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Abstract

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.
Are they willing to work for you? An
employee-centric view to employer
brand attractiveness
Lorena Ronda and Carmen Valor
Marketing, Universidad Ponticia Comillas, Madrid, Spain, and
Carmen Abril
Universidad Complutense de Madrid, Pozuelo de Alarcon, Spain
Abstract
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 benets 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 employers brand management by following the tradition of customer-centric research and identifying benets 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 benetsand perceived valuehave been addressed in
past studies and what relations have been established among these three concepts.
Findings The results unveil the existing conation among attributes, benets 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, benets 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 benets. 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 meansend 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 meansends 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.
Keywords Literature review, Employer brand, Employee benets, Employee attraction, Employer of choice, Means-end chain
Paper type Literature review
Introduction
The concept of employer attractiveness has grown in
importance in an economy where organizations compete to
attract the best employees (Ewing et al.,2002). Building a
strong employer brand generates favourable attitudes in
potential employees (Berthon et al.,2005), which in turn allows
companies to achieve a sustainable competitive advantage in
the labour market as they differentiate themselves from
competitors. Previous studies have evidenced that companies
with stronger employer brands than their competitors can
potentially improve rm performance (Kashive and Khanna,
2017), reduce the cost of employee acquisition, improve
employee relations, increase employee retention, offer lower
salaries to comparable staff in rms with weaker employer
brands (Ritson, 2002) and even reduce employeesturnover
intentions (Alniacik et al., 2011), thereby increasing
their willingness to stay within the rm (Ambler and Barrow,
1996;Tanwar and Prasad, 2017).
Academic interest in employer brands has mirrored
corporate interest. Whilst authors have used several terms to
address the concept i.e. employer attractiveness(Berthon
et al.,2005), recruitment image(Gatewood et al.,1993)or
employer brand image(Rampl and Kenning, 2014)this
study uses the term employer brand,dened as the package
of functional, economic and psychological benets provided by
employment, and identied with the employing company
(Ambler and Barrow, 1996, p. 187, emphasis added).
Although the employer brand is dened as a constellation of
benets, it has been traditionally studied as a network of job and/
or organization attributes (Chapman et al.,2005). However,
benets and attributes are two distinct concepts. Attributes
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Journal of Product & Brand Management
27/5 (2018) 573596
© Emerald Publishing Limited [ISSN 1061-0421]
[DOI 10.1108/JPBM-07-2017-1522]
573
reside in the product, while benets reside in the customer
(Zeithaml, 1988). As a rst level, employer attributes are
employer-extrinsic traits set by companies that constitute an
organizations offering to employees. A few examples of
employer attributes include salary, working hours, promotion
opportunities and available training. Research has shown that a
stronger predictor of job pursuit is not attributes themselves but
employeesinterpretation of how these attributes can satisfy
their own goals (Chapman et al.,2005). These interpretations
that result from employer attributes are the employee benets
(Zeithaml, 1988;Vriens and Hofstede, 2000). In other words,
although job and/or organizational attributes are an important
element of the employer brand offering, the benets that
employees obtain from these attributes are more important in
predicting actual employer choice. Finally, the bundle of
employee benets that would allow employees to achieve their
higher needs, desires or goals (Gutman, 1982) represents the
third level, the employee perceived value.
The distinction of these three levels suggests that it is
important to better understand employer brand attractiveness,
as it is necessary to acknowledge not only which employer
brand attributes are relevant but also the employee benets and
perceived value derived from them. Employer attributes should
be chosen based on the benets sought by employees rather
than vice versa. Therefore, this paper proposes a novel
employee-centric framework by shifting the perspective from
employer attributes to employee benets and perceived value;
this shift is similar to that observed in consumer marketing,
where a product-centric view evolved to become a customer-
centric one (Zeithaml, 1988;Vargo and Lusch, 2004;Chen
et al.,2017). Only by studying the benets sought by employees
and their perceived value can companies understand the goals
underlying employeesdemands for certain employer attributes
and thus develop brand value propositions to satisfy employees
needs.
The triad of attributes, benets and perceived value, as well
as the exploration of the relationships between these three
notions, is a useful analytical tool in this endeavour. The
present study rst revisits the literature on employer brand
attraction to critically examine how these three notions
(employer attributes, employee benets and perceived value)
have been studied in the literature, including the relationship
among them. As a result of the critical comparison between the
tenets of meansends analysis and past studies, a set of
propositions is articulated to study employer brands with an
employee-centric view.
The present study aims to answer the following research
questions:
RQ1. Which employer attributes, employee benets and
employee perceived value have been addressed in the
study of employer brand attractiveness?
RQ2. What relationship has the literature established among
these sets of variables?
This paper contributes to the literature in two ways. First, it
proposes a novel employee-centric framework for the study of
employer brands that disentangles the notions of attributes,
benets and value in the creation of attractive employer
brands and establishes a hierarchical relationship among
them as a necessary condition for organizations to ultimately
be selected as employers of choice. Additionally, in contrast
to the assumption found in past research, this study shows
that there are multiple path relationships between attributes
and benets: a single employer attribute can generate many
different employee benets and perceived value for each
individual depending on his or her personal goals; conversely,
asinglebenet or perceived value form can arise not only
from one but from many employer attributes for each
employee depending on preferences and personal
characteristics. Second, this paper formulates a research
agenda to help advance an employee-centric view of brand
management for employers by following the tradition of
customer-centric research, identifying benets and forms of
value that are yet unexplored and examining the
compensatory strategies used by future employees.
Furthermore, the proposed employee-centric lens responds
to calls for frameworks (Moroko and Uncles, 2009;Alniacik
and Alniacik, 2012;King et al.,2017) to manage the
employee market segmentation problem by developing new
employee segmentation models; in particular, we propose the
use of benets and value as a basis for segmentation.
Method
To answer the research questions, the employer attributes,
employee benets and employee perceived value that have been
studied and measured in the literature will be critically analysed
in order to describe how these three concepts have been
addressed in existing research and the relationships that have
been established among them. Following the procedure of
Saleem and Iglesias (2016),a literature search was conducted
with 14 employer branding-related keywords used in a recent
literature review by Theurer et al. (2016) (i.e. EITHER: brand
equity,recruit* equity,employ* brand*,employ*
image,employ* reputation,employ* identity,employ*
advertising,employ* value proposition,work* brand*,
work* image,work* reputation,work* identity,work*
advertising,work* value proposition). The keyword
employ* attractivenesswas also included in the search due to
its wide use in the literature as a synonym for employer brand
attractiveness(Backhaus and Tikoo, 2004;Berthon et al.,
2005;Tuzuner and Yuksel, 2009). The keywords were always
searched in combination with one or more of the four HRM-
related terms (i.e. AND: human resource*,HRM,
recruit*,retention)in the Google Scholar database
(Theurer et al.,2016), and a conrmatory search was
performed using the same keywords in the Web of Science
database. These terms were chosen to capture the entire
spectrum of the literature covering any dimension of the
employer brandand the literature covering employer
brandingstrategies. A total of 249 papers published in English
in double-blind peer-reviewed academic journals (Podsakoff
et al.,2005) between 1993 and 2016 were obtained.
The 249 papers were initially screened and selected based on
the relevance of their contribution to the measurement of
employee perceived value or employee attraction to employer
brands. Therefore, articles analysing employer brand
performance/outcomes were disregarded for the purposes of
this study. Following the procedure of Podsakoff et al. (2005)
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and Theurer et al. (2016), conference papers were not included
in the study. Additionally, papers studying employee retention
and internal marketing were disregarded because the scope of
this study is limited to employee attraction and prospective
employeesperceived value of employer brands. A total of 85
articles studying the different employee-based sources of value
(attributes, benets and value) that create a strong employer
brand were selected for in-depth review.
Although researchers have addressed the sources of
employee attraction in recent decades, the rst article featuring
the term employer brandwas published in 1996 by Ambler
and Barrow, and since then, interest in the area has
progressively grown, with 2011-2016 being the period during
which the greatest number of employer brand papers were
published (52 per cent of published articles) (see Table I for a
description of sampled papers). This result shows the
increasing academic activity around this topic, probably
reecting practitionersconcern about the blurring of the
margins between the internal and external environments of
organizations (Balmer and Gray, 2003). Additionally, only 4
per cent of the articles (3) analysed are literature reviews, which
explains the lack of studies that offer a holistic view of how to
measure employer brand attractiveness and that provide an
integrated framework to do so.
The 85 selected papers were read in their entirety to classify
each of the employer attributes and employee benets that each
paper analyses. Therefore, the employer brand variables used
in each of the 85 selected papers to measure employer
attractiveness were subsequently classied into attributes and
benets. Variables measuring objective traits and job
characteristics that companies have control over were classied
as attributes, whilst variables measuring the consequences of
these traits for employees were considered benets. Similar
attributes and similar benets were grouped into a total of 18
groups of attributes (Appendix 1) and 10 groups of benets
(Appendix 2). Additionally, the six existing articles that group
attributes and benets into value dimensions were also
analysed, and ten value dimensions were identied in them
(Appendix 3).
Results
As shown in Table II, the conducted literature review reveals
that the study of attributes has captured most of the attention of
researchers when analysing the strength of employer brands. Of
the analysed papers, 99 per cent consider at least one attribute
as a variable for explaining employee attraction, whilst 65 per
cent of papers consider at least one employee benet.
As Table II also shows, the majority of studies (62 per cent)
mix both attributes and benets, treating them as variables
belonging to the same set rather than as distinct concepts.
Moreover, 36 per cent of articles study attributes as the only
direct source of employee attraction, whilst only 1 paper
(Shankar and Bhatnagar, 2010) considers only benet variables
when measuring employee attraction (in this case, it measures
the impact of only a single benet, workfamily balance).
Thus, the literature has privileged the study of employer
attributes to the detriment of studying the benets. The same
can be said regarding perceived value: only 7 per cent of
analysed papers address this concept. In what follows, past
studies will be critically reviewed from the lens of meansend
chain theory to assess the extent to which an employee-centric
perspective is used in the study of employer brands. Before
analysis of the literature, a succinct explanation of the means
ends chain approach will be provided.
Meansend chain approach applied to employer brands
In the consumer literature, brand knowledge structures are
organized into means-end chains containing associations or
connections between product attributes, benets, and personal
goals or values (Gutman, 1982;Bagozzi and Dabholkar, 1994;
Graeff, 1997). Products that provide self-relevant benets for
those who use them have stronger effects on creating brand
attitudes than other products do (MacInnis and Jaworski,
1989).
Zeithamls (1988) meanends chain approach has been
applied in consumer research to disentangle attributes from
benets and value and to understand the hierarchical
relationship among these three notions. Zeithaml (1988,p.3)
explained how consumers organize product information at
Table I Literature review: descriptive statistics (n= 85)
Year 1996 1997-2000 2001-2005 2006-2010 2011-2016
Number of papers 4 5
(%) 4 6
Discipline HR Management
Number of papers 27 27
(%) 32
Region North America
44
52
Education
1
1
Not region focused
Number of papers 14
(%) 16
Industry sector
19
22
Psychology
13
15
East Asia, Australia
and Africa
4
5
Other Not sector focused
Number of papers 7 60
(%) 8 71
Method Conceptual Literature review
Number of papers 5 3
(%)
32
Europe
29
34
Public, care and military
11
13
Quantitative
67
79
19
22
Professional services
and banks
4
5
Mixed methods
7
8
14
16
Marketing
17
20
Middle East and South
Asia
19
22
Industrial and chemical
3
4
Qualitative
3
46 4
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various levels of abstraction. These levels range from product
attributes (objective traits offered by a rm) to consumer
benets (benets that consumers obtain from the attributes)
and nally to perceived value (individual payoff of the product
to the consumer). Zeithaml (1988, p. 14) dened valueas
the consumers overall assessment of the utility of a product
based on perceptions of what is received and what is given,
which means that the product offering the highest perceived
value is the one chosen by the consumer. This view posits
perceived valueas a construct that can be measured by
asking respondents to rate the value obtained when making
their purchases (Sánchez-Fernández and Iniesta-Bonillo,
2007). Subsequent research (Holbrook, 1994;Woodruff,
1997)dened perceived value as a relativistic preference
experience; value arises from consumersevaluation of product
attributes as adequate means to achieve relevant goals.
Woodruffs (1997) value hierarchy model, which also
recognizes attributes, consequences (benets), goals and value,
incorporates the idea of consumer value changing over time
due to variations in consumersperceptions, preferences and
evaluations throughout their life stages.
The meansend chain model helps identify existing links
between employer brand attributes, employee benets and
employee value, thus explaining how consumers are more
persuaded by what they think the brands can do for them
benets than by the characteristics of the brand attributes
(Vriens and Hofstede, 2000).
As we demonstrate in the next section, past literature has
extensively studied employer brand attributes rather than
employee benets and perceived value. Employer brand
attributes are those objective traits of the job or organizational
characteristics that companies offer, whilst employee benets
are the consequences of those attributes that satisfy specic
employee goals, representing a higher level in the value
hierarchy. This focus on attributes may represent a potential
limitation since different forms of perceived value may arise
from the same set of attributes given that benets and value are
ideographically appraised by recipients (Holbrook, 1999).
Thus, employer brand attributes and employee benets cannot
be regarded as the same factor when studying their impact on
employee attraction. Therefore, adopting a means-end chain
approach in employer brand research should aid in
understanding the hierarchical relationship among attributes,
benets and perceived value:
P1.Employers should adopt an employee-centric view
distinguishing employer brand attributes and employee
benets when measuring employer brand attractiveness
since attributes and benets belong to different levels of
abstraction in the value hierarchy model.
Employer brand attributes
Consumer scholarship has dened attributes as directly
observable characteristics of a product or service (Zeithaml,
1988;Vriens and Hofstede, 2000) that can be objectively
measured and controlled by organizations (Lefkoff-Hagius and
Mason, 2016). Together, these attributes compose the nal
offering the company launches to the market. In employer
brands, attributes refer to concrete offerings from employers to
employees, such as salary, healthcare provision, working hours,
training or frequent travel. As reected in Appendix 1, the
employer brand attributes considered when analysing
employee attraction can be classied into 18 groups and
grouped into 4 categories: organizational attributes, job
attributes, workplace attributes and corporate social
responsibility (CSR) attributes (Table II).
Table II Number and percentage of papers analysing attributes and
benets
Attributes and benefits analysed in literature No. (%)
Analysing at least one attribute 84 99
Analysing at least one benet54 64
Analysing at least one perceived value form 67
Analysing attributes only 31 62
Analysing benets only 11
Analysing both attributes and benets 53 62
Employer attributes
Organizational attributes
Organizational characteristics 43 51
Organizational traits and personality 37 44
Type of employee-employer relationships 22 26
Organizational culture and values 10 12
Job attributes
Base salary and total compensation 57 67
Career characteristics 32 38
Security of the contract 21 25
Work variety 16 19
Task demands 16 19
Employee education and training offering 14 16
Flexibility and working hours 12 14
Travel and international exposure 10 12
Teamwork activities 78
Workplace attributes
Work environment 20 24
Workplace location 12 14
CSR attributes
Social responsibility and ethical practices 27 32
Quality of products and services 13 15
Diversity 89
Employee benets
Functional benets
Self-growth 18 21
Convenience 14 16
Experiential benets
Challenges and creativity enhancement 19 22
Agreeable, fun or exciting work 18 21
Social relationships 18 21
Feelings of appreciation and support 17 20
Fit with the organizational identity 911
Symbolic and psychological benets
Pride from membership 20 24
Self-esteem enhancement 15 18
Belonging, direction and purpose 78
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1Organizational attributes: General corporate image and
traits, including variables related to organizational
characteristics, organizational traits and personality, type
of employeeemployer relationships and organizational
culture and values.
2Job attributes: Traits that relate to a specic job offering
and that would be experienced only by employees in that
position (variables related to base salary and total
compensation, career characteristics, security of the
contract, work variety, exibility and working hours,
travel and international exposure, task demands,
teamwork activities and employee education and training
offering).
3Workplace attributes: Traits related to the infrastructure,
sensorial and aesthetics of the work location, including
both workplace location and work environment
characteristics.
4CSR attributes: Traits that reect the involvement of the
company in environmental, social and community issues
(variables related to social responsibility and ethical
practices, quality of products and services and diversity).
As shown in Table II,base salary and total compensation is the
most studied attribute in the literature, followed by
organizational characteristics and organizational traits and
personality. The study of attributes has not been holistic and
homogeneous across papers. Most articles (20 per cent)
examined the impact of a single employer attribute on employer
brand attractiveness, followed by 16 per cent of papers that
focused on two attributes. Only 5 per cent of papers analysed
10 attribute groups or more, with 14 being the maximum
number of groups of attributes studied in one paper
(Demagalhaes et al., 2011). In sum, past research has focused
extensively on the rst element of the triad, building extensive
knowledge of the repertoire of attributes that companies can
use to create their offering.
Economic theory suggests that consumers select products for
the utility or benet provided rather than for their observable
physical characteristics (Ratchford, 1975;Lefkoff-Hagius and
Mason, 2016). This assumption could also be applied to the
labour market. Employees do not value employer attributes for
themselves but for the benets they will obtain from receiving
them. Therefore, to create a stronger employment offering,
organizations must understand and measure prospective
employeesappraisals of employer attributes.
P2.Employees select their employer brand of choice for the
utility or benet received from employer attributes rather
than for the employer attributes themselves.
Employee benets
Benets are the result or consequence of a consumer
interacting with a products attributes (Zeithaml, 1988;Vriens
and Hofstede, 2000), and they represent a means for employees
to obtain certain benets that satisfy their goals (Spreng et al.,
1996;Vriens and Hofstede, 2000).
As reected in Appendix 2, the employee benets considered
when analysing employer attractiveness can be classied into
ten categories, grouped into three types: functional benets,
experiential benets and symbolic or psychological benets
(see Table II and Appendix 2 for a more detailed analysis).
1Functional benets: Items obtained from attributes
providing convenience, such as salary, geographical
proximity to the employer and a exible schedule, as well
as self-growth benets, such as gaining professional skills.
2Experiential benets: Benets related to having an agreeable,
fun and exciting work environment, having challenging and
creative tasks, holding good social relationships with
colleagues and supervisors, having a good t with the
organizational identity (feeling emotionally connected and
represented by the brand) and perceiving that the
organization appreciates and supports its employees.
3Symbolic or psychological benets: Benets related to the
pride from membership in the organization, self-esteem
enhancement and feelings of belonging, direction and purpose.
As Table II shows, pride from membership is the most studied
benet in the literature, followed by challenges and creativity
enhancement and agreeable, fun or exciting work environment.
Two main problems arise when measuring employee
benets. First, although benets under Ambler and Barrows
(1996) denition are regarded as central to a captivating
employer brand, past research has mixed both benets and
attributes by addressing them as part of an encompassing
category of traits. For example, the employee value proposition
proposed by a number of authors includes attributes such as
salary, exibility or training labelled employee benets
(Turban et al., 1993;Lievens, 2007;Baum and Kabst, 2012).
However, following the distinction established by Zeithaml
(1988), salary, exibility or training represent descriptive
employer attributes. A construct such as employee
developmenthas been measured through a number of
variables comprising objective employer attributes, such as
training opportunities and implementing innovative practices,
but also subjective employee benets, such as feeling more self-
condent or gaining certain abilities that employees can take
elsewhere (Berthon et al., 2005;Roy, 2008;Pingle and Sharma,
2013). These mixedapproaches prevent an adequate
understanding of employee choices.
Second, these mixedapproaches have led to the
measurement of certain dimensions of the employer brand
through attributes instead of focusing on the benets that
consumers obtain from these attributes. Specically, 36 per
cent of papers did not consider any benet when measuring
employer brands; one-fourth focused on the impact of a single
benet on employee attraction, followed by 13 per cent of
papers that analysed the impact of two benets. Only 4 per cent
of papers examined 8 groups of benets, with 8 being the
maximum groups of benets studied at the same time
(Demagalhaes et al.,2011). Therefore, employee benet
dimensions are underexplored compared to employer brand
attributes, which are unexplored. Examples of understudied
benets include those arising from organizational attributes,
such as having above-average pay (e.g. the ability to afford
better vacations, pay for childrens studies or buy luxury goods
that provide a higher status), or those arising from CSR
attributes (e.g. feeling good about contributing to a
humanitarian cause or wanting to take care of the community).
These benets have not yet been addressed when measuring
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employer brand attractiveness; only the attributes does the
company offer CSR practicesand does the company offer an
above-average salaryhave been studied. Not addressing
employeesmotivation behind their demands for these
attributes means that it is not possible to identify the personal
benets employees aim to obtain from them.
The relationship between attributes and benets becomes
complex when studied from the lens of the meansend chain: a
single employer attribute may provide different benets
depending on its relationship with the employees goals;
likewise, a single benet may be obtained through the offering
of different employer attributes. For example, the employer
attribute of paycan provide the benet of stability to
employees, which creates functional value for them, but the
benet of stability can also be achieved by other attributes, such
as a long-term contract. Similarly, salarycan provide
different employee benets, such as prestige or a more positive
self-image, thereby contributing to self-concept value (Sirgy,
1982). The more tightly a brand is linked to various elements of
employeesmeansend structures and the more personal
relevance it has, the more likely the brand is to be preferred and
chosen (Vriens and Hofstede, 2000).
The current literature on employer brand attractiveness does
not follow this tenet, as it has been assumed that there are
unique, reciprocal relationships between attributes and benets
such that an attribute provides only one type of benet. Again,
the attribute payis always classied as a source of functional
benets related to purchase power (Highhouse et al.,1999;
Backhaus and Tikoo, 2004;Agrawal and Swaroop, 2009;
Alniacik and Alniacik, 2012;Arachchige and Robertson, 2013;
Jain and Bhatt, 2015) even though it could also represent a
source of feelings of prestige, appreciation or self-worth:
P3.A single employer brand attribute may contribute to
different types of employer brand benets.
P4. A single employer brand benet may be obtained from
the implementation of different employer brand
attributes.
Employee perceived value
Only six papers have studied the notion of employee perceived
value (Appendix 3). Berthon et al. (2005) was the rst to study
this dimension, proposing the employer attractiveness
(EmpAt) scale, which differentiates ve types of employee
value arising from employer brands:
1Social value: This refers to whether the employee perceives
that the employer provides a working environment with
fun, happy and good collegial relationships and an
agreeable team atmosphere.
2Development value: This refers to whether the employee
perceives that the employer provides recognition, self-
worth and condence, a career-enhancing experience and
a springboard to future employment.
3Application value: This refers to whether the employee
perceives that the employer provides an opportunity for
the employee to apply what he or she has learned and to
teach others in an environment that is both customer
oriented and humanitarian.
4Interest value: This refers to whether the employee
perceives that the employer provides an exciting work
environment and novel work practices and that makes use
of employeescreativity to produce high-quality,
innovative products and services.
5Economic value: This refers to whether the employee
perceives that the employer provides above-average salary,
compensation packages, job security and promotion
opportunities.
Subsequent research (Jiang and Iles, 2011;Biswas and Suar,
2013;Pingle and Sharma, 2013) enriched the EmpAt model
with ve additional value dimensions:
6Market value (Alniacik and Alniacik, 2012): This refers to
whether the employee perceives that the employer
produces innovative and high-quality products and
services, whether it is customer-oriented and whether it
offers the opportunity to apply what was learned at a
tertiary institution.
7Cooperation value (Alniacik and Alniacik, 2012): This
refers to whether the employee perceives that the
employer offers hands-on inter-departmental experience
and has supportive and encouraging colleagues.
8Psychological value (Roy, 2008;Sivertzen et al., 2013):
This refers to whether the employee perceives that the
employer will make them feel good, appreciated and
recognized and will enhance their self-esteem.
9Ethical value (Roy, 2008): This refers to whether the
employee perceives that the employer is an ethical
organization.
10 Innovation value (Sivertzen et al., 2013): This refers to
whether the employee perceives that the employer
produces innovative and high-quality products and
services, implements novel practices and is forward
thinking.
Two main problems arise when measuring each of the
perceived value dimensions. First, some authors (Berthon et al.,
2005;Roy, 2008;Alniacik and Alniacik, 2012;Tanwar and
Prasad, 2016) have successfully proposed models that combine
different sets of employer traits into separate employee
perceived value dimensions, such as economic value, social
value or interest value. However, in these cases, the confusion
between attributes and benets is still present, as both
employer attributes and employee benets are analysed
simultaneously when they should be studied separately to
properly understand their effects on employee choice. For
example, the broadly used EmpAt scale (Berthon et al., 2005;
Arachchige and Robertson, 2011;Arachchige and Robertson,
2013;Sivertzen et al.,2013) simultaneously measures employer
attributes (salary, promotion, job security) and employee
benets (having fun at work, feeling more self-condent,
feeling accepted). A clear example of this is the dimension of
development value, which arises from key employee benets
(career-enhancing experience, feeling good about oneself,
feeling more self-condent, feeling accepted, achieving
recognition, having good self-worth and condence), as well as
from key employer attributes (hands-on inter-departmental
experience, novel work practices, job security or the production
of innovative products and services).
Lorena Ronda, Carmen Valor and Carmen Abril
Journal of Product & Brand Management
Volume 27 · Number 5 · 2018 · 573596
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Second, there is no consensus about which benets
contribute to each form of value. For example, the benetof
the feeling of recognition and appreciationhas been classied
into the value dimensions of development value by Berthon
et al. (2005), social value by Alniacik and Alniacik (2012) and
psychological value by Roy (2008). Moreover, some attributes,
such as offering high-quality products, have been classied
into different value dimensions by different authors: interest
value by Berthon et al. (2005), market value by Alniacik and
Alniacik (2012), and application value by Pingle and Sharma
(2013). Therefore, there is currently no accurate, agreed-upon
taxonomy of perceived value forms in the eld of employer
brands.
Scholars have often experienced difculties in
conceptualizing value because it is an abstract concept with
different meanings (Zeithaml, 1988;Rao and Monroe, 1989;
Dodds et al., 1991;Lai, 1995;Woodruff, 1997). The approach
followed in this study corresponds to what is understood as
perceived valueor consumer value, as it refers to the
possession and consumption of products and services. The
denition proposed by Zeithaml (1988, p.14) has stood out as
one of the most universally accepted denitions of perceived
value: perceived value is the consumers overall assessment of
the utility of a product based on the perceptions of what is
received and what is given. This conceptualization has
inuenced a stream of literature based on the get-versus-give
trade-off; the brand offering the highest perceived value is the
one chosen by the consumer.
Individuals desire goods because they represent a means to
obtain services or states such as happiness, security or
accomplishment (Gutman, 1982); therefore, what employees
look for in the attributes of an employment offering are also the
benets that these attributes can render for them and that meet
their needs, desires and goals. We can therefore dene
employee perceived value as the bundle of employee benets
that allows employees to achieve a higher need, desire or goal.
Owning, showing or experiencing employer attributes can
provide satisfaction beyond that associated with the basic
employment offering; thus, employers ought to adapt
employment attributes to their unique needs, situation and
behaviours in the same manner that consumers do when using
products (Oliver et al., 1997;Vargo and Lusch, 2004).
Therefore, the notion of job offeringis considered wider than
that of salary and employment benets and includes ideas,
events, or any other entities that can be acquired, used, or
disposed in ways that potentially provide value(Holbrook,
1987, p. 128).
Perceived value in employer brands can be characterized by
being a personal and relativistic preference experience
(Zeithaml, 1988;Holbrook, 1994;Woodruff, 1997), whereby
employees evaluate attributes and consequences as a means to
achieve their own goals; (ii) involving a comparison among
different offerings (Holbrook, 1999), meaning that employees
perception of value differs according to the employment
offering being considered; and (iii) being situational in nature
(Zeithaml, 1988;Holbrook, 1994;Woodruff, 1997) such that
perceived value changes over time due to variations in
employeesperceptions, preferences and evaluations in
different stages of their employment journey.
From the lens of a meansend chain, although past research
has identied key value dimensions, consumer research studies
on value have unveiled other forms of value that could apply to
the employer brand domain but have not yet been explored to
date. For instance, forms of value such as ethics and spirituality
(Holbrook, 1999), linking value (Cova, 1997) or self-concept
value (Sirgy, 1982;Belk, 1988) have gone unmentioned in the
employer brand literature.
There is an opportunity to rethink the employer brand model
from the perspective of a consumer meansends chain by
relying on employee benets as the most important set of
variables to create employee perceived value as well as to
identify a broader spectrum of value forms:
P5. The perceived value of an employer brand is personal,
relativistic, comparative and situational, as it results from
an assessment of benets (not attributes) and costs.
Discussion, limitations and avenues for future
research
This study uses the distinction between the notions of
attributes, benets and perceived value as established in
consumer-centric meansend chain models (Zeithaml, 1988)
as a method to revisit and classify the existing literature on
employer brand attractiveness (see Figure 1). This paper
contributes to the literature in two ways, opening new research
avenues for future studies to address.
First, this paper proposes a novel employee-centric
framework for the study of employer brands that privileges
employee benets as a direct source of perceived value. The
previous literature has conated employer attributes, employee
benets and perceived value in the study of employer brand
attractiveness, obscuring the understanding of what makes a
company an employer of choice. This paper foregrounds the
need to disentangle the role of attributes and benets, revealing
that attributes may contribute to different benets and may in
turn provide different forms of value depending on the
individuals goals and characteristics. Employees may
positively assess many positive organizational attributes;
however, unless these attributes allow them to meet their goals,
value will not be created and the company will not eventually be
chosen. When benets are conated with attributes, our
understanding of how an employer brand becomes the
employer of choice is muddled; the chosen employer is the one
providing the benets sought by prospective employees, which
Figure 1 Meansend chain model adapted to employer brand choice
Lorena Ronda, Carmen Valor and Carmen Abril
Journal of Product & Brand Management
Volume 27 · Number 5 · 2018 · 573596
579
in turn relies on a phenomenological assessment of
organizational and job traits (Chapman et al.,2005).
Previous literature has implicitly assumed that there are
unique, reciprocal relationships between attributes and benets
such that an attribute provides only one type of benetand,
conversely, that a benet is obtained from a single attribute. We
propose that the understanding of the hierarchical relationships
among attributes, benets, and value can be signicantly
improved through meansend models insofar as they accept
that the same employer brand attribute may provide different
benets for employees with different goals, therefore revealing
the existence of multiple paths of relationship or chains
between attributes and benets. Identifying the forms of value
that arise from each employer brand attribute will provide
employers with more exibility by allowing them to nd value-
creating alternatives when they are unable to provide the
specic attribute demanded by employees (i.e. when the
employer is unable to provide frequent travel to candidates
looking for experiential value, the employer can offer an
alternative that creates the same type of experiential value).
The study of employer brand attributesemployee benets
chains may aid in understanding the compensatory strategies
that potential employees use to make employment-related
decisions and the existing trade-offs among different value
forms. This issue is important and unaddressed in the current
literature. For instance, a potential employee may be willing to
work for a highly ethical organization even if that involves
earning a lower salary, whilst a different individual may be eager
to work at a rm that has an excellent reputation in the market
but that is very demanding in terms of working hours.
Second, this study formulates a research agenda to help
advance an employee-centric view of employer brand
management by following the tradition of customer-centric
research and identifying benets and forms of value that are yet
unexplored. This paper shows that attributes have been studied
in greater detail than benets or perceived value; a
comprehensive list of benets and forms of perceived value in
employer brands is still missing. In particular, an accurate
taxonomy needs to be developed in the eld, as the value
dimensions that have been identied are not only incomplete
but also overlapping. Drawing from means-end chain theory,
the employee perceived value that arises from employer brands
could be unveiled following a laddering process. This laddering
process (Zeithaml, 1988;Vriens and Hofstede, 2000) involves
a sequence of in-depth inquiries that force respondents to reach
upward in the ladder of abstraction. Analysing employee
interviews with the laddering method can reveal psychological
benets that do not arise in interviews or in surveys.
Managerial implications
In the recent 17th Annual Global CEO Survey (PwC, 2013),
93 per cent of the CEOs surveyed said that they recognize the
need to make a change, or that they are already changing, their
employer brand strategies.
The proposed employee-centric view of employer brand
attractiveness contributes to this task with three main
managerial implications for organizations. First, this framework
allows companies to develop an effective employee value
proposition on the basis of the benets sought and the
perceived value, thus providing a better strategy to attract the
best talent than current strategies that focus on communicating
employer attributes.
Second, this work responds to calls for frameworks that
could help manage the employee market segmentation problem
by accommodating employer brands to different employee
segments (Moroko and Uncles, 2009;Alniacik and Alniacik,
2012) and generational cohorts (King et al.,2017). For
example, benet types may be the basis for segmenting
applicants so that rms can devise branding strategies targeting
them. These forms of benets may correlate with other socio-
demographic data, such as age, life cycle and gender, thus
having important managerial implications for the formulation
and implementation of the employee value proposition. For
instance, pay has a different perceived value for employees
seeking their rst salary than for those who are at a later stage in
their employment journey. This employee-centric model may
also be useful to acknowledge the different segments and
employee needs among industries. For example, employees in
the design industry may seek more experientially related
benets than do employees in the oil and gas industry; likewise,
nurses may seek greater forms of spiritual value than nanciers.
Third, contexts are relevant, and the benets sought may
vary depending on the economic, social and cultural
characteristics of the setting. For example, in cultures where
entry-level employees still live with their parents and therefore
have their economic needs provided for, applicants may seek
forms of value other than those sought in countries where
entry-level job seekers must support themselves. Additionally,
the structural conditions of the labour market may condition
the types of benets sought: in times of labour uncertainty,
employees may value employability and training over security.
Conversely, studies conducted in contexts with limited
unemployment, high demand for skilled work, and greater
employee power to choose cannot be replicated in contexts
with scarce employment opportunities.
In conclusion, this paper has revisited the employer brand
construct from a meansend chain perspective to propose an
employee-centric view guiding employer brand strategies. As
competition for the best employees intensies, understanding
how employer brand attributes are valued in the eyes of
different segments of employees and applicants may help
organizations to develop more effective strategies to become
employers of choice.
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Appendix 1
Table AI Employer attribute groups analysed in literature
Attribute group Attributes Articles where studied
1. Base salary and total compensation Available funds and resources
Compensation
Compensation package
Economic attributes
Economic benets
Financial incentives
Fixed/variable salary
Fringe benets
Health provision
High wage
Income
Leave allowances
Negotiable secondary pay benets
Pay
Pay level
Pay mix
Payment attractiveness
Prot sharing
Remuneration
Retribution
Reward structure
Rewards
Salary
Agrawal and Swaroop (2009)
Aiman-Smith et al. (2001)
Alniacik and Alniacik (2012)
Ambler and Barrow (1996)
Arachchige and Robertson (2011)
Arachchige and Robertson (2013)
Backhaus and Tikoo (2004)
Baum and Kabst (2012)
Baum and Kabst (2013)
Bellou et al. (2015)
Berthon et al. (2005)
Biswas and Suar (2013)
Bonaiuto et al. (2013)
Cable and Turban (2003)
Chapman et al. (2005)
Chhabra and Sharma (2014)
Demagalhaes et al., 2011)
Fréchette et al. (2013)
Greening and Turban (2000)
Highhouse et al. (1999)
Highhouse et al. (2007)
Holtbrügge et al. (2010)
Ito et al. (2013)
Jain and Bhatt (2015)
Jiang and Iles (2011)
Kapoor (2010)
Knox and Freeman (2006)
Lemmink et al. (2003)
Lievens (2007)
Lievens and Highhouse (2003)
Lievens et al. (2001)
Lievens et al. (2005)
Lievens et al. (2007)
Maxwell and Knox (2009)
Myrden and Kelloway (2015)
Pingle and Sharma (2013)
Pingle and Sodhi (2016)
Priyadarshi (2011)
Rampl (2014)
Roy (2008)
Russell and Havel (2010)
Sengupta et al. (2015)
Sivertzen et al. (2013)
Slaughter and Greguras (2009)
Sutherland et al. (2002)
Theurer et al. (2016)
Turban (2001)
Turban and Keon (1993)
Turban et al. (1993)
Turban et al. (1998)
Van Hoye and Saks (2011)
Van Hoye et al. (2013)
(continued)
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Table AI
Attribute group Attributes Articles where studied
Verma and Verma (2015)
Wayne and Casper (2012)
Xie et al. (2015)
Zhu et al. (2014)
2. Career characteristics Advancement
Attention for guiding careers of employees
Career advancement
Career development
Career management
Career options
Career progression
Career potential
Culture of career growth
Future opportunities
Long term career progression
Promotion
Promotion opportunities
Quick career
Agrawal and Swaroop (2009)
Aiman-Smith et al. (2001)
Arachchige and Robertson (2011)
Arachchige and Robertson (2013)
Baum and Kabst (2012)
Baum and Kabst (2013)
Berthon et al. (2005)
Chapman et al. (2005)
Demagalhaes et al. (2011)
Greening and Turban (2000)
Highhouse et al. (1999)
Holtbrügge et al. (2010)
Ito et al. (2013)
Knox and Freeman (2006)
Lemmink et al. (2003)
Lievens (2007)
Lievens and Highhouse (2003)
Lievens et al. (2005)
Lievens et al. (2007)
Pingle and Sharma (2013)
Pingle and Sodhi (2016)
Priyadarshi (2011)
Rampl (2014)
Roy (2008)
Sengupta et al. (2015)
Slaughter and Greguras (2009)
Sutherland et al. (2002)
Turban et al. (1993)
Tuzuner and Yuksel (2009)
Van Hoye and Saks (2011)
Van Hoye et al. (2013)
Verma and Verma (2015)
3. Security of the contract Job security
Permanent contract
Permanent or temporary contract
Safe employment
Stability and security
Temporary contract
Alniacik and Alniacik (2012)
Arachchige and Robertson (2011)
Arachchige and Robertson (2013)
Baum and Kabst (2012)
Berthon et al. (2005)
Demagalhaes et al. (2011)
Ito et al. (2013)
Jain and Bhatt (2015)
Lievens (2007)
Lievens and Highhouse (2003)
Lievens et al. (2007)
Lievens et al (2005)
Pingle and Sharma (2013)
Pingle and Sodhi (2016)
Roy (2008)
Sengupta et al. (2015)
Turban (2001)
Turban et al. (1993)
Tuzuner and Yuksel (2009)
(continued)
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Table AI
Attribute group Attributes Articles where studied
Van Hoye and Saks (2011)
Van Hoye et al. (2013)
4. Workplace location Commuting
Deployment
Good geographical situation
Proximity to family
Presence in different cities
Workplace location
Agrawal and Swaroop (2009)
Baum and Kabst (2012)
Chapman et al. (2005)
Demagalhaes et al. (2011)
Jain and Bhatt (2015)
Lievens and Highhouse (2003)
Pingle and Sodhi (2016)
Rampl (2014)
Slaughter and Greguras (2009)
Turban and Keon (1993)
Turban et al. (1993)
Tuzuner and Yuksel (2009)
5. Flexibility and working hours Duty hours
Few hours of overtime
Flexibility
Flexible hours
Hours
Leave facility
Possibilities to work from home
Standard working hours
Working hours
Working schedule
Baum and Kabst (2012)
Chapman et al. (2005)
Highhouse et al. (1999)
Ito et al. (2013)
Jain and Bhatt (2015)
Knox and Freeman (2006)
Priyadarshi (2011)
Sengupta et al. (2015)
Slaughter and Greguras (2009)
Theurer et al. (2016)
Turban et al. (1993)
Tuzuner and Yuksel (2009)
Verma and Verma (2015)
6. Organizational characteristics Advertising
Brand familiarity
Brand knowledge
Brand mark
Brand name
Brand prestige in the community
Brand trust
Corporate external reputation
Corporate image
Employer knowledge
External reputation
Familiarity
Fortune ranking
Market success
Organizational image
Organizational mark
Product image
Successful and strong products
Successful company
Trustworthiness
Type and size of clients
Word-of-mouth endorsement
Alniacik et al. (2011)
Alniacik et al. (2012)
Arachchige and Robertson (2011)
Arachchige and Robertson (2013)
Backhaus and Tikoo (2004)
Biswas and Suar (2013)
Cable and Turban (2001)
Cable and Turban (2003)
Chapman et al. (2005)
Chhabra and Sharma (2014)
Demagalhaes et al. (2011)
Edwards (2010)
Gatewood et al. (1993)
Helm (2013)
Highhouse et al. (1999)
Highhouse et al. (2007)
Kapoor (2010)
Keeling et al. (2013)
Khan and Naseem (2015)
Lemmink et al. (2003)
Lievens and Highhouse (2003)
Lievens et al. (2005)
Maxwell and Knox (2009)
Myrden and Kelloway (2015)
Rampl (2014)
Rampl and Kenning (2014)
Saini et al. (2014)
Sengupta et al. (2015)
Sutherland et al. (2002)
(continued)
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Table AI
Attribute group Attributes Articles where studied
Theurer et al. (2016)
Tsai and Yang (2010)
Turban (2001)
Turban and Cable (2003)
Turban et al. (1998)
Tuzuner and Yuksel (2009)
Uen et al. (2011)
Van Hoye (2012)
Van Hoye et al. (2013)
Van Hoye and Saks (2011)
Wayne and Casper (2012)
Xie et al. (2015)
Zhu et al. (2014)
7. Organizational traits and personality Adventurous
Availability of resources
Boldness
Centralization
Company size
Competence
Dominance
Dynamism
Fairness
Forward-looking approach
Global/wide presence
Hierarchy
Identiable character
Identity strength
Innovative products
Innovation
Internationalization
Leadership
Meritocracy
Modern
Protability
Progressive technology
Quality management
Organizational procedures
Robustness
Ruggedness
Size and type of clients
Sincerity
Structure
Trustworthiness and honesty
Use of social media
Working with customers
Alniacik et al. (2012)
Arachchige and Robertson (2011)
Arachchige and Robertson, (2013)
Backhaus and Tikoo (2004)
Bakanauskien_
eet al. (2011)
Biswas and Suar (2016)
Chapman et al. (2005)
Davies (2008)
Demagalhaes et al. (2011)
Edwards and Edwards (2013)
Edwards (2010)
Highhouse et al. (1999)
Highhouse et al. (2007)
Kapoor (2010)
Knox and Freeman (2006)
Lemmink et al. (2003)
Lievens (2007)
Lievens and Highhouse (2003)
Lievens et al. (2001)
Lievens et al. (2005)
Lievens et al. (2007)
Maxwell and Knox (2009)
Myrden and Kelloway (2015)
Pingle and Sharma (2013)
Pingle and Sodhi (2016)
Priyadarshi (2011)
Rampl and Kenning (2014)
Schreurs et al. (2009)
Sivertzen et al. (2013)
Slaughter and Greguras (2009)
Sutherland et al. (2002)
Theurer et al. (2016)
Turban and Keon (1993)
Turban et al. (1993)
Tuzuner and Yuksel (2009)
Van Hoye and Saks (2011)
Van Hoye et al. (2013)
8. Employee education and training offering Conferences organizing
CPA exam preparation assistance
Creating pedagogy skills
Educational opportunities
Employer-supported opportunity for graduate study
Funds for memberships
Agrawal and Swaroop (2009)
Baum and Kabst (2012)
Demagalhaes et al. (2011)
Knox and Freeman (2006)
Lemmink et al. (2003)
Lievens (2007)
(continued)
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Table AI
Attribute group Attributes Articles where studied
In-house training
Interaction with industry
Interesting trainings
Internal further education
Investment in employee development
Learning offering
Permission for further study
Seminars and workshops
Staff development programme,
Tie-up with leading institutes
Lievens et al. (2005)
Ritz and Waldner (2011)
Sengupta et al. (2015)
Sutherland et al. (2002)
Tanwar and Prasad (2016)
Tuzuner and Yuksel (2009)
Van Hoye and Saks (2011)
Verma and Verma (2015)
9. Type of employeeemployer relationships Approachable
Availability of information
Campus activity
Communications system
Concern for employees
Employee relations
Employee research
Employee wellbeing
Equity in reward
Fairness
Feedback system enquiry
Frequency of seeing a representative in college
Human resource management practices
Informativeness
Internal recruitment
Interview structure
Lay-off policies
Open communications
Performance management
Provides access to resources
Quality of care
Really cares about their employees as individuals
Recruitment and induction processes
Recruitment events
Recruitment materials
Recruitment process
Recruitment website
Sympathetic
Transparency
Transparent company policies
Treat employees with respect
Aggerholm et al. (2011)
Aiman-Smith et al. (2001)
Backhaus et al. (2002)
Biswas and Suar (2016)
Bonaiuto et al. (2013)
Chapman et al. (2005)
Demagalhaes et al. (2011)
Fréchette et al. (2013)
Greening and Turban (2000)
Highhouse et al. (2007)
Holtbrügge et al. (2010)
Kapoor (2010)
Knox and Freeman (2006)
Maxwell and Knox (2009)
Priyadarshi (2011)
Russell and Havel (2010)
Sengupta et al. (2015)
Sutherland et al. (2002)
Turban (2001)
Turban et al. (1998)
Tuzuner and Yuksel (2009)
Van Hoye and Lievens (2009)
Verma and Verma (2015)
Rampl and Kenning (2014)
Schreurs et al. (2009)
Sivertzen et al. (2013)
Slaughter and Greguras (2009)
Sutherland et al. (2002)
Theurer et al. (2016)
Turban and Keon (1993)
Turban et al. (1993)
Tuzuner and Yuksel (2009)
Van Hoye and Saks (2011)
Van Hoye et al. (2013)
10. Teamwork activities Group cooperation
Social/team activities
Team atmosphere
Team sports
Teamwork activities
Alniacik and Alniacik (2012)
Berthon et al. (2005)
Bonaiuto et al. (2013)
Lievens (2007)
Lievens et al. (2005)
Lievens et al. (2007)
Roy (2008)
11. Work environment Annoying clients
Atmosphere
Autonomy
Backhaus et al. (2002)
Baum and Kabst (2012)
Baum and Kabst (2013)
(continued)
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Table AI
Attribute group Attributes Articles where studied
Casual dress
Chic environment
Clean area
Comfortable working environment
Competitive environment
Dress code
Friendly informal culture Informal
Ofce infrastructure
Peaceful
Sophistication
The people met during the recruitment process
Work atmosphere
Work climate
Work environment
Working conditions
Chapman et al. (2005)
Davies (2008)
Demagalhaes et al. (2011)
Highhouse et al. (1999)
Kapoor (2010)
Knox and Freeman (2006)
Maxwell and Knox (2009)
Priyadarshi (2011)
Rampl and Kenning (2014)
Sengupta et al. (2015)
Slaughter and Greguras (2009)
Sutherland et al. (2002)
Theurer et al. (2016)
Turban et al. (1998)
Tuzuner and Yuksel (2009)
Van Hoye et al. (2013)
Verma and Verma (2015)
Turban et al. (1993)
12. Travel and international exposure Global assignment opportunities
Opportunity for international travel
Opportunities for international work experience
Opportunity to get global exposure
Opportunities to live and work abroad
Opportunity to work across geographies
Travel
Working on foreign assignments
Demagalhaes et al. (2011)
Jain and Bhatt (2015)
Knox and Freeman (2006)
Lievens (2007)
Lievens et al. (2005)
Lievens et al. (2007)
Pingle and Sharma (2013)
Pingle and Sodhi (2016)
Priyadarshi (2011)
Van Hoye and Saks (2011)
13. Task demands Clerical work involved
Customer oriented
Demanding
Job design
Optimum workload
Physical activities involved
Project based work
Pushing
Relaxed
Staff shortage
Stress-free environment
Task demands
Type of work
Usually busy
Work content
Work pressure
Arachchige and Robertson (2011)
Arachchige and Robertson, (2013)
Bakanauskien_
eet al. (2011)
Fréchette et al. (2013)
Highhouse et al. (1999)
Knox and Freeman (2006)
Lievens (2007)
Lievens and Highhouse (2003)
Lievens et al. (2005)
Maxwell and Knox (2009)
Rampl (2014)
Theurer et al. (2016)
Tuzuner and Yuksel (2009)
Van Hoye et al. (2013)
Verma and Verma (2015)
14. Work variety Areas are diverse
Hands-on inter-departmental experience
Idiosyncratic job creation
Job rotation
Novel work practices
Offers a range of experience
Offers variety in your daily work
Opportunity to move around the
Organisation and work in different roles
Rotation of job and role
Arachchige and Robertson (2011),
Bonaiuto et al. (2013)
Highhouse et al. (1999)
Holtbrügge et al. (2010)
Knox and Freeman (2006
Lemmink et al. (2003
Lievens (2007
Lievens et al. (2005
Maxwell and Knox (2009)
Pingle and Sharma (2013)
(continued)
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Table AI
Attribute group Attributes Articles where studied
Stimulation by employer to full different positions
Stretched assignment
Use of different skills
Variety in daily work
Variety of tasks/task diversity
Pingle and Sodhi (2016)
Priyadarshi (2011
Roy (2008)
Sengupta et al. (2015)
Sutherland et al. (2002)
Tuzuner and Yuksel (2009)
15. Organizational culture and values Goals
Missions
Organisational culture
Values
Work culture
Chhabra and Sharma (2014)
Demagalhaes et al. (2011)
Ito et al. (2013)
Kapoor (2010)
Myrden and Kelloway (2015)
Priyadarshi (2011)
Rampl (2014)
Russell and Havel (2010)
Tanwar and Prasad (2016)
Tuzuner and Yuksel (2009)
16. Social responsibility and ethical practices Community relations
Corporate social image
Corporate social responsibility
CSR identity
Ecological rating
Environment friendly
Ethical leaders
Gives back to society
Green strategy and culture
Humanitarian organization
Moral practices of managers
Opportunity to participate in employer-sponsored community
programs
Perceptions of the company as a good citizen in its dealings with
communitiesemployees and the environment
Public service orientation
Quality CSR initiatives
Social activities
Socially responsible, honest and fair
Stakeholder focused
Aggerholm et al. (2011)
Aiman-Smith et al. (2001)
Alniacik and Alniacik (2012)
Alniacik et al. (2012)
Arachchige and Robertson (2011)
Arachchige and Robertson (2013)
Backhaus et al. (2002)
Bellou et al. (2015)
Biswas and Suar (2016)
Demagalhaes et al. (2011)
Dögl and Holtbrügge (2014)
Edwards and Edwards (2013)
Greening and Turban (2000)
Highhouse et al. (2007)
Kapoor (2010)
Pingle and Sharma (2013)
Pingle and Sodhi (2016)
Ritz and Waldner (2011)
Roy (2008)
Sengupta et al. (2015)
Strobel et al. (2010)
Sutherland et al. (2002)
Tanwar and Prasad (2016)
Tsai and Yang (2010)
Turban and Greening (1997)
Tuzuner and Yuksel (2009)
Van Hoye and Saks (2011)
17. Quality of products and services Controversial industries (tobacco, gambling, alcohol, nuclear power,
military)
Good and strong products
Good product image
High quality products
Perceptions of the quality, innovation, value and reliability of its
products and services
Product issues
Product quality and innovativeness
Quality of services
Alniacik and Alniacik (2012)
Alniacik et al. (2012)
Arachchige and Robertson (2013)
Backhaus et al. (2002)
Berthon et al. (2005)
Bonaiuto et al. (2013)
Greening and Turban (2000)
Highhouse et al. (1999)
Maxwell and Knox (2009)
Pingle and Sodhi (2016)
Roy (2008)
(continued)
Lorena Ronda, Carmen Valor and Carmen Abril
Journal of Product & Brand Management
Volume 27 · Number 5 · 2018 · 573596
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