comparison of brand extension success factors: A meta-study

Abstract: In this article, we examine the influence of cross-cultural traits on brand extension success. Drawing on prior brand extension studies from different countries, we conduct a comprehensive meta-analysis, complementing the data sets with Hofstede's cultural dimensions values. Our results show that all the dimensions either directly or indirectly exert a significant influence on brand extension success by not only moderating the effects of the mother brand's quality, but also by moderating the fit between the brand and the extension.

Processes and methodologies for creating a global business-to-business brand

Abstract: This paper aims to detail the steps and decisions one industrial company faced when creating a new global brand, and the processes and methodologies involved to put the developed strategy into practice The paper describes the application of business-to-business (B2B) market segmentation and product life cycle analysis to inform brand strategy Also described is a comprehensive framework and process for creating a new global B2B brand, including details on naming, legal screening, identity development, Web architecture and deployment to internal and external stakeholders

Brand governance: The New Agenda in brand management

Abstract: The author reflects on brand governance as a strategic importance in brand management. The author discusses the growing awareness concerning brand valuation that resulted to the estimation of balance sheets value by consumer goods companies. The author also presents future challenges and threats to brand equity including empowered consumers, the increasing number of touchpoints communication and distribution, and the risk of social media use.