EMPLOYER BRAND IDENTITY : 5 FREE LIFESAVER PERSPECTIVES
The paper of Barber 1998 highlights that brand identity or brand image affects the job search behavior of employees /individuals, but the result is undetermined. The paper further proposes that job applicants apply to a job vacancy seeking the organizational attributes primarily as a predictor and brand image secondarily as a mediator. Further the paper suggests directions for practitioners concerning recruitment efficacy.
The purpose of the paper Aaker 1991 is to discuss and elaborate the main issues encountered in managing brand equity. The paper analyses the concept of brand equity and brand identity; and then provides a comprehensive framework for managing brand equity; and finally, distinguishes different ways to leverage and measure brand equity. The concept of brand equity emerged in the early 1990s and can be regarded as a managerial concept, as a financial intangible asset, as a relationship concept or as a customer-based concept from the perspective of the individual consumer.
The paper of Berry & Parasuraman tests a general framework for building customer-brand relationship from an experiential view, which aims to describe the extent to which customer intention to repurchase a brand is influenced by brand relationship quality (brand satisfaction, trust, and commitment), service quality and brand identity experiences. The research findings indicate that brand experience appears to be far more salient than brand constructs in shaping and building meaningful and long-lasting relationships with consumers.
The paper of Filip Lievens, Greet Van Hoye and Bert Schreurs finds some evidence of interactions between the three dimensions job, organizational attributes & employer familiarity. Specifically, trait inferences and job and organizational attributes had more pronounced effects when familiarity was high. From a theoretical perspective, these results supported the framework of employer knowledge. At a practical level, implications for image audit and image management are discussed.
Brand identity Purpose
The purpose of the paper Branding in sustainable organizations – Helle Kryger Aggerholm, Sophie Esmann Andersen and Christa Thomsen Centre for Corporate Communication is to conceptualize employer brand identity in sustainable organizations at the intersection of branding, strategic human resource management (HRM) and corporate social responsibility (CSR).The facts found include :When organizations adapt sustainable development including social CSR activities, It effects how to approach stakeholder relations and organizational processes including employer employee relations and current employer brand identity processes ; The paper conceptualizes branding as an integral part of CSR strategy thus offering a new way of approaching employer brand identity as supporting sustainable organizational development and developing long term employee employer relationship.
