People make the brand: a commentary

2018 ◽  
Vol 16 (4) ◽  
pp. 380-387
Author(s):  
Kristin Backhaus
Keyword(s):  
Design Methodology ◽  
Word Of Mouth ◽  
Cross Cultural ◽  
Future Research ◽  
Employer Branding ◽  
Content Type ◽  
Brand Reputation ◽  
Employer Brand ◽  
Brand Ambassadors ◽  
Cultural Branding

Purpose The paper aims at a commentary on Graham and Cascio, “The employer-branding journal: its relationship with cross-cultural branding, brand reputation and brand repair”. Design/methodology/approach Based on the authors’ statement that “people make the brand”, this paper discusses elements of brand making and brand breaking. Findings Specifically, the paper discusses the creation of the employer brand, the positives and negatives of employees as brand ambassadors and the manner in which word-of-mouth information influences brands. Originality/value This commentary reflects on Graham and Cascio’s work and concludes with suggestions for future research.

Haunted by the past: transformations and daily challenges of China's prosthetics

2020 ◽  
Vol 10 (1) ◽  
pp. 115-124
Author(s):  
Chunchun Wang
Keyword(s):  
Design Methodology ◽  
Cross Cultural ◽  
Future Research ◽  
Institutional Pressures ◽  
Rehabilitation Center ◽  
Content Type ◽  
The Past ◽  
Daily Experiences ◽  
History Of ◽  
Depth Interviews

PurposeThe purpose of this paper is to examine the transformations of prosthetic practices in China, as well as the daily experiences and dilemmas arising from the everchanging practices since 1949. On the basis of materials, this paper explores an everyday perspective to review the history of technology.Design/methodology/approachEthnography was collected with the application of participant observations, informal interviews and in-depth interviews during a 13-months study at a rehabilitation center in Chengdu, China. The literature on prosthetic manufacturing was also reviewed for this paper.FindingsChina's prosthetic technology seems to evolve from traditional to modern. However, this progressive narrative – innovation-based timeline (Edgerton, 2006, xi) – has been challenged by daily practices. Due to institutional pressures, prosthetists are in a dilemma of selectively using their knowledge to create one kind of device for all prosthesis users with a certain kind of disability, thereby regulating the physical and social experiences of prosthesis users. Besides, prosthesis users are accustomed to prostheses made with old techniques, and must correct themselves from old experiences to the daily practices recognized by the selected techniques.Originality/valueThis paper provides a cross-cultural case to reexamine Edgerton's criticism of the progressive and orderly innovation-centric technological narrative. More importantly, it reviews the history and practices of China's prosthetics from daily experiences rather than Edgerton's concentration on technology; therefore, it provides an everyday perspective for future research on technological transformations.

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.

Motivations for sharing marketer-generated content on social media: a comparison between American and Korean college students

2019 ◽  
Vol 36 (1) ◽  
pp. 206-217 ◽  
Author(s):  
Mira Lee ◽  
Jieun Lee ◽  
Elizabeth Quilliam
Keyword(s):  
Design Methodology ◽  
Online Survey ◽  
Word Of Mouth ◽  
Cross Cultural ◽  
Self Presentation ◽  
Content Type ◽  
The Us ◽  
Different Types ◽  
Similarities And Differences ◽  
Korean College Students

Purpose This study examined both American and Korean consumers’ motivation to share marketer-generated content (MGC) on Facebook and how these motives are related to the frequency of various types of sharing activities and the frequency of sharing various types of MGC. Design/methodology/approach An online survey was conducted in the US and Korea. Findings The findings demonstrated that both American and Korean consumers share MGC for several reasons: liking/helping the brand, self-presentation/social interaction, economic rewards, and entertainment. In addition to these four motivations, Korean consumers also share MGC with others to offer information that may be of use to them. These different types of motivations were associated with the frequency of sharing MGC directly from Facebook brand pages, of re-sharing what Facebook friends shared first, of adding comments when sharing, and of sharing different types of MGC differently. We found similarities and differences in the patterns of these relationships between the US and Korea. Originality/value Although many studies on electronic word of mouth (eWOM) have examined consumers’ motivations for providing consumer-generated content, research on consumer motivations to forward marketer-generated content is scarce. Additionally, earlier work examined the influences of motivation on sharing in general and on a certain type of MGC. Our findings that focused on various types of motivations to share MGC, and their influences on various types of MGC and specific types of sharing activities can provide a more complete picture than what was previously available in the eWOM literature. Further, by comparing American consumers’ motivations to share MGC on SNSs and their influences on sharing activities with those of Korean consumers, this study contributes to building a body of cross-cultural studies on consumer sharing of MGC.

scholarly journals Role of organizational career websites for employer brand development

2019 ◽  
Vol 27 (1) ◽  
pp. 149-168 ◽  
Author(s):  
Priya Gunesh ◽  
Vishwas Maheshwari
Keyword(s):  
Undergraduate Students ◽  
Design Methodology ◽  
Banking Sector ◽  
Structured Interviews ◽  
Employer Branding ◽  
Content Type ◽  
Brand Development ◽  
Employer Brand ◽  
Purposive Sample

PurposeThe paper aims to demonstrate the utilization of banks’ career website for publicizing the employer branding strategy to enable effective strategic talent relationship management through talent attraction, engagement and retention.Design/methodology/approachA qualitative approach using purposive sample comprising HR professionals involving HR directors, reward managers and talent relationship managers, participated in semi-structured interviews.FindingsThis paper provides empirical insights on the use of career websites to disseminate the employer brand. The findings reveal the presence of recruitment orientation career websites across the banking sector. It also conveys HR practitioners’ suggestions for revamping the banks’ career websites to a more screening orientation approach for greater interactivity by both the internal and external talent pools.Research limitations/implicationsThe paper depicts the importance attributed around the utilization of career websites in promoting the employer brand by the HR community across the banking sector. It provides clear insights about the specific contents of career websites to enable sustainable talent attraction, engagement and retention.Originality/valueThis paper provides a qualitative insight to the study of employer branding and career websites. Whereas most previous research on career websites have been of a quantitative nature relying predominantly on fictitious websites, having mostly undergraduate students as research participants. This study contributes enormously to the existing literature and practice by unveiling the perceptions of HR professionals on the dissemination of the employer brand through the career website.

scholarly journals What characterises luxury products? A study across three product categories

2016 ◽  
Vol 28 (1) ◽  
pp. 76-95 ◽  
Author(s):  
Therese Sjostrom ◽  
Armando Maria Corsi ◽  
Larry Lockshin
Keyword(s):  
Design Methodology ◽  
Critical Role ◽  
Future Research ◽  
Content Type ◽  
Product Categories ◽  
Brand Reputation ◽  
Price Point ◽  
Best Worst Scaling ◽  
Premium Price ◽  
Luxury Products

Purpose – This study aims to test whether the attributes developed via qualitative or conceptual approaches link to the concept of luxury when measured using a quantitative approach. Given the critical role price has in the definition and identification of luxury products, this research measures whether the use of different attributes is exclusively associated with the highest price points in each category or whether there is some level of sharing with lower price points. Design/methodology/approach – A total of 431 respondents sociodemographically representative of the Australian population were screened for familiarity with the category and then randomly assigned to one of three product categories (wine, spirits and perfume). Best–worst scaling was used to measure the associations between different attributes and the concept of luxury, while the pick-any method was used to measure the association of different attributes to different price points. Findings – The findings are consistent across the three categories investigated, i.e. “premium quality”, “authentic/trustworthy brand” and “good brand reputation/status”, are much more associated with luxury than with regular brands. “Luxury”, “premium”, “antique/old vintage”, “limited production/edition” and “premium price” consistently cluster around the highest price point in each category, while the other attributes tested did not. Originality/value – Despite the plethora of research about attributes associated with the luxury concept, this is the first study attempting to measure the size of the association. The consistency of the results across the three product categories is encouraging in terms of the generalisability of the results for future research.

Rude bosses versus rude subordinates

2019 ◽  
Vol 31 (2) ◽  
pp. 175-199 ◽  
Author(s):  
Ceren Günsoy
Keyword(s):  
Design Methodology ◽  
Laboratory Experiments ◽  
Limited Range ◽  
Cross Cultural ◽  
Cultural Work ◽  
Future Research ◽  
Content Type ◽  
Southern States ◽  
The Usa ◽  
Diverse Cultures

Purpose Workplace incivility has detrimental effects on targets of such behaviors and can lead to further conflict. This research aims to examine whether cultural differences in people’s approach to social respect and status may influence their responses to incivility displayed by superiors and subordinates. Design/methodology/approach Three studies (n = 1043) examined how people from honor cultures (southern states of the USA; Latin America) and dignity cultures (northern states of the USA) would perceive and respond to uncivil superiors relative to uncivil subordinates. Studies 1 and 2 used scenarios; in Study 3, employed participants recalled their own incivility experiences. Findings Participants from honor cultures were more likely to perceive the mistreatment negatively if it came from a superior than a subordinate (all studies) and more likely to indicate that they would retaliate against an uncivil superior than an uncivil subordinate (Studies 1 and 3). Moreover, for participants from honor cultures (but not from dignity cultures), anger mediated the relation between the appraisal of incivility and retaliation only when the offender was a superior (all studies). Research limitations/implications This research relied on scenarios and people’s recollections, focusing on a limited range of responses to incivility. Future research should conduct laboratory experiments and examine additional responses. Nevertheless, these findings suggest that being mistreated by a superior or a subordinate has different meanings and consequences for people from diverse cultures, which can have implications for cross-cultural work interactions. Originality/value To the best of the author’s knowledge, this research is the first to compare people’s emotional and behavioral responses to uncivil superiors with their responses to uncivil subordinates in honor cultures.

Inspiration at work: is it an oxymoron?

2013 ◽  
Vol 9 (1) ◽  
pp. 113-130 ◽  
Author(s):  
Alex Avramenko
Keyword(s):  
Design Methodology ◽  
Management Practice ◽  
Cross Cultural ◽  
Future Research ◽  
Philosophical Hermeneutics ◽  
Instrumental Approach ◽  
Content Type ◽  
Cross Cultural Study ◽  
Contemporary Management ◽  
Different Levels

Purpose – The purpose of this paper is to present results of an exploratory cross-cultural study aiming to examine the role and meaning of inspiration in organisational settings to advance the contemporary understanding of inspiration and its manifestations. Design/methodology/approach – The study utilises Gadamerian philosophical hermeneutics to cultivate an understanding of the rationalisations of inspiration at work and to explore its conceptualisations to inform future research. Findings – The findings strongly indicate that inspiration in its numerous manifestations is not confined to the domain of personal life and that it often occurs in organisational settings. There are no indications that inspiration is affected by the cultural belongingness of employees, rather it is found that attitudes towards inspiration differ among representatives of the different levels of the organisational hierarchy. A connection between motivation and inspiration is discussed and indication found that at the level of lay accounts the concepts are perceived to be both different and complementary. Originality/value – The article presents a conceptualisation of inspiration in an organisational context to guide future research towards a more instrumental approach to recognising and utilising inspiration in contemporary management practice.

Employer brand trust and affect: linking brand personality to employer brand attractiveness

2014 ◽  
Vol 48 (1/2) ◽  
pp. 218-236 ◽  
Author(s):  
Linn Viktoria Rampl ◽  
Peter Kenning
Keyword(s):  
Brand Personality ◽  
Future Research ◽  
Brand Trust ◽  
Employer Branding ◽  
Content Type ◽  
Employer Brand ◽  
The One ◽  
Brand Attractiveness ◽  
Brand Affect ◽  
Underlying Processes

Purpose – The importance of employer branding to attract talent in organizations is increasing rapidly. Brand personality traits, particularly, have been shown to explain considerable variance in employer brand attractiveness. Despite such awareness, little is known about the underlying processes of this effect. The purpose of the authors is to close the research gap by drawing on a consumer brand model of brand affect and trust as a means of explaining employer brand attractiveness. Design/methodology/approach – Students interested in working in the consultancy industry completed a survey designed to evaluate consultancy employer brands. Established scales for brand personality, trust, and affect, and employer brand attractiveness were used to test the conceptual model. Findings – The results indicate that employer brand trust and affect are both influenced by the brand personality trait sincerity. Further, employer brand affect was positively affected by the traits excitement and sophistication, while negatively affected by ruggedness. Together, employer brand affect and trust explain 71 per cent of the variance in employer brand attractiveness. Research limitations/implications – While the results show the importance of branding an organization as a sincere, exciting, and sophisticated employer, future research is needed to identify adequate marketing tools to achieve this goal, also in other industries besides the one investigated here. Originality/value – This study is the first to apply a model that includes brand personality, trust, and affect to employer branding. By doing so, the variance explained in employer brand attractiveness could be increased substantially.

scholarly journals Antecedents of word of mouth behaviour among female grocery shoppers in Iran

2017 ◽  
Vol 8 (1) ◽  
pp. 2-15 ◽  
Author(s):  
Patricia Harris ◽  
Nasim Alsadat Khatami
Keyword(s):  
Design Methodology ◽  
Word Of Mouth ◽  
Future Research ◽  
Grocery Shopping ◽  
Relative Importance ◽  
Content Type ◽  
Factors Affecting ◽  
Grocery Retailing ◽  
Retail Managers ◽  
Practical Implications

Purpose The purpose of this paper is to report on research on the antecedents of word of mouth (WOM) behaviour among Iranian women in the context of grocery shopping. Design/methodology/approach Using a survey instrument, the authors empirically test the conceptual model of De Matos and Rossi. Findings This paper finds support for the model and finds satisfaction, commitment, loyalty, trust, perceived value and quality to be significant antecedents of WOM. Commitment is found to be the most significant predictor of WOM. Research limitations/implications This paper examines only factors affecting the initiation of positive WOM; future research should examine also drivers of negative WOM. The study sample consists of female shoppers at Tehran branches of one grocery retailer. There is scope to extend the research to shoppers of other grocery retailers and to other parts of Iran. Practical implications The findings provide useful insight for practitioners in identifying the relative importance of drivers of WOM. This research suggests that satisfaction is the weakest predictor of WOM, and therefore, it is dangerous for grocery retail managers to rely on customer satisfaction metrics as indicators of WOM initiation. Originality/value This research appears to be the first study of WOM in the context of Iranian grocery retailing, a sector which is both fast growing and undergoing structural change.

scholarly journals Advantages and potential challenges of data management in e-maintenance

2019 ◽  
Vol 25 (3) ◽  
pp. 378-396 ◽  
Author(s):  
Arian Razmi-Farooji ◽  
Hanna Kropsu-Vehkaperä ◽  
Janne Härkönen ◽  
Harri Haapasalo
Keyword(s):  
Data Management ◽  
Design Methodology ◽  
Management Practices ◽  
Future Research ◽  
Conceptual Approach ◽  
Content Type ◽  
Different Types ◽  
Maintenance Systems ◽  
Industry Leader ◽  
Practical Implications

Purpose The purpose of this paper is twofold: first, to understand data management challenges in e-maintenance systems from a holistically viewpoint through summarizing the earlier scattered research in the field, and second, to present a conceptual approach for addressing these challenges in practice. Design/methodology/approach The study is realized as a combination of a literature review and by the means of analyzing the practices on an industry leader in manufacturing and maintenance services. Findings This research provides a general understanding over data management challenges in e-maintenance and summarizes their associated proposed solutions. In addition, this paper lists and exemplifies different types and sources of data which can be collected in e-maintenance, across different organizational levels. Analyzing the data management practices of an e-maintenance industry leader provides a conceptual approach to address identified challenges in practice. Research limitations/implications Since this paper is based on studying the practices of a single company, it might be limited to generalize the results. Future research topics can focus on each of mentioned data management challenges and also validate the applicability of presented model in other companies and industries. Practical implications Understanding the e-maintenance-related challenges helps maintenance managers and other involved stakeholders in e-maintenance systems to better solve the challenges. Originality/value The so-far literature on e-maintenance has been studied with narrow focus to data and data management in e-maintenance appears as one of the less studied topics in the literature. This research paper contributes to e-maintenance by highlighting the deficiencies of the discussion surrounding the perspectives of data management in e-maintenance by studying all common data management challenges and listing different types of data which need to be acquired in e-maintenance systems.

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