The impact of brand portfolios on organizational attractiveness

Brünner, Christian; Baum, Matthias

doi:10.1016/j.jbusres.2019.09.014

Cited by 23 publications

(14 citation statements)

References 85 publications

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“…Three questions refer to firm reputation (FR) variables (Lai et al, 2010;Rupp et al, 2006). Ten questions refer to organizational attractiveness (OA), job satisfaction (JS) and job performance (JP) variables (e.g., Rupp et al, 2006;Brunner & Baum, 2020;Park et al, 2020;Nguyen, 2020).…”

Section: Procedures and Measurementmentioning

confidence: 99%

CSR and Firm Reputation from Employee Perspective

Tangngisalu¹,

MAPPAMIRING²,

Andayani³

et al. 2020

JAFEB

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This research focuses on the importance of corporate social responsibility in building the company's reputation. Experts have studied CSR as an antecedent of a company's reputation, but the mechanisms underlying this process are rarely explored. Therefore, to fill this research gap, we demonstrate CSR's implementation combined with organizational justice based on discrepancy and equity theory. This study involved 210 employees in a family company. The study's analysis method uses Structural Equation Model (SEM), SmartPLS, with a five-step measurement and analysis procedure. The variables in this study are CSR implementation, organizational justice, employee trust, firm reputation, organizational objectiveness, organizational commitment, job satisfaction, and job performance. The results found that some of the direct relationships stated were not significant, but all demonstrations of indirect links were substantial. Besides, optimal CSR and organizational justice provide a reliable and positive domino effect in increasing the role and consequences of employee trust and firm reputation. The findings in this study confirm that upstream-downstream job performance causality can be successfully achieved if job satisfaction has been realized, job satisfaction can be achieved if organizational commitment can also be recognized, and organizational commitment can be developed. Reflection and influence, rather than organizational attractiveness becomes essential.

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Section: Procedures and Measurementmentioning

confidence: 99%

CSR and Firm Reputation from Employee Perspective

Tangngisalu¹,

MAPPAMIRING²,

Andayani³

et al. 2020

JAFEB

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“…Therefore, the attractive EVPs have become widespread to target stakeholders and attract employees willing to accept these packages (Backhaus & Tikoo, 2004; Garas et al., 2018; Kashive et al., 2020). The employer branding process, in this vein, plays a crucial role in promoting such EVPs and strengthening the company image (Brunner & Baum, 2020; Dabirian et al., 2019).…”

Section: Literature Reviewmentioning

confidence: 99%

Using text mining and crowdsourcing platforms to build employer brand in the US banking industry

Sajid¹,

Volkova²,

Wilson³

et al. 2022

Glob Bus Org Exc

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Crowdsourcing platforms are a valuable source of information for employees and firms. They have become an essential part of human resource practices, such as recruiting, employee engagement, and the marketing of a company's brand. Crowdsourcing platforms can help enrich an employer's brand, with employee reviews acting as a terra-incognita for the early-stages in the employer branding process. In response to these dynamics, this research explores the employer value proposition preferences and the sentiments of employees in the US banking industry. Approximately 11,000 reviews on the crowdsourcing platform Indeed.com, covering the top 18 banks listed on the Fortune 500, were parsed. The text mining techniques topic modeling and sentiment analysis were carried out using Latent Dirichlet Allocation. The topic modeling analysis revealed work-life balance, management, economic, social, and development values as the most preferred employer value proposition, while brand-image, application, and interest values were the least preferred. Sentiment analysis showed that employees exhibit negative sentiments for management, work stress, work-life balance, and economic values, and show positive sentiments for development, social, and interest values. The paper highlights avenues for future research and discusses the managerial and theoretical implications for managers and HR practitioners.

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“…There are significant benefits for companies to use a house of brands strategy. Each brand within the house of brands has its own brand name, identity, personality, value, positioning and communication (Brunner and Baum, 2020). This will increase communication with customers, provide flexibility and enable company to make a quick decision.…”

Section: The Concept Of the Brand Portfoliomentioning

confidence: 99%

Brand portfolio strategies effects on consumers' attitude

Yilmazel

Özer

2021

MIP

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PurposeThe aim of this study is to determine the effects of brand components (CBBE, brand fit, brand image, brand reputation, brand familiarity) on consumers brand portfolio attitude via perceived risk (for two main portfolio strategies).Design/methodology/approachThe study used a structured questionnaire to collect primary data from 636 consumers who made purchases from companies using house of brand (318) and branded house strategy (318). By conducting reliability and validity analysis, the model of this study was tested with confirmatory factor analysis and path analysis methods, using structural equation modeling.FindingsAccording to the results of the path analysis, the effects of CBBE and brand reputation on brand attitude were confirmed for both house of brand and branded house strategy. Moreover, the full and partial mediating effect of perceived risk was proven in the relationships.Research limitations/implicationsOne of the limitations of the study is determining a portfolio of brands for each strategy and collecting data for these brands. In addition, since the number of consumers using brand portfolios could not be reached in the study, data could be collected using the purposeful convenience sampling method. For this reason, it is thought that research conducted with the data obtained through systematic sampling methods can yield more reliable results.Practical implicationsManagers of companies with a brand portfolio should work on a main strategy that enhances CBBE and brand reputation regardless of the strategy they use. After these two variables, the variable that portfolio managers need to address is brand fit.Originality/valueIt will offer different perspectives in terms of understanding which portfolio strategy is needed, and which predecessors and outputs can be produced. Also, the findings of the research will produce important results to reduce the perceived risks of consumers and increase their positive attitudes toward brand portfolios.

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The impact of brand portfolios on organizational attractiveness

Cited by 23 publications

References 85 publications

CSR and Firm Reputation from Employee Perspective

CSR and Firm Reputation from Employee Perspective

Using text mining and crowdsourcing platforms to build employer brand in the US banking industry

Brand portfolio strategies effects on consumers' attitude

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