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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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01 Feb 2010
TL;DR: In this paper, the authors examine the nature and consequences of employer branding and reveal that job seekers evaluate: the attractiveness of employers based on any previous direct work experiences with the employer or in the sector; the clarity, credibility, and consistency of the potential employers' brand signals; perceptions of the employers’ brand investments; and perceptions of their product or service brand portfolio.
Abstract: In many developed economies, changing demographics and economic conditions have given rise to increasingly competitive labour markets, where competition for good employees is strong. Consequently, strategic investments in attracting suitably qualified and skilled employees are recommended. One such strategy is employer branding. Employer branding in the context of recruitment is the package of psychological, economic, and functional benefits that potential employees associate with employment with a particular company. Knowledge of these perceptions can help organisations to create an attractive and competitive employer brand. Utilising information economics and signalling theory, we examine the nature and consequences of employer branding. Depth interviews reveal that job seekers evaluate: the attractiveness of employers based on any previous direct work experiences with the employer or in the sector; the clarity, credibility, and consistency of the potential employers’ brand signals; perceptions of the employers’ brand investments; and perceptions of the employers’ product or service brand portfolio.

306 citations

Journal ArticleDOI
TL;DR: In this article, the authors identify and discuss some of the challenges and opportunities in managing their growth tradeoffs, and place particular emphasis on understanding brand equity measurement and brand architecture as they relate to growth strategies for luxury brands.
Abstract: After outlining 10 characteristics that help to define luxury branding, we identify and discuss some of the challenges and opportunities in managing their growth tradeoffs. Particular emphasis is placed on understanding brand equity measurement and brand architecture as they relate to growth strategies for luxury brands.

302 citations

Journal ArticleDOI
TL;DR: In this paper, the impact of marketing communications and price promotion on brand equity has been analyzed empirically, using structural equations models to confirm empirically the relationship between marketing communication efforts and the dimensions of brand equity: perceived quality, brand loyalty, brand awareness and brand image.
Abstract: This paper establishes a theoretical and empirical basis that shows the impact of marketing communications and price promotion on brand equity. The theoretical review supports applying analysis techniques based on structural equations models to confirm empirically the relationship between marketing communication efforts and the dimensions of brand equity: perceived quality, brand loyalty, brand awareness and brand image. This measurement model is verified on a sample group of families which purchased durable goods — in this case a washing machine. The results indicate the positive effect of marketing communication on brand equity, and offer strong support for the measures of perceived quality, brand loyalty, brand awareness and brand image as antecedents of brand equity.

293 citations

Journal ArticleDOI
TL;DR: In this paper, the authors present the empirical tests of two measures of attitudinal brand loyalty to identify if they are items of a single construct or two distinct constructs These two measures are an individual's propensity to be brand loyal, and attitude towards the act of purchasing a specific brand.
Abstract: The aim of this paper is to present the empirical tests of two measures of attitudinal brand loyalty to identify if they are items of a single construct or two distinct constructs These two measures are an individual's propensity to be brand loyal, and attitude towards the act of purchasing a specific brand This paper also seeks to determine which of these measures would be more useful for explaining purchasing behaviour The results confirm the hypothesis that there is no significant relationship between the two measures in the business services market This indicates that they are in fact not measures of the same concept but two separate concepts Aggregating the scores from both measures to form a single score for attitudinal loyalty would reduce richness of explanation for marketing practitioners In addition, the results suggest that the attitude towards the act of purchasing a brand can be used to explain or predict purchasing behaviour

293 citations

Journal ArticleDOI
TL;DR: In this article, the authors present a theoretical and practical model of how the development of a country as a tourism destination brand creates leverage for its products and services in export markets, which is essential to conceptualise the tourism system as a network of interacting service providers rather than as a channel of distribution.
Abstract: This study presents a theoretical and practical model of how the development of a country as a tourism destination brand creates leverage for its products and services in export markets. To effect this leverage, it is essential to conceptualise the tourism system as a network of interacting service providers rather than as a channel of distribution. This aids in the management of the multiplexity of interactions between tourists and the destination's products and services that affect the development and success of the brand in leveraging export products. The theoretical models of the tourism system, the tourism product (experience) and country brand are operationalised and fused so that a detailed process emerges which describes how the brand can link the tourism experience with the products and services that facilitate it. The systematic management of this facilitation process permits a gradual extension of the tourism brand attributes to other products and services destined for export in four stages.

286 citations


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