Employer brand equity measurement

2016 ◽  
Vol 15 (1) ◽  
pp. 29-33 ◽  
Author(s):  
Dmitry Kucherov ◽  
Violetta Samokish
Keyword(s):  
Brand Equity ◽  
Design Methodology ◽  
Brand Awareness ◽  
Target Groups ◽  
Content Type ◽  
Brand Evaluation ◽  
The Core ◽  
Brand Measurement ◽  
Employer Brand ◽  
Practical Implications

Purpose – This paper aims to assess the value of the employer brand through employer brand equity. Design/methodology/approach – Based on the model of employer brand equity by B. Minchington, the core employer brand assets (employer brand awareness, associations, loyalty, perceived employment experience) for three large companies are measured and the total employer brand equity strength is evaluated. Findings – The paper demonstrates a quantitative approach to employer brand evaluation. It takes into account the core target groups of the employer brand and could be the integrated tool for the assessment of the employer brand equity strength and its separate assets. Practical implications – In the paper, the universal formula for total employer brand strength evaluation is proposed. It provides evidence that employer brand needs to be measured systematically and depending on the value of its particular assets different employer brand activities should be intervened. Originality/value – The value of this paper is to provide the human resource team with a holistic set of tools for employer brand measurement to comprehend the competitive position of the company as an employer on the labor market.

Improving brand equity

2015 ◽  
Vol 31 (10) ◽  
pp. 9-11
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Design Methodology ◽  
Reading Time ◽  
Brand Awareness ◽  
Brand Associations ◽  
Content Type ◽  
Pertinent Information ◽  
Quality Dimensions ◽  
Practical Implications

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – A growing perception among many consumers is that brands and products are becoming increasingly more homogenous. Firms thus face an even greater challenge in the quest to make their offerings stand out from the crowd. Given the fiercely competitive landscape, the importance of brand equity cannot be overstated. High levels of equity indicate a strong brand that will be able to make its presence felt in the marketplace. Brand equity is often conceptualized as incorporating brand associations, brand loyalty, brand awareness and perceived quality dimensions. Brand associations are regarded as particularly influential. Consumers form these associations based on their knowledge and experience of the brand. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Sport team brand-equity index: a new measurement

2017 ◽  
Vol 9 (2) ◽  
pp. 169-188 ◽  
Author(s):  
Anish Yousaf ◽  
Anil Gupta ◽  
Abhishek Mishra
Keyword(s):  
Brand Equity ◽  
Design Methodology ◽  
Content Type ◽  
Sport Team ◽  
The Core ◽  
Emotional Bonds ◽  
Sport Teams ◽  
Equity Index ◽  
Team Brand ◽  
Practical Implications

PurposeSport teams not only compete with other teams for the ultimate prize but also for a share of customer mind space. For winning fan loyalty and resultant economic success, management of sport teams need to focus on team-branding, and thus, developing and measuring a team’s brand equity becomes essential, which is the core purpose of this paper. Design/methodology/approachCurrent work builds upon previous efforts to develop a reliable and, more importantly, a parsimonious sport team brand-equity (STBE) index, as opposed to the usual multi-dimensional reflective scales, too complicated and not of much use to practitioners. FindingsThe authors propose that the STBE index having eight indicators is enough to capture the full domain of the concept and provide a snapshot about the ability of a team’s administration to create strong emotional bonds with its fans. Research limitations/implicationsApart from demographics of the respondents, an important drawback is that the STBE index is from the perspective of television or online viewers and not those watching live in stadiums. This work contributes to extant sports brand equity literature by proposing a simpler scale made of casual variables, as opposed to reflective scales running into large number of similar items, a first of its kind in this domain. The authors also are able to forward the growing call for developing more of such scales through this effort. Practical implicationsNot only can the present scale be easily used by sport-marketers and researchers, it will be especially useful for marketing managers who want to associate their brands with sport teams, as it affects performance of their own brand. Originality/valueThe work represents a novel effort for developing a team-based brand equity and, to the authors’ knowledge, has not been attempted in this literature before.

Exploring lack of closure as a brand transgression

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jacqueline Burgess ◽  
Christian Jones
Keyword(s):  
Brand Equity ◽  
Thematic Analysis ◽  
Design Methodology ◽  
Word Of Mouth ◽  
Brand Management ◽  
Negative Word ◽  
Television Series ◽  
Content Type ◽  
Brand Transgression ◽  
Practical Implications

Purpose This study aims to contribute to research into narrative brands by investigating if the lack of closure in the ambiguous season two’s ending of the Australian television series, Wanted, constituted a brand transgression. Design/methodology/approach Comments on posts about Wanted from social media accounts associated with the series were downloaded and analysed using thematic analysis informed by non-participatory netnography. Findings Audiences found the ambiguous ending of Wanted season two disappointing and it did not fulfil implied promises and their expectations, which fits the description of a brand transgression, and so they engaged in behaviours indicative of a brand transgression such as spreading negative word of mouth online. The ambiguous ending could have been a cliff-hanger to lead into a third season that was not guaranteed when the final episode aired, or the ending for the entire series. Although a third season was eventually made and positively received by audiences, viewer numbers declined by nearly a third, illustrating the importance of brand management for narrative brands. Practical implications This research has implications for the creators of television series, particularly if they do not know if it will be renewed. Not providing audiences with their expected closure can constitute a brand transgression and damage the narrative brand’s residual brand equity and potential earnings from streaming or a revival at a later date. Originality/value Prior research has focused on audiences’ responses to definitive endings, rather than ambiguous endings, which is the focus of this research. Furthermore, narrative brands are still an under-researched context.

Product advertising and viral stealth marketing in online videos

2016 ◽  
Vol 68 (3) ◽  
pp. 250-264 ◽  
Author(s):  
Lars Michael Wendt ◽  
Joachim Griesbaum ◽  
Ralph Kölle
Keyword(s):  
Research Design ◽  
Design Methodology ◽  
Online Communication ◽  
Online Marketing ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Content Type ◽  
Online Videos ◽  
Brand Perception ◽  
Practical Implications

Purpose – In the context of social media marketing, so called viral stealth videos (VSVs) often attract as much or even more attention than videos that directly advertise products (product advertising video (PAV)). However, beyond this, the product or brand-related impact of such videos is not so clear. In this context, the purpose of this paper is to investigate brand perception of PAVs and VSVs in YouTube. Design/methodology/approach – The research design is based on an examination of comments of six VSVs and six PAVs on YouTube. Therefore, the content of 1,080 posts was analyzed to capture the topic, the attitude toward the video and the pragmatic intent of posts. Findings – Results indicate that there are strong differences with regard to users ' perception of the two analyzed video type segments. The content of VSVs is clearly recognized as positive more often than the content of PAVs. In contrast, only PAVs evoke substantial brand awareness but receive rather mixed results with regards to brand assessment. Research limitations/implications – As a whole, the study is widely descriptive and of explorative value. Nevertheless, the research design can be estimated as a first step to measure the brand-related impact of online videos. Ideally, the data generated in the investigation should be combined with traffic and conversion data of the brands’ websites to get an encompassing picture of the marketing related impact of the investigated online videos. Practical implications – Seen from a marketers’ perspective, one can recommend PAVs over VSVs as there are hardly any brand-related impacts of VSVs visible in online communication. PAVs are perceived less positively but they are able to evoke brand awareness at least. Originality/value – According to the authors’ knowledge this investigation is one of only a few studies that analyzes real online communication in the context of video-based online marketing.

Entrepreneurial selling in context

2019 ◽  
Vol 21 (2) ◽  
pp. 103-125
Author(s):  
Linden Dalecki
Keyword(s):  
Design Methodology ◽  
Early Stage ◽  
Marketing Research ◽  
Future Research ◽  
Entrepreneurial Success ◽  
Content Type ◽  
Customer Feedback ◽  
The Core ◽  
Four Quadrant ◽  
Practical Implications

Purpose The purpose of this study is to provide a general review of the existing academic and practitioner literatures, pertaining to entrepreneurial selling with a view to articulate major entrepreneurial selling practices, patterns and principles that lead to entrepreneurial success and to propose two four-quadrant matrices. Design/methodology/approach The paper explores commonalities and distinctions in the entrepreneurial selling concepts articulated by Deutsch and Wortmann and Onyemah and Rivera-Pesquera – and relevant writings by Blank as well as Sarasvathy – are explored and analyzed. Findings It was found that the early stage entrepreneurial selling activities of founders – as a means of gleaning prospective customer feedback for product prototyping – form the core of contemporary entrepreneurial selling conceptualizations. Two provisional four-quadrant entrepreneurial selling matrices are proposed corresponding to the literature reviewed. Research limitations/implications It is hoped that the two four-quadrant matrices might serve as a springboard for future researchers interested in exploring entrepreneurial selling. The notion of preliminary selling as a valuable form of marketing research is also worthy of future research. Practical implications Given the extent to which the perspectives of entrepreneurship practitioners, clinical professors and consultants are cited and explored, manifold aspects of entrepreneurial selling are put forth. The various approaches to preliminary selling that are explored are of especially high value to practitioners. Originality/value This is the first paper to fully explore the commonalities and distinctions across the entrepreneurial selling conceptualizations developed by Deutsch and Wortmann, as well as by Onyemah and Rivera-Pesquera, and the first to propose a conceptual framework focused specifically on entrepreneurial selling.

scholarly journals Responsible talent management: towards guiding principles

2020 ◽  
Vol 7 (2) ◽  
pp. 221-236
Author(s):  
Stephen Swailes
Keyword(s):  
Business Ethics ◽  
Empirical Research ◽  
Design Methodology ◽  
Talent Management ◽  
Socially Responsible ◽  
Content Type ◽  
The Core ◽  
Management Project ◽  
Conceptual Paper ◽  
Practical Implications

PurposeThis article addresses three concerns about the operationalization and possible effects of exclusive talent management; the core assumptions that underpin and shape talent practices, the problem of fair talent identification and potentially adverse employee reactions.Design/methodology/approachThis is a conceptual paper that integrates empirical research on talent and talent management with ideas from business ethics.FindingsOrganizations should not simply assume that they meet the underlying assumptions of talent management. Where the assumptions can reasonably be shown to be valid, then a framework based on a set of principles is suggested to guide organizational approaches towards responsible talent management.Practical implicationsThe article provides talent practitioners with a set of principles, or at least some substantive suggestions, to be considered in the design of socially responsible talent management programmes and in programme evaluation.Social implicationsThe article provides guidance for organizations wishing to improve the care of their workforce in relation to strategies of employee differentiation based on performance and potential.Originality/valueDespite the burgeoning literature on talent management, the topic has not received much attention from an ethical and socially responsible viewpoint. This article adds to that literature and suggests further research particularly concerning the existence of real talent differences on which the entire talent management project is based.

Influencer identification in Twitter networks of destination marketing organizations

2017 ◽  
Vol 8 (2) ◽  
pp. 205-219 ◽  
Author(s):  
Jane F. Bokunewicz ◽  
Jason Shulman
Keyword(s):  
Network Analysis ◽  
Design Methodology ◽  
Brand Awareness ◽  
Destination Marketing ◽  
Network Data ◽  
Strategic Partnerships ◽  
Content Type ◽  
Special Events ◽  
Us Cities ◽  
Practical Implications

Purpose Destination marketing organizations (DMOs) use Twitter to promote attractions and special events and to build brand awareness. Tweets of a DMO spread through a complex network of connected accounts. Some of these are more influential than others due to their position within the network. This paper aims to use a network analysis of 14 DMOs to identify the categories of influencers that have the greatest reach. Design/methodology/approach NodeXL was used to download and analyze network data from Twitter during July 2016 for a collection of DMOs promoting US cities. Accounts in the networks were ranked using several measures of relative influence such as the number of times the accounts mentioned/retweeted others or were mentioned in posts about the DMO. The most influential accounts in the network were identified and coded by category. Findings Media, promotional accounts and those of individuals were determined to be influential by each metric considered. Stakeholders such as hotels and restaurants occupy positions of low importance in the networks and generally do not capitalize on opportunities provided by the DMOs. Practical implications DMOs can seek out strategic partnerships with key influencers to maximize their effectiveness. Additionally, stakeholders can improve their Twitter presence by interacting with the DMOs and other influential accounts. Originality/value This paper identifies influencers that can aid in DMOs’ marketing campaigns. It also presents a methodology that can monitor the effectiveness of such campaigns, something absent in the current literature.

The core potential of mergers and acquisitions to boost profits and research and development innovation

2018 ◽  
Vol 34 (11) ◽  
pp. 14-16
Keyword(s):  
Mergers And Acquisitions ◽  
Knowledge Creation ◽  
Design Methodology ◽  
Reading Time ◽  
Acquisition Time ◽  
Content Type ◽  
The Core ◽  
Pertinent Information ◽  
Time Frames ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings This research paper concentrates on how M&As deliver increased profits and R&D intensity across varying post-acquisition time frames. The human mechanics beneath these achievements reveal that savvy knowledge creation and integration is crucial for extracting lasting value from an M&A. Originality/value The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Building firm capability: managerial incentives for top performance

2016 ◽  
Vol 37 (4) ◽  
pp. 41-46
Author(s):  
Francesco Castellaneta
Keyword(s):  
Competitive Advantage ◽  
Design Methodology ◽  
Private Equity ◽  
Firm Capabilities ◽  
Content Type ◽  
Incentive Programs ◽  
The Core ◽  
Capability Building ◽  
Firm Capability ◽  
Practical Implications

Purpose This paper aims to present a model of how incentives enhance competitive advantage by improving the sourcing, development and leveraging of firm capabilities. Design/methodology/approach The author first reviews the key findings of prominent academic and managerial papers on capability building and incentives. The author then proposes a model that advances our understanding of how incentives affect competitive advantage through capability building. The author applies this model to the empirical setting of private equity, where buyouts – by adopting the “carrot and stick” approach – improve the alignment of managerial and firm interests and, in turn, encourage capability building. Findings The model shows how incentives act on capabilities in three areas: the leveraging of existing capabilities, the sourcing of capabilities internally and the sourcing of capabilities externally. Practical implications The model is useful for focusing executives on how incentives impact the development of firm capabilities, which are at the core of competitive advantage. Originality/value This paper expands on existing literature by providing a model linking incentives to the competitive advantage of the firm. The model will encourage new ways of thinking about incentive programs, casting them as a method for developing firm capabilities and thereby sustaining firms’ competitive advantage.

Assessing brand equity in the luxury wine market by exploiting tastemaker scores

2017 ◽  
Vol 26 (5) ◽  
pp. 447-452 ◽  
Author(s):  
Amanda J. Blair ◽  
Christina Atanasova ◽  
Leyland Pitt ◽  
Anthony Chan ◽  
Åsa Wallstrom
Keyword(s):  
Brand Equity ◽  
Design Methodology ◽  
Online Database ◽  
Initial Sample ◽  
Specific Data ◽  
Content Type ◽  
Financial Perspective ◽  
Branded Product ◽  
Wine Market ◽  
Practical Implications

Purpose Calculating brand equity, the price differential that a branded product is able to charge compared to an unbranded equivalent, often suffers from a lack of a means to truly determine equivalence. Luxury wines have the benefit of an established measure of equivalency – the Parker score. Robert Parker’s influence as a tastemaker provides a point of comparison across brands. This study looks at brand equity of Bordeaux classified growth wines considering château brands, growths and vintages to illustrate the intangible value for the consumer. Design/methodology/approach Using price and wine-specific data from Wine-Searcher.com, an online database and search engine, an initial sample of 393 wines with Parker scores ranging from 72 to 100 is presented. A subset of perfect wines, with 100-point Parker scores, is also reviewed focusing on the great vintage of 2009. Findings The results indicate that brand equity in the luxury wine market exists. Not only is this true for the brand of a specific château, but there is also equity associated with the vintage and the growth. Practical implications This offers practical implications for brand managers in positioning their wines. Originality/value An analysis of luxury wines supports the financial perspective on brand equity, especially when there is a viable means of determining equivalence, such as the Parker score.

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