scholarly journals Employer brand equity effects on employees well-being and loyalty

2020 ◽  
Author(s):  
Laïla Benraïss-Noailles ◽  
Catherine Viot
Keyword(s):  
Brand Equity ◽  
Well Being ◽  
Employer Brand ◽  
Equity Effects

Darbdavio prekės ženklo vertės poveikis vartotojų suvoktai paslaugos prekės ženklo vertei ir elgsenos ketinimams

2021 ◽  
Author(s):  
◽  
Indrė Ščiukauskė
Keyword(s):  
Brand Equity ◽  
Behavioral Intentions ◽  
Service Brand ◽  
Employer Brand ◽  
The Impact

The impact of the employer brand equity on the consumers perceived service brand equity and behavioral intentions

Brand Equity Effects on Bidding Strategies in an Online Environment

2014 ◽  
Vol 10 (2) ◽  
pp. 1-22 ◽  
Author(s):  
Carl S. Bozman ◽  
Matthew Q. McPherson ◽  
Daniel Friesner ◽  
Ching-I Teng
Keyword(s):  
Brand Equity ◽  
Information Resources ◽  
Online Auction ◽  
Online Environment ◽  
Internet Auction ◽  
Bidding Behavior ◽  
Bidding Strategies ◽  
Related Information ◽  
Equity Effects

Internet auction bidders seldom have all the information resources upon which they have learned to comfortably rely. This raises the possibility that internet auction participants depend more on brand related knowledge and employ bidding strategies consistent with heightened valuations of brand related information. This study empirically examines how differences in brand equity affect consumer online auction behavior on eBay. Branded products with objective values (certified coins) are examined for differences in bidding behavior across auctions. The results indicate auction participants employ incremental bidding strategies for preferred brands that have higher prices except when those brands were for coins of the highest quality. Auctions that had sellers who were not power sellers or which did not take Paypal are more prone to attract late or last minute bidders.

The role of employer brand equity in employee attraction and retention: a unified framework

2017 ◽  
Vol 25 (3) ◽  
pp. 413-431 ◽  
Author(s):  
Sultan Alshathry ◽  
Marilyn Clarke ◽  
Steve Goodman
Keyword(s):  
Brand Equity ◽  
Future Research ◽  
Unified Framework ◽  
Employer Branding ◽  
Content Type ◽  
Interactive Nature ◽  
Employee Attraction ◽  
Employer Brand ◽  
Attraction And Retention

Purpose The purpose of this paper is to present a conceptual framework for employer brand equity (EBE) that combines both perspectives of employer brand customers into a unified framework for employee attraction and retention. Design/methodology/approach This paper extends previous conceptual work on EBE by identifying the role of EBE antecedents in internal and external employer branding. In addition, it recognizes the interactive nature of employer-employee relationship. Findings The framework incorporates employee experience with the employer, which relates to the interaction between employee and employer and recognizes the internal and external perspectives simultaneously. Further, the unified framework helps to develop a four-cell typology for the strategic management of an employer brand. Originality/value Existing research has failed to integrate the two perspectives of employment customers in a clear model and, thus, offered limited applicability to an employment setting. The EBE framework goes beyond existing models by providing a conceptualization that aims to reflect the employer-brand relationship from the perspective of existing and potential employees. Further, it provides theoretical and empirical rationale for a set of propositions that can empirically be examined in future research.

scholarly journals Employer Brand Equity and Its Impact on the Application Intent of the Prospective Employees

2021 ◽  
Vol 12 (1) ◽  
pp. 1-25
Author(s):  
Dipali Shrikant Dalvi
Keyword(s):  
Brand Equity ◽  
Critical Role ◽  
Sources Of Information ◽  
Job Seekers ◽  
Employer Branding ◽  
Job Market ◽  
Competitive Edge ◽  
Corporate Websites ◽  
Employer Brand ◽  
Organizational Needs

Skilled human capital marks organisational success. Attracting, recruiting, and retaining these employees is vital. Companies are applying branding principles to recruitment function. This is termed as employer branding (EB). Identifying a right fit to suit organizational needs is essential. Organizational communication plays a critical role to relate to job seekers of generation-i; they rely on information imparted via various media and decode their perception. In this study, it is evident that for job seekers, corporate websites are important sources of information while deciding their employer. The reviews on job hunting sites aid perception. Use of AI to relate to prospective employees adds competitive edge. This study was conducted to ascertain dimensions of EB and study the application intent of potential employees. It included students from engineering and management and the employees from the job market. The findings allowed comparison of application intent of three groups. Qualification and experience moderates' application intent of prospective employees was evident.

On consumers’ use, brand preference and equity of sports nutrition products

2019 ◽  
Vol 122 (2) ◽  
pp. 635-654
Author(s):  
Joshua Wesana ◽  
Joachim J. Schouteten ◽  
Evi Van Acker ◽  
Xavier Gellynck ◽  
Hans De Steur
Keyword(s):  
Brand Equity ◽  
Online Survey ◽  
Sport Participation ◽  
Well Being ◽  
Sports Nutrition ◽  
Brand Awareness ◽  
Brand Preference ◽  
Content Type ◽  
Brand Quality ◽  
The Impact

Purpose While trends of health and well-being have boosted the development of sports nutrition products, consumer research is limited. The purpose of this paper is to profile sports nutrition users and non-users, and to explain users’ preference and equity of sports nutrition brands. Design/methodology/approach A large online survey (n=3,165) was conducted with users and non-users of sports nutrition drinks in Belgium. Profiling was based on socio-demographic and sport related variables. For users, brand preference and equity of three key sports nutrition brands (n=1,075) were measured. Thereby, a three-dimensional consumer-based brand equity (CBBE) model was applied. Findings Both the socio-demographic (gender, age, education and employment status) and sport profile (frequency, context, reasons and sports nutrition advice) had a significant influence on respondents’ likelihood to use sports nutrition products. For brand preference, the effect of sport and socio-demographic profile was only partially confirmed, with advice and frequency of sport participation being most influential. Furthermore, users’ brand equity was shown to be positively affected by brand quality and brand loyalty, while the impact of brand awareness/associations was not significant for all brands. Research limitations/implications Insights in the role of the sport and socio-demographic profiles contribute to the understanding of general and brand-specific sports nutrition use. The insignificance of brand awareness/associations for Brand A points to the notion of other implicit factors that possibly mask or transform the effect of brand awareness, yet do not influence brand quality and loyalty. Future theory development could integrate the CBBE model with other explanatory determinants related to consumer (health) behavior theories, or consumer perceptions on marketing efforts, while brand equity measurement could be extended with financial measures. Practical implications Variations in the impact of brand equity dimensions further lend support for the diversification of marketing strategies in the sports nutrition sector. Originality/value This study is one of the first to examine the customer market of sports nutrition products and brands.

The Strategic Urge - Employer Brand Positioning Of Banking And Financial Services Industry

Think India ◽  
2019 ◽  
Vol 22 (3) ◽  
pp. 928-941
Author(s):  
Dr. Bejoy John Thomas ◽  
Dr. G.S. David Sam Jayakumar ◽  
Ms. S. Clemence Jenifer
Keyword(s):  
Brand Equity ◽  
Financial Services ◽  
Statistical Tests ◽  
Brand Positioning ◽  
Employer Branding ◽  
Services Sector ◽  
Perceptual Mapping ◽  
Financial Services Sector ◽  
The World ◽  
Employer Brand

In the world of consumer branding, advertising and marketing professionals have learnt how to differentiate their products from their competitors and generate brand equity. This article explores the phenomenon of employer brand positioning, including its origin from marketing and implication of such studies through a literature review and to determine the employer brand positioning of leading Indian companies from the view of prospective/potential employees in the banking and financial services sector using an empirical study. The objective of the study is approached by the method of Perceptual mapping and some statistical tests additionally. Applying the brand positioning in the Employer Branding context is an imminent initiative. Thus, if companies position their brands, the pool of attracting talent becomes easier. In short, this study will add value to the employer branding work the company does. There is a great potential for using this brand positioning approach to understand who the company really wants to attract.

scholarly journals Why Might Organic Labels Fail to Influence Consumer Choices? Marginal Labelling and Brand Equity Effects

2011 ◽  
Vol 35 (1) ◽  
pp. 85-104 ◽  
Author(s):  
Fabrice Larceneux ◽  
Florence Benoit-Moreau ◽  
Valérie Renaudin
Keyword(s):  
Brand Equity ◽  
Consumer Choices ◽  
Equity Effects
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