Employer Branding in Selected Companies in United Arab Emirates

Sarabdeen, Jawahitha; ElRakhawy, N.; Khan, Haneen Niaz

doi:10.5171/2011.228533

Cited by 5 publications

(1 citation statement)

References 9 publications

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“…Research on this extreme pattern indicated that one of the factors is negative stereotyping of US brands of automobiles by general US consumers (Ross, 2008). Further research revealed that ethnicity, country-of-origin or country image, and interpersonal influence might serve as drivers of automobile purchase and consumption phenomenon (Jawahitha, Nada and Haneen, 2011). Therefore, the consumer end of the brand equation is vital in building automotive brand.…”

Section: Literature Reviewmentioning

confidence: 99%

Automotive Brand in Sultanate of Oman: Customers Perspective

Kn¹,

Akthar²,

Brindha³

et al. 2013

JSCCRM

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The customer experience contributes significantly in shaping automotive brand name and it plays a wider role in capturing competitive market share. This article is an attempt to analyze the concept of automotive branding and apply the concept to selected company in the Sultanate of Oman. The concept of automotive branding is drawn upon existing theories, models, and practices across fields of marketing, human resource management and organizational behavior. The recent literature on corporate branding emphasizes the importance of brand values: a brand is seen to encapsulate the additional values that are inherent or associated with the corporation and its products and services. Various literatures from marketing, organizational behavior and human resource management were analyzed to build the conceptual framework for an automotive company Renault to illustrate adoption of automotive branding in the Sultanate of Oman. The analysis shows that customers of Renault are sensitive to the brand and customers closely watch branding initiatives. It also makes clear that the attitude and behavior of customers is a significant determinant of brand value.

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Section: Literature Reviewmentioning

confidence: 99%

Automotive Brand in Sultanate of Oman: Customers Perspective

Kn¹,

Akthar²,

Brindha³

et al. 2013

JSCCRM

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The Recruitment Crisis in the British Hospitality Industry

Sealy

Jenkins

Jalley

2023

Embracing Business Sustainability Through Innovation and Creativity in the Service Sector

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The scarce supply of labour and of a competent workforce in the hospitality sector has been researched and debated for decades. Although the sector is important to the UK economy contributing £130 billion pounds to the gross domestic product, the inability of the sector to attract and retain the best talent remains an age-old problem. This chapter is a commentary of the current debate on the recruitment crisis based on an examination of the most recent academic literature. The research finds that although many recommendations have been proffered by researchers to solve these problems, the issues and mistakes made by hospitality employers appear to remain the same. Possible best practice solutions are explored. Reviews of scholarly journals, books, and materials from the domains of marketing, human resources, hospitality management, and organisational behaviour were used to find evidence about the current trends of thought, research findings, and best practices in this field. The chapter concludes with three conceptual models that summarise the critical issues and possible solutions.

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Employer Branding and Reputation From A Strategic Human Resource Management Perspective

Yüksel

2015

CIBIMA

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Although reputation management literature has been dominated by marketing and communications-led perspectives, there is anagreementthat corporate reputation and good governance are often built from the internal towards external stakeholders. Lately, balancing the usage of social media as opposed to conventional media has demanded both human resources managementand public relations to become more strategic in addressing the role of brand communication via social media to gain competitiveness and business value. The purpose of the present study is to investigate the role of brand management for engaging employees, while building the reputation of the company. Most research on reputation management and branding focus either on social expectations and trust of external stakeholders and emphasis on internal stakeholders, particularly employees, is quite recent. "Employer branding" has been the application of branding principles for competitive advantage in strategic human resource management. Internal marketing of employer brands need to support external marketing so that organizational reputation is persistent. Employee commitment here refers to the degree to which an employee has positive associations and perceptions towards the organization, its brand values, brand personality and reputation. The researcherhas drawn upon prior research to develop anintegrated model that aims at linking strategic human resources management (SHRM), branding and corporate reputation. By using structured interviews of managers from various companies in different sectors, comparing and contrasting challenges and implications may pave the way for an integrated understanding of employees as the ultimate brand ambassadors/ advocates.

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Employer Branding in Selected Companies in United Arab Emirates

Cited by 5 publications

References 9 publications

Automotive Brand in Sultanate of Oman: Customers Perspective

Automotive Brand in Sultanate of Oman: Customers Perspective

The Recruitment Crisis in the British Hospitality Industry

Employer Branding and Reputation From A Strategic Human Resource Management Perspective

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