Employer branding

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

Lasting footprints of the employer brand: can sustainable HRM lead to brand commitment?

Abstract: Purpose – The purpose of this paper is to investigate whether both perceived sustainable organizational and supervisor support, which represent a sustainable human resource management (HRM) approach, can induce commitment to the employer brand. Design/methodology/approach – This study includes a diverse sample of 3,016 employees drawn from various German organizations. To test the developed hypotheses, a structural model that included all the hypothesized effects was built, using Mplus 7. Findings – Perceived sustainable supervisor support (PSSS) has a direct effect on brand commitment, whereas perceived sustainable organizational support (PSOS) only generates brand commitment indirectly, mediated by brand prestige, brand distinctiveness, and brand trust. The findings further underline that, compared with PSOS, PSSS has a stronger impact on trust in respect of the employer brand. Originality/value – By considering current employees and their commitment to the employer brand, this study takes an insider vi...

Brand equity as a relational concept

Abstract: Both brand equity and relationship marketing are continuing to receive practitioner and academic attention Measurement of the holistic brand entity is necessary to balance the focus on short-term profitability as well as providing control for the marketing function and comparing alternative courses of action The need for longer-term thinking has also driven the perception of marketing as value enhancement through a network of relationships As brand equity has yet to be succesfully reduced to money values for these purposes, practitioners will have to rely on the marketing indicators but these may be re-expressed in terms of the end-user's and intermediate customers' relationships with the brand Further work is needed to reduce those to the fewest measures which also sensitively predict future profitability

Building brand community among ethnic diaspora in the USA: Strategic implications for marketers

Abstract: This exploratory study modifies two theoretical scales from consumer behaviour and social psychology and tests their psychometric properties through empirical data obtained from a sample of customers in an ethnic diaspora. Upon validation, the relationship between brand community integration and the Suinn-Lew ethnicity scale is examined. Preliminary results indicate the scales to be relatively robust in their modification. The results of this study contribute by introducing a respected scale from social psychology to the marketing literature, validating an existing scale of brand community in the ethnic marketing context, and suggesting implications for future research with larger samples and scope. Findings of the study are of interest to US firms employing marketing strategies to reach ethnic minorities in the country. In addition, firms in other countries would find the results of the study to be of interest as they employ marketing strategies targeting the ethnic diaspora in the USA.

It's a brand new world: Teaching brand management in virtual environments

Abstract: This study examines virtual worlds as a tool to convey branding principles to students. The authors have integrated the metaverse Second Life into an undergraduate brand management course, with the aim of narrowing the apparent gap between branding theory and practice. Avatar-based virtual world education is highly interactive and provides a rich experiential environment compared with textbook-based theory and traditional written assignments. Allowing students to experience the practical consequences of theoretically driven branding efforts and activities also enables a simulation of a complete branding experience through role playing. Quantitative and qualitative data collected at the end of the course reveal that Second Life offers a suitable means to facilitate students’ understanding of theoretical branding concepts and ability to apply the theoretical principles to real-life scenarios. The integration of a virtual world into academic curricula thus suggests a promising method to narrow the classroom gap between branding theory and practice.

Rebranding mergers: How attitudes influence consumer choices?

Abstract: In the context of a merger or an acquisition, the management of corporate identity – in particular of corporate brand names and logos – assumes a critical role. The purpose of this article is to provide a better understanding of the corporate brand redeployment decision, considering the reactions of one important stakeholder group – consumers. This study develops a typology of the various corporate identity structures that could be assumed in the context of a brand merger, and analyses how consumers’ attitudes towards the corporate brands influences their preferences regarding the different branding strategies. Results suggest that the preference for a monolithic redeployment strategy, suggested in previous studies, is only clearly supported when one of the partners in the merger is a weak partner. When the merger involves two familiar brands, there is a tendency among consumers to combine elements of both brands’ identity. Finally, it is concluded that the affective and behavioural dimension of attitude towards the brand has a significant influence on consumers’ preferences.