Are they willing to work for you? An employee-centric view to employer brand attractiveness

2018 ◽  
Vol 27 (5) ◽  
pp. 573-596 ◽  
Author(s):  
Lorena Ronda ◽  
Carmen Valor ◽  
Carmen Abril
Keyword(s):  
Brand Management ◽  
Perceived Value ◽  
Employee Benefits ◽  
Content Type ◽  
Effective Strategies ◽  
Multiple Paths ◽  
Value Propositions ◽  
Employer Brand ◽  
Brand Attractiveness ◽  
The Impact

Purpose The present study aims to propose a novel employee-centric framework for the study of employer brand attractiveness. This framework disentangles the role of employer attributes, employee benefits and employee perceived value in the study of employer brands to better develop policies for talent attraction. Additionally, this study formulates a research agenda to help advance an employee-centric view of the employer’s brand management by following the tradition of customer-centric research and identifying benefits and forms of value that are yet unexplored. Design/methodology/approach This paper performs a systematic and critical review of the literature on employer brand attraction from the lens of means-end chains to examine how the notions of “employer attributes”, “employee benefits” and “perceived value” have been addressed in past studies and what relations have been established among these three concepts. Findings The results unveil the existing conflation among attributes, benefits and value in the conceptualization of employer brand attractiveness. By proposing an employee-centric framework following the tenets of current consumer-centric paradigms, this paper disentangles the notions of attributes, benefits and value in the creation of attractive employer brands; establishes a hierarchical relationship among them; and suggests studying the multiple paths of relationships between attributes and benefits. These conditions should help organizations understand how to create successful strategies to ultimately ensure that they are selected as employers of choice. Research limitations/implications Further research is needed to clarify the domains in which the already studied empirical relations hold. This could be achieved by conducting a laddering process based on a means–end chain approach. Additionally, the impact of this framework on the construction of effective value propositions and employee market segmentation should be further explored. Originality/value This paper has revisited the construct of employer brand from a means–ends approach to propose an employee-centric view guiding employer brand strategies. As competition for the best employees sharpens, understanding how employer brand traits are valued in the eyes of different segments of employees and applicants may help organizations to develop more effective strategies to attract the best talent.

Managing millennials: tips for global managers

2018 ◽  
Vol 26 (7) ◽  
pp. 29-31
Author(s):  
Terence P. Malloy
Keyword(s):  
Human Resource ◽  
Design Methodology ◽  
Digital Native ◽  
Content Type ◽  
Effective Strategies ◽  
Hr Managers ◽  
Document Review ◽  
The Impact

Purpose This paper aims to review how millennials, since coming into the workforce in 2004, have faired in several countries worldwide. After a synopsis of how the group is characterized in each country surveyed, suggestions are provided to human resource (HR) directors on how to further manage and motivate this employee sector. Design/methodology/approach The paper opted for document review of research from past 15 years on this sector of the workforce to contrast and compare how these workers had progressed (or not) depending on the areas of the globe in which they reside. Findings The paper provides practical insights on possible ways and means to create productivity from these employees. It suggests that successful managers may have to be more creative in their ways to attract and appeal to this group but also be more deliberate in creating effective strategies tailored toward the digital native. Research limitations/implications Because the data in this group are still not voluminous and theories and conclusions on the impact they have made continue to vary depending on the circumstance, continued analysis to recognize new trends is suggested. Originality/value This paper suggests updated criteria for HR managers to better evaluate and motivate a growing sector of their workforces.

scholarly journals Revisiting customer loyalty toward mobile e-commerce in the hospitality industry: does brand viscosity matter?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jialin Snow Wu ◽  
Shun Ye ◽  
Chen Jerry Zheng ◽  
Rob Law
Keyword(s):  
Online Survey ◽  
Brand Management ◽  
Switching Costs ◽  
Mobile App ◽  
Integrative Model ◽  
Equation Modeling ◽  
Content Type ◽  
Affective Factors ◽  
Positive Effects ◽  
The Impact

Purpose To better understand how to retain hospitality customers in the fierce competition among mobile applications, this study aims to propose and empirically validates an integrative framework, which elaborates how conscious and subconscious factors, together with affective factors, may induce app loyalty and how brand viscosity moderates such effects. Design/methodology/approach The authors conducted an online survey to collect data and received a total of 268 valid responses. This study splits the data into two groups (brand viscosity vs non-viscosity). Then, the authors performed a multi-group structural equation modeling with Chi-square difference tests to compare the model between the two groups. Findings The findings support the integrative model and reveal that the influence of app satisfaction on loyalty is stronger for app users who do not stick to one brand across the website and mobile app channels. Moreover, for those with brand viscosity, habit and switching cost are two significant determinants that exert positive effects in inducing app loyalty. Research limitations/implications Brand viscosity across different channels matters for the effects of habit and switching costs in shaping app loyalty. E-commerce managers should elaborate on brand management among various booking channels and establish effective digital marketing strategies to facilitate the formation of usage habits and switching costs and to enhance brand viscosity across channels. Originality/value This research advances the knowledge of app loyalty in hospitality by providing a comprehensive explanatory framework from affective, conscious and subconscious lenses. This research is among the first to unveil the impact of brand viscosity on the links between loyalty and its determinants.

Brand awareness: revisiting an old metric for a new world

2017 ◽  
Vol 26 (5) ◽  
pp. 469-476 ◽  
Author(s):  
Jenni Romaniuk ◽  
Samuel Wight ◽  
Margaret Faulkner
Keyword(s):  
Market Share ◽  
Brand Management ◽  
Brand Awareness ◽  
Underlying Structure ◽  
Cross Sectional ◽  
Content Type ◽  
Country Level ◽  
Global Brand ◽  
The Impact ◽  
Over Time

Purpose Brand awareness is a pivotal, but often neglected, aspect of consumer-based brand equity. This paper revisits brand awareness measures in the context of global brand management. Design/methodology/approach Drawing on the method of Laurent et al. (1995), this cross-sectional longitudinal study examines changes in brand awareness over time, with sample sizes of approximately 300 whisky consumers per wave in three countries: United Kingdom, Taiwan and Greece. Findings There is consistency in the underlying structure of awareness scores across countries, and over time, extending the work of Laurent et al. (1995). Results show that a relevant operationalisation of brand awareness needs to account for the history of the brand. Furthermore, the nature of the variation of brand awareness over time interacts with a brand’s market share. Research limitations/implications When modelling the impact of brand awareness researchers need to consider two factors – the brand’s market share and whether a more stable or volatile measure is sought. This avoids mis-specifying the country-level contribution of brand awareness. Practical implications Global brand managers should be wary of adopting a “one size fits all” approach. The choice of brand awareness measure depends on the brand’s market share, and the desire for higher sensitivity or stability. Originality/value The paper provides one of the few multi-country investigations into brand awareness that can help inform global brand management.

The moderating effect of identification on return on investment from sponsor brand integration

2018 ◽  
Vol 19 (1) ◽  
pp. 41-57 ◽  
Author(s):  
Jonathan A. Jensen ◽  
Patrick Walsh ◽  
Joe Cobbs
Keyword(s):  
Return On Investment ◽  
Perceived Value ◽  
Moderating Effect ◽  
Brand Awareness ◽  
Content Type ◽  
Second Screen ◽  
Sport Events ◽  
Brand Integration ◽  
The Impact ◽  
Screen Use

Purpose The achievement of a requisite return on investment (ROI) from a brand’s investment in sponsorships of sport events is becoming increasingly important. Consequently, evolving trends in the consumption of the live television broadcasts of such events (e.g. increased usage of second screens by consumers) are an important consideration. The purpose of this paper is to examine the impact of second screen use during sport broadcast consumption on important marketing outcomes (i.e. brand awareness and the perceived value and intrusiveness of sponsor brand integration), and whether effectiveness is dependent on the consumer’s level of identification with the sport being broadcast. Design/methodology/approach A 2×2 (experimental/control and high SportID/low SportID) between-subjects experimental design featuring the broadcast of a sport event as the stimuli was utilized to examine a potential interaction effect between sport identification and second screen use on three dependent variables important for sport sponsors. Findings Results confirmed that those with a high level of sport identification realized significantly higher levels of brand awareness for sponsors integrated into the broadcast. However, when consumers were asked to engage in second screen use, the experiment revealed a moderating effect of sport identification on the impact of second screen use, for both brand awareness and the perceived value of the brand integration. Originality/value Consumers with higher levels of sport identification are an important target of sport sponsorship activities by brand marketers. Given this, the implication that second screen use can reduce the effectiveness of important sponsorship-related outcomes such as brand awareness is a sobering result for marketers expecting a positive ROI from sponsorships of sport events.

The mediating effects of program loyalty in loyalty rewards programs: an experimental design in coffee shops

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Pınar Başgöze ◽  
Yaprak Atay ◽  
Selin Metin Camgöz ◽  
Lydia Hanks
Keyword(s):  
Experimental Design ◽  
Customer Loyalty ◽  
Perceived Value ◽  
Deep Understanding ◽  
Loyalty Program ◽  
Content Type ◽  
Value Perception ◽  
Study Results ◽  
The Impact ◽  
The Relationship

PurposeThe purpose of this study is to evaluate the impact of reward structure on the customer's value perception of the program, loyalty to the program and loyalty to the firm.Design/methodology/approachA 2 (type of reward) x 2 (timing of redemption) between subjects experimental design was conducted. In addition, the indirect effect of the customer's value perception of the program on loyalty to the firm via loyalty to the program is tested with Hayes and Preacher's mediation procedure.FindingsStudy results indicated that type of reward has a positive impact on the perceived value of a loyalty program. Program loyalty mediates the relationship between the perceived value of the loyalty program and customer loyalty, as well as the relationship between type of reward and customer loyalty.Originality/valueThe findings of this study demonstrate the importance of the type and timing of loyalty program rewards on customer perceptions of the value of the loyalty program. In addition, this study is a step forward in providing a deep understanding of the impact of such perceptions on loyalty. These findings fill a number of research gaps and provide tangible guidance for practitioners.

What users say about public libraries: an analysis of Google Maps reviews

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ángel Borrego ◽  
Maite Comalat Navarra
Keyword(s):  
Peer Review ◽  
Public Libraries ◽  
Online Reviews ◽  
Google Maps ◽  
Content Type ◽  
Effective Strategies ◽  
Library Users ◽  
Online Library ◽  
The Impact ◽  
The City

PurposeGoogle Maps is a web platform that allows users to review businesses and services, including libraries. Given the impact of online reviews on the corporate reputation of companies and institutions, it is important to understand how library users disseminate and process reviews on online sites. This study explores whether Google Maps is being used by users of public libraries in the city of Barcelona (Spain) to share their views on libraries' facilities and services and what perception of the library they transmit.Design/methodology/approachRecords corresponding to the 40 public municipal libraries in Barcelona were retrieved from Google Maps. For each library, the average “rating” (a quantitative assessment of the library) and a sample of the ten most recent “reviews” (a text and/or photograph(s) that accompanies the rating) were analysed. Reviews were categorised into eight categories: “children's areas”, “collections”, “location”, “facilities”, “general reviews”, “opening hours”, “staff” and “technology”.FindingsAll of the city's 40 public libraries are present in Google Maps and have been reviewed by users, usually with high ratings. The number of replies to users' reviews by library managers is negligible. Reviews with low ratings tend to be longer than those with high ratings. In the reviews, children's areas, collections and library location are given positive ratings. Facilities also receive positive reviews, although to a lesser extent, and two issues receive criticism: noise and lack of seating space for studying. Three aspects of the libraries attract similar numbers of positive and negative reviews: staff, opening hours and technology. The study concludes that Barcelona's public libraries should devote more resources for keeping the information in their profiles updated. They should also monitor users' opinions and create guidelines to offer feedback, especially to negative reviews.Research limitations/implicationsThe research is limited by being restricted to a single platform (Google Maps) and a single city (Barcelona). Those writing reviews in Google Maps may not constitute a representative sample of library users. “Local guides”, who tend to award higher ratings than other users, participate in a programme that allows them to earn points that may be exchanged for benefits. Therefore, it is possible that at least some “local guides” publish reviews on public libraries they hardly know (if at all) just to obtain benefits. Similarly, the large number of users commenting on study spaces suggests that young people may be over-represented.Originality/valueMany studies have analysed transaction data in online library settings, including visits, searches, downloads, etc. but there are no examples of analyses of user-generated content such as texts or photos uploaded to review sites and social media. The results of this study will help to improve the understanding of how library patrons see public libraries and to design effective strategies to respond to and generally manage their suggestions and complaints.Peer reviewThe peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-09-2019-0291

Impact of employee job satisfaction and commitment on customer perceived value

2019 ◽  
Vol 38 (3) ◽  
pp. 737-755
Author(s):  
Hanen Charni ◽  
Isabelle Brun ◽  
Line Ricard
Keyword(s):  
Job Satisfaction ◽  
Affective Commitment ◽  
Positive Impact ◽  
Perceived Value ◽  
Content Type ◽  
Customer Perceptions ◽  
Employee Job Satisfaction ◽  
Customer Perceived Value ◽  
The Impact ◽  
Formative Index

Purpose The purpose of this paper is to analyse the impact of employee job satisfaction and affective commitment as perceived by customers on customer perceived value, more specifically its benefits dimensions. Design/methodology/approach A total of 652 panellists from a large Canadian polling firm self-administer a web-based questionnaire. To measure customer perceived value, a formative index is used which contributes to topical literature through a unique methodology. Hypotheses are tested using a structural equation model. Findings An analysis of the direct, indirect and total effects confirms the unique positive impact of employee job satisfaction and affective commitment, as perceived by customers, on the emotional, social, relationship and epistemic benefits, as well as on the formative index of customer perceived value. Practical implications Customer perceptions of employee attitudes (job satisfaction and affective commitment) represent a unique opportunity for banks to differentiate their value proposition in a hypercompetitive market. Originality/value This study is the first to consider customer perceptions of employee job satisfaction and affective commitment in relation to a formative index of customer perceived value and its related benefits dimensions.

The impact of brand associations on brand loyalty in the football industry

2016 ◽  
Vol 6 (5) ◽  
pp. 499-519 ◽  
Author(s):  
Daniel Maderer ◽  
Dirk Holtbruegge ◽  
Rachel Woodland
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Management ◽  
Negative Impact ◽  
Equation Modeling ◽  
Brand Associations ◽  
Content Type ◽  
Attitudinal Loyalty ◽  
The Usa ◽  
The Impact

Purpose The purpose of this paper is to explore the impact of brand associations on brand loyalty of fans toward professional football clubs in developed and emerging football markets (EFM). In particular, the following research questions are answered: how important are different determinants of brand associations for fans from developed football markets (DFM) and EFM? Are there any major differences in the importance of different brand associations and their influence on brand loyalty between fans from DFM and EFM? Design/methodology/approach Based on the customer-based brand equity framework the impact of brand associations on brand loyalty is tested with a sample of 3,587 fans from DFM – Germany, England, Spain, Italy, and France (2,032) – as well as fans from EFM – Brazil, Russia, India, China, and the USA (1,555). Findings Structural equation modeling is applied and shows a negative impact of brand attributes on attitudinal loyalty, whereas brand benefits positively impact attitudinal loyalty. Furthermore, significant differences between fans from developed and EFM are revealed. Implications for the management of football teams and for research on brand management are derived. Originality/value This study extends the work of Gladden and Funk (2001) by expanding the model used to assess brand loyalty and analyzes it empirically in different football markets. When looking to foster attitudinal loyalty, marketers should concentrate on benefit associations instead of attribute associations. Most importantly, marketers should be aware that when focusing on developing brand loyalty amongst EFM fans, they should not simply apply the same strategies that proved to be effective in DFM and vice versa.

Mobile-banking adoption: empirical evidence from the banking sector in Pakistan

2018 ◽  
Vol 36 (7) ◽  
pp. 1386-1413 ◽  
Author(s):  
Maya F. Farah ◽  
Muhammad Junaid Shahid Hasni ◽  
Abbas Khan Abbas
Keyword(s):  
Perceived Risk ◽  
Structural Equation ◽  
Banking Sector ◽  
Perceived Value ◽  
Equation Modeling ◽  
Mobile Banking ◽  
Content Type ◽  
Actual Use ◽  
Use Behavior ◽  
The Impact

Purpose The purpose of this paper is to study the important factors which help explain consumer intention and use behavior in mobile banking (m-banking) adoption. All constructs of the unified theory of acceptance and use of technology 2 are studied. Non-monetary value is studied through perceived value. Trust and perceived risk are also included to predict intention. Design/methodology/approach A questionnaire was utilized to evaluate customer responses on a five-point Likert scale. A convenience sampling technique was used to collect data from a sample of 490 respondents in Pakistan. The data were analyzed using AMOS and SPSS for Cronbach’s α, CR, CMV, AVE, Harmon’s single factor test, correlation and structural equation modeling. Findings The results of the study show that most of the predictors of intention, including perceived value, performance expectancy, habit, social influence, effort expectancy, hedonic motivation (except for facilitating condition), perceived risk and trust, are significant. All predictors of usage behavior are significant. Research limitations/implications A cross-sectional study was conducted due to time constraints. Practical implications Bank managers must focus on improving customers’ intentions to use m-banking as well as on providing facilitating conditions to increase its actual use. To boost mobile banking, banks’ management must consider the customers’ habits while designing their m-banking products. Originality/value The findings of this paper are not only interesting in terms of boosting m-banking diffusion rate, but also in terms of financial inclusion of the vast majority of mobile users. Further the impact of intention, facilitating condition and habit were checked on actual use behavior since people tend not always to act upon their intentions.

Fake news and brand management: a Delphi study of impact, vulnerability and mitigation

2019 ◽  
Vol 29 (2) ◽  
pp. 246-254 ◽  
Author(s):  
Andrew Flostrand ◽  
Leyland Pitt ◽  
Jan Kietzmann
Keyword(s):  
Expert Opinion ◽  
Delphi Study ◽  
Social Life ◽  
Brand Management ◽  
Mitigation Strategies ◽  
Fake News ◽  
Content Type ◽  
Management Domain ◽  
International Panel ◽  
The Impact

Purpose Fake news is presently one of the most discussed phenomena in politics, social life and the world of business. This paper aims to report the aggregated opinions of 42 brand management academics on the level of threat to, the involvement of, and the available actions of brand managers resulting from fake news. Design/methodology/approach A Delphi study of 42 academics with peer-reviewed publications in the brand management domain. Findings The study found that on some dimensions (e.g. the culpability of brand managers for incentivizing fake news by sponsoring its sources), expert opinion varied greatly. Other dimensions (e.g. whether the impact of fake news on brand management is increasing) reached a high level of consensus. The general findings indicate that fake news is an increasing phenomenon. Service brands are most at risk, but brand management generally is need of improving or implementing, fake news mitigation strategies. Research limitations/implications Widely diverse opinions revealed the need for conclusive research on the questions of: whether brands suffer damage from sponsoring fake news, whether fake news production is supported by advertising and whether more extensive use of internet facilitated direct interactions with the public through crowdsourcing increased vulnerability. Practical implications Experts agreed that practitioners must become more adept with contemporary tools such as fake news site blacklists, and much more aware of identifying and mitigating the brand vulnerabilities to fake news. Social implications A noteworthy breadth of expert opinion was revealed as to whether embellished or fabricated brand narratives can be read as fake news, inviting the question as to whether brands now be held to higher standards of communication integrity. Originality/value This paper provides a broad-shallow exploratory overview of the professional opinions of a large international panel of brand management academics on how the recent arrival of industrial fake news does, and will, impact this field.

Sign in / Sign up

Export Citation Format

Share Document