Branding an industry?

Bajde, Domen

doi:10.1057/s41262-019-00152-y

Cited by 14 publications

(13 citation statements)

References 35 publications

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“…They follow Dowling's (2000) call for additional research on the connections between industry image and corporate brand image. A growing relevance of industry branding to scholarships and practice has recently been highlighted (Bajde, 2019). Bajde (2019) discusses the concept of industry branding by introducing a framework that includes institutional dimension as an influencing factor of industry brand image.…”

Section: Differences Between Business Owners and Employeesmentioning

confidence: 99%

“…A growing relevance of industry branding to scholarships and practice has recently been highlighted (Bajde, 2019). Bajde (2019) discusses the concept of industry branding by introducing a framework that includes institutional dimension as an influencing factor of industry brand image. Febriani and Selamet (2020) highlight that instrumental and symbolic attributes are significantly related to potential employees to apply to an organization.…”

Section: Differences Between Business Owners and Employeesmentioning

confidence: 99%

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The influence of symbolic and instrumental attributes of employer image on perceived industry attractiveness: differences between business owners and employees

Schwaiger

Zehrer

Spieß

2021

JHTI

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PurposeThis study determines the influence of employer image on industry attractiveness in small and medium-sized hospitality firms by using the instrumental-symbolic framework adapted from marketing literature.Design/methodology/approachA total of 405 employees and 429 family firm owners in Bavaria were surveyed using a quantitative research design. The authors used linear and hierarchical multiple regression analyses for hypothesis testing using the variables included in the instrumental-symbolic employer image framework.FindingsThe study revealed differences in perception between employees and owners. Data showed that employees' ratings for instrumental attributes, such as job security and income options, and symbolic attributes, such as industry attractiveness, significantly differ from those of owners. Consistent with the instrumental-symbolic framework, owners' perceptions of symbolic attributes predicted their perceived industry attractiveness.Practical implicationsOwners may examine how their industry's image needs to be changed to gain positive perception by current and potential employees. Policymakers may benefit from the study’s results that may help them find the right focal points for strategies in promoting Bavaria's hospitality sector. As a result, an adequate and positive image is created that attracts workers for this sector.Originality/valueThe study addresses the rather under-researched stakeholder group of existing hospitality employees, particularly with respect to employer image. Furthermore, owners and employees are compared, regardless of their individually different relationships to the business. Employer image is connected with overall perceived industry attractiveness, stating that the industry comprises individual employing businesses and thus depends on employer image.

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Section: Differences Between Business Owners and Employeesmentioning

confidence: 99%

Section: Differences Between Business Owners and Employeesmentioning

confidence: 99%

The influence of symbolic and instrumental attributes of employer image on perceived industry attractiveness: differences between business owners and employees

Schwaiger

Zehrer

Spieß

2021

JHTI

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“…In the following subsections, we review the literature concerning consumers' stereotypes about service industries and frontline employees. We focus on service industry stereotypes because the service industries represent categories of companies or service brands that provide a similar offering (Bajde, 2019;Nightingale, 1978), which renders them natural categories (Rosch, 1973). This means that the service industries are among the most commonly applied categories when it comes to stereotyping service companies or brands (Loken, 2006;Tucker, 1961).…”

Section: Conceptual Background and Hypothesesmentioning

confidence: 99%

How industry and occupational stereotypes shape consumers' trust, value and loyalty judgments concerning service brands

Gidaković

Žabkar

2021

JOSM

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PurposeLongitudinal studies have shown that consumer satisfaction has increased over the last 15 years, whereas trust and loyalty have decreased during the same period. This finding contradicts the trust–value–loyalty model (TVLM), which posits that higher satisfaction increases consumers' trust, value and loyalty levels. To explain this counterintuitive trend, this study draws on models of trust formation to integrate the stereotype content model and the TVLM. It argues that consumers' occupational and industry stereotypes influence their trust, value and loyalty judgments through their trusting beliefs regarding frontline employees and management practices/policies.Design/methodology/approachThe study was conducted among 476 consumers who were randomly assigned to one of five service industries (apparel retail, airlines, hotels, health insurance or telecommunications services) and asked to rate their current service provider from that industry.FindingsThe results suggest that both occupational and industry stereotypes influence consumers' trusting beliefs and trust judgments, although only the effects of industry stereotypes are transferred to consumers' loyalty judgments.Research limitations/implicationsThe results of the study indicate that industry stereotypes have become increasingly negative over the last decades, which has a dampening effect on the positive effects of satisfaction.Practical implicationsThis study provides guidelines for practitioners regarding the management of frontline employees and the development of consumer trust, value and loyalty.Originality/valueThis is the first study to propose and test an explanation for the counterintuitive trend concerning customer satisfaction, trust and loyalty. It is also the first to examine the roles of multiple stereotypes in the relationship between consumers and service providers.

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“…The third article considers CSR communication within the context of cross-sector collaborations, in this case a Table 1 Additional original articles published within JBM Volume 26 2019Turning brand credibility into positive word of mouth: integrating the signaling and social identity perspectives Introducing multidimensional brand architecture: taking structure, market orientation and stakeholder alignment into account (Åsberg and Uggla 2019) Branding an industry? (Bajde 2019) Identifying the antecedents of posts' popularity on Facebook Fan Pages (Banerjee and Chua 2019) The human dimension of a brand influences brand equity: an empirical examination in the context of a luxury and a convenience brand (Brunetti et al 2019) City branding through cinema: the case of postcolonial Hong Kong (Chen and Shih 2019) Free the brand: How a logo frame influences the potentiality of brand extensions (Chen and Bei 2019) The levers of engagement: an exploration of governance in an online brand community (Cooper et al 2019) A cultural approach to brand equity: the role of brand mianzi and brand popularity in China (Filieri et al 2019) Product placement 2.0: 'Do Brands Need Influencers, or Do Influencers Need Brands?' (Jin and Muqaddam 2019) Managing the Mayo Clinic brand: a case study in staff-developed service performance standards (Kennedy 2019) Conceptualising and researching personal branding effects on the employability (Khed-…”

Section: Special Issue: Corporate Social Responsibility and Brandsmentioning

confidence: 99%

Journal of Brand Management: year end review 2019

Powell

2019

J Brand Manag

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Branding an industry?

Cited by 14 publications

References 35 publications

The influence of symbolic and instrumental attributes of employer image on perceived industry attractiveness: differences between business owners and employees

The influence of symbolic and instrumental attributes of employer image on perceived industry attractiveness: differences between business owners and employees

How industry and occupational stereotypes shape consumers' trust, value and loyalty judgments concerning service brands

Journal of Brand Management: year end review 2019

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