An integrative review of employer branding and OB theory.
ABSTRACT Purpose -- The purpose of this paper is to review the existing literature linked to the emerging field of employer branding, with a view to adding insight from the perspective of the management of human resources. Design/methodology/approach -- The approach taken entails reviewing books and academic journals from the arm of marketing, organisational behaviour (OB) and business management. The review shows that research and theory from a range of fields can help add to one's knowledge of employer branding; these include areas of research that investigate organisational attractiveness to potential new recruits, research and writing linked to the psychological contract literature as well as work that examines organisational identity, organisational identification and organisational personality characteristics. Research limitations/implications -- The main limitation of the review is that, while different areas and fields of research are being drawn on to help identify useful knowledge that can improve one's understanding of what effective employer branding might involve, the literature and research in each area will be (necessarily) selective. Practical implications -- The review has a number of general practical implications; many of these are highlighted in the propositions set out within each section. Originality/value -- The originality of the review is that it is unique in showing how different areas of literature can be linked to employer branding. The review helps to integrate the existing literature in a way which can help personnel practitioners to immediately see the relevance of theories and research from a range of key academic fields. [ABSTRACT FROM AUTHOR] Copyright of Personnel Review is the property of Emerald Group Publishing Limited and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
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Article: Dimensions of brand personality[show abstract] [hide abstract]
ABSTRACT: Although a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the Big Five dimensions, and explore the meaning of each dimension, no parallel research has been conducted in consumer behavior on brand personality. Consequently, an understanding of the symbolic use of brands has been limited in the consumer behavior literature. In this research, the author develops a theoretical framework of the the brand personality construct by determining the number and nature of dimensions of brand personality (Sincerity, Excitement, Competence, Sophistication, and Ruggedness). To measure the five brand personality dimensions, a reliable, valid, and generalizable measurement scale is created. Finally, theoretical and practical implications regarding the symbolic use of brands are discussed.Journal of Marketing research. 01/1997; 34(3):347-356.
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ABSTRACT: The literature on identification in organizations is surprisingly diverse and large. This article reviews the literature in terms of four fundamental questions. First, under “What is identification?,” it outlines a continuum from narrow to broad formulations and differentiates situated identification from deep identification and organizational identification from organizational commitment. Second, in answer to “Why does identification matter?,” it discusses individual and organizational outcomes as well as several links to mainstream organizational behavior topics. Third, regarding “How does identification occur?,” it describes a process model that involves cycles of sensebreaking and sensegiving, enacting identity and sensemaking, and constructing identity narratives. Finally, under “One or many?,” it discusses team, workgroup, and subunit; relational; occupational and career identifications; and how multiple identifications may conflict, converge, and combine.Journal of Management 01/2008; 34(3):325-374. · 4.59 Impact Factor
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ABSTRACT: Employer branding represents a firm's efforts to promote, both within and outside the firm, a clear view of what makes it different and desirable as an employer. In recent years employer branding has gained popularity among practicing managers. Given this managerial interest, this article presents a framework to initiate the scholarly study of employer branding. Combining a resource-based view with brand equity theory, a framework is used to develop testable propositions. The article discusses the relationship between employer branding and organizational career management. Finally, it outlines research issues that need to be addressed to develop employer branding as a useful organizing framework for strategic human resource management.Career Development International 07/2004; 9(5):501-517.