Employer branding

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

Brand equity for origin-bounded brands

Abstract: The article expands on the current brand equity literature by recommending new assets and liabilities unique to brands that are bounded to their origins (OBBs). These are brands that are inseparable from their origins, as is the case with most wines. A review of both the origin and branding literature is undertaken and a conceptual approach is used to propose the different ways that OBBs may build brand equity. Brand assets specific to OBBs are detailed, such as tolerance for inconsistencies, authenticity perceptions and origin loyalty. Likewise a specific liability, lack of origin recognition is also examined. Finally, consequences of origin-driven brand equity are outlined and include: encouraged hedonic and ego-political consumption values, limited purchase of counterfeit products and decreased price sensitivity. Before this article, very little conceptual and empirical literature addressed the concept of brands that are bounded to their origin. The article describes possibilities for future research pertaining to this important category of brands, present not only in the wine industry but also common to a variety of other product categories.

Brand name change: Can trust and loyalty be transferred?

Abstract: In this article, the authors propose and test a model that aims to identify key determinants that could alleviate the degradation of consumer trust and loyalty to a brand in the case of a brand name change (examples of brand name change: Marathon changed to Snickers, Raider became Twix, Taillefine replaced Belvita and so on). The results identify five key influencing factors that marketing managers can use to reduce the degradation of trust and loyalty. Namely, (1) the consumers’ degree of acceptance of the brand name change, (2) the perceived similarity between the old and new brand, (3) the degree of attachment to the initial brand, (4) the presence of an umbrella brand, and (5) consumers’ awareness of the brand substitution. Each of these five key determinants has a direct or indirect impact on the transfer of perceived quality and trust towards the new, substitute brand. Furthermore, the transfer of the consumers’ relationship to the new brand appears to be a sequential process. First, it is important to make sure that the perceived quality has been transferred so that the transfer of trust can be carried out effectively. Finally, a successful transfer of trust implies an efficient transfer of the consumers’ loyalty.

Untapped Relationship between Employer Branding, Anticipatory Psychological Contract and Intent to Join:

Abstract: In the ever-changing business environment and fluctuating expectations of current generation from its employer, employer branding has become an important tool for organizations to establish themsel...

New-school brand creation and creativity – Lessons from Hip Hop and the global branded generation

Abstract: Although academic marketing literature exists on the value of hip hop as a marketing tool, there appears to be less on hip hop's philosophical roots and why it proves to be so effective. This study attempts to fill this gap, investigating the apparent natural synergy with brand theory – in that they are both able to captivate and engage consumer-centric sub-cultural groups. Findings indicate that brands and hip hop weave themselves into the fabrics of society – creating social capital and providing a way for individuals to connect with the world. Through metaphor, slang, symbolism and sampling, they recycle and preserve aspects of culture; but in doing so, they also innovate. Two critical success factors in both appear to be the ratification of authenticity and an encouragement towards shared ownership. However in contrast, hip hop places precedence on overt and clear signalling of competitive intent. The methodology used is an Expert Delphi study – which also draws from a review of song lyrics, participant observation studies and in-depth interviews. This provides a basis for inductive reasoning and syllogisms. The aim is twofold: to present a new hip hop-inspired model for brand creation; and second to offer an innovative approach to in-depth qualitative studies, using ‘Word Cloud’ software.

Ownership effects in consumers' brand extension evaluations

Abstract: In this paper, we examine how brand ownership status affects consumers’ evaluation of brand extensions, using an experiment In evaluating both brand extension and parent brands, brand owners differ from both nonowners and nonusers of a brand's product category in important ways While the functional similarity between a brand and its extension impacts on all three groups’ brand extensions, its effects on nonowners and nonusers are more significant than those on brand owners For brand owners, the most important consideration in their evaluation of brand extensions seems to be the image consistency between a brand and its extensions Furthermore, there is an interaction effect between brand image consistency and product similarity for brand owners, whereas this effect is nonexistent for nonowners and nonusers