Publicação
Essays on Employer Brand Management
| Resumo: | Traditionally, researchers and practitioners placed significant emphasis on the customer or financial perspective of branding and less on the interaction between the brand and employees. Due to the recent market changes and the raising importance of 'service dominant logic', the scope of marketing management has been broadened in demand to embrace other stakeholders, in particular employees. Nowadays, organizations acknowledge the influence employees have on a customer's service experience and satisfaction, which in turn can lead to organizational growth. This thesis aims to discuss the various aspects of employer brand management, nominally the employer brand and employer branding process, employee's perception of brand equity, employer brand attractiveness and internal communication. Accordingly, this investigation considers the wider conceptualization of employer brand management, determined by both employer branding (building the employer attractiveness to both current and potential employees), as well as internal brand management (communicating brand promise). This thesis is constituted on the base of five papers, of which the first two are conceptual and the following three studies are empirical, and all serve to enrich the understanding of employer brand management. The first paper uses a narrative review to summarize the existing literature while analyzing the relevant studies in two areas. The second of the conceptual studies applies a systematic literature review and focuses on the area of employer branding and employee-based brand equity while summarizing the literature progression during passed eleven years. As it comes to the three empirical studies, the third gives more light to the connection between brand knowledge dissemination and brand equity form the perspective of employees, following the conceptualization of King et al. (2012). The fourth study applies the mixed method to evaluate the employer brand attractiveness in the perceptions of both current as prospective employees and applies the EmpAt scale proposed by Berthon et al. (2005) while linking it with the intention to submit a job application, as proposed by Highhouse et al. (2003). Finally, the fifth study takes under the lens the internal brand management to investigate the links between internal communication, perceived organizational support and organizational identification. The employee satisfaction with the internal communication of the organization for which they are working is measured in this study with the Internal Communication Satisfaction Questionnaire (UPZIK) developed by Vercic et al. (2009) and based on previous Downs and Hazen's (1977) conceptualization. This investigation presents several scientific contributions. First, it adds new empirical evidence to the underlying theories, predominantly to the theory of social identity, to the theory of social exchanges and to the theory of organizational identification. Second, the present research offers insights into an area that is relatively new and not yet well explored in the area of marketing, contributing to the conceptual systematization of terms related to the employer brand management in this way addressing existing research gaps. |
|---|---|
| Autores principais: | Santiago, Joanna Katarzyna Krywalski da Silveira |
| Assunto: | employer brand management employer branding internal brand management employee-based brand equity employer brand attractiveness internal communication gestão da marca do empregador marca do empregador gestão da marca intema capital da marca centrado no colaborador atratividade da marca do empregador comunicação intema. |
| Ano: | 2021 |
| País: | Portugal |
| Tipo de documento: | tese de doutoramento |
| Tipo de acesso: | acesso restrito |
| Instituição associada: | Universidade de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório da Universidade de Lisboa |
| _version_ | 1866810442409574400 |
|---|---|
| author | Santiago, Joanna Katarzyna Krywalski da Silveira |
| author_facet | Santiago, Joanna Katarzyna Krywalski da Silveira |
| author_role | author |
| contributor_name_str_mv | Duarte, Maria Margarida Mota, João Repositório Científico de Acesso Aberto da ULisboa |
| country_str | PT |
| creators_json_txt | [{\"Person.name\":\"Santiago, Joanna Katarzyna Krywalski da Silveira\"}] |
| datacite.contributors.contributor.contributorName.fl_str_mv | Duarte, Maria Margarida Mota, João Repositório Científico de Acesso Aberto da ULisboa |
| datacite.creators.creator.creatorName.fl_str_mv | Santiago, Joanna Katarzyna Krywalski da Silveira |
| datacite.date.Accepted.fl_str_mv | 2021-01-01T00:00:00Z |
| datacite.date.available.fl_str_mv | 2021-06-09T09:22:22Z |
| datacite.date.embargoed.fl_str_mv | 2021-06-09T09:22:22Z |
| datacite.rights.fl_str_mv | http://purl.org/coar/access_right/c_16ec |
| datacite.subjects.subject.fl_str_mv | employer brand management employer branding internal brand management employee-based brand equity employer brand attractiveness internal communication gestão da marca do empregador marca do empregador gestão da marca intema capital da marca centrado no colaborador atratividade da marca do empregador comunicação intema. |
| datacite.titles.title.fl_str_mv | Essays on Employer Brand Management |
| dc.contributor.none.fl_str_mv | Duarte, Maria Margarida Mota, João Repositório Científico de Acesso Aberto da ULisboa |
| dc.creator.none.fl_str_mv | Santiago, Joanna Katarzyna Krywalski da Silveira |
| dc.date.Accepted.fl_str_mv | 2021-01-01T00:00:00Z |
| dc.date.available.fl_str_mv | 2021-06-09T09:22:22Z |
| dc.date.embargoed.fl_str_mv | 2021-06-09T09:22:22Z |
| dc.format.none.fl_str_mv | application/pdf |
| dc.identifier.none.fl_str_mv | http://hdl.handle.net/10400.5/21440 |
| dc.language.none.fl_str_mv | eng |
| dc.publisher.none.fl_str_mv | Instituto Superior de Economia e Gestão |
| dc.rights.none.fl_str_mv | http://purl.org/coar/access_right/c_16ec |
| dc.subject.none.fl_str_mv | employer brand management employer branding internal brand management employee-based brand equity employer brand attractiveness internal communication gestão da marca do empregador marca do empregador gestão da marca intema capital da marca centrado no colaborador atratividade da marca do empregador comunicação intema. |
| dc.title.fl_str_mv | Essays on Employer Brand Management |
| dc.type.none.fl_str_mv | http://purl.org/coar/resource_type/c_db06 |
| description | Traditionally, researchers and practitioners placed significant emphasis on the customer or financial perspective of branding and less on the interaction between the brand and employees. Due to the recent market changes and the raising importance of 'service dominant logic', the scope of marketing management has been broadened in demand to embrace other stakeholders, in particular employees. Nowadays, organizations acknowledge the influence employees have on a customer's service experience and satisfaction, which in turn can lead to organizational growth. This thesis aims to discuss the various aspects of employer brand management, nominally the employer brand and employer branding process, employee's perception of brand equity, employer brand attractiveness and internal communication. Accordingly, this investigation considers the wider conceptualization of employer brand management, determined by both employer branding (building the employer attractiveness to both current and potential employees), as well as internal brand management (communicating brand promise). This thesis is constituted on the base of five papers, of which the first two are conceptual and the following three studies are empirical, and all serve to enrich the understanding of employer brand management. The first paper uses a narrative review to summarize the existing literature while analyzing the relevant studies in two areas. The second of the conceptual studies applies a systematic literature review and focuses on the area of employer branding and employee-based brand equity while summarizing the literature progression during passed eleven years. As it comes to the three empirical studies, the third gives more light to the connection between brand knowledge dissemination and brand equity form the perspective of employees, following the conceptualization of King et al. (2012). The fourth study applies the mixed method to evaluate the employer brand attractiveness in the perceptions of both current as prospective employees and applies the EmpAt scale proposed by Berthon et al. (2005) while linking it with the intention to submit a job application, as proposed by Highhouse et al. (2003). Finally, the fifth study takes under the lens the internal brand management to investigate the links between internal communication, perceived organizational support and organizational identification. The employee satisfaction with the internal communication of the organization for which they are working is measured in this study with the Internal Communication Satisfaction Questionnaire (UPZIK) developed by Vercic et al. (2009) and based on previous Downs and Hazen's (1977) conceptualization. This investigation presents several scientific contributions. First, it adds new empirical evidence to the underlying theories, predominantly to the theory of social identity, to the theory of social exchanges and to the theory of organizational identification. Second, the present research offers insights into an area that is relatively new and not yet well explored in the area of marketing, contributing to the conceptual systematization of terms related to the employer brand management in this way addressing existing research gaps. |
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| identifier.url.fl_str_mv | http://hdl.handle.net/10400.5/21440 |
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| institution | Universidade de Lisboa |
| instname_str | Universidade de Lisboa |
| language | eng |
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| network_name_str | Repositório da Universidade de Lisboa |
| oai_identifier_str | oai:repositorio.ulisboa.pt:10400.5/21440 |
| organization_str_mv | urn:organizationAcronym:ul |
| person_str_mv | Santiago, Joanna Katarzyna Krywalski da Silveira |
| publishDate | 2021 |
| publisher.none.fl_str_mv | Instituto Superior de Economia e Gestão |
| reponame_str | Repositório da Universidade de Lisboa |
| repository_id_str | urn:repositoryAcronym:ul |
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| spelling | engInstituto Superior de Economia e Gestãopt_PTTraditionally, researchers and practitioners placed significant emphasis on the customer or financial perspective of branding and less on the interaction between the brand and employees. Due to the recent market changes and the raising importance of 'service dominant logic', the scope of marketing management has been broadened in demand to embrace other stakeholders, in particular employees. Nowadays, organizations acknowledge the influence employees have on a customer's service experience and satisfaction, which in turn can lead to organizational growth. This thesis aims to discuss the various aspects of employer brand management, nominally the employer brand and employer branding process, employee's perception of brand equity, employer brand attractiveness and internal communication. Accordingly, this investigation considers the wider conceptualization of employer brand management, determined by both employer branding (building the employer attractiveness to both current and potential employees), as well as internal brand management (communicating brand promise). This thesis is constituted on the base of five papers, of which the first two are conceptual and the following three studies are empirical, and all serve to enrich the understanding of employer brand management. The first paper uses a narrative review to summarize the existing literature while analyzing the relevant studies in two areas. The second of the conceptual studies applies a systematic literature review and focuses on the area of employer branding and employee-based brand equity while summarizing the literature progression during passed eleven years. As it comes to the three empirical studies, the third gives more light to the connection between brand knowledge dissemination and brand equity form the perspective of employees, following the conceptualization of King et al. (2012). The fourth study applies the mixed method to evaluate the employer brand attractiveness in the perceptions of both current as prospective employees and applies the EmpAt scale proposed by Berthon et al. (2005) while linking it with the intention to submit a job application, as proposed by Highhouse et al. (2003). Finally, the fifth study takes under the lens the internal brand management to investigate the links between internal communication, perceived organizational support and organizational identification. The employee satisfaction with the internal communication of the organization for which they are working is measured in this study with the Internal Communication Satisfaction Questionnaire (UPZIK) developed by Vercic et al. (2009) and based on previous Downs and Hazen's (1977) conceptualization. This investigation presents several scientific contributions. First, it adds new empirical evidence to the underlying theories, predominantly to the theory of social identity, to the theory of social exchanges and to the theory of organizational identification. Second, the present research offers insights into an area that is relatively new and not yet well explored in the area of marketing, contributing to the conceptual systematization of terms related to the employer brand management in this way addressing existing research gaps.application/pdfpt_PTEssays on Employer Brand ManagementSantiago, Joanna Katarzyna Krywalski da SilveiraDuarte, Maria MargaridaMota, JoãoHostingInstitutionOrganizationalRepositório Científico de Acesso Aberto da ULisboae-mailmailto:repositorio@reitoria.ulisboa.ptrepositorio@reitoria.ulisboa.pt2021-06-09T09:22:22Z20212021-01-01T00:00:00ZHandlehttp://hdl.handle.net/10400.5/21440http://purl.org/coar/access_right/c_16ecrestricted accessemployer brand managementemployer brandinginternal brand managementemployee-based brand equityemployer brand attractivenessinternal communicationgestão da marca do empregadormarca do empregadorgestão da marca intemacapital da marca centrado no colaboradoratratividade da marca do empregadorcomunicação intema.4007860 bytesliteraturehttp://purl.org/coar/resource_type/c_db06doctoral thesishttp://purl.org/coar/access_right/c_16ecapplication/pdffulltexthttps://repositorio.ulisboa.pt/bitstreams/3c82dbad-d026-433f-bcaa-bd0d1ea6a26c/download |
| spellingShingle | Essays on Employer Brand Management Santiago, Joanna Katarzyna Krywalski da Silveira employer brand management employer branding internal brand management employee-based brand equity employer brand attractiveness internal communication gestão da marca do empregador marca do empregador gestão da marca intema capital da marca centrado no colaborador atratividade da marca do empregador comunicação intema. |
| status | SINGLETON |
| subject.fl_str_mv | employer brand management employer branding internal brand management employee-based brand equity employer brand attractiveness internal communication gestão da marca do empregador marca do empregador gestão da marca intema capital da marca centrado no colaborador atratividade da marca do empregador comunicação intema. |
| title | Essays on Employer Brand Management |
| title_full | Essays on Employer Brand Management |
| title_fullStr | Essays on Employer Brand Management |
| title_full_unstemmed | Essays on Employer Brand Management |
| title_short | Essays on Employer Brand Management |
| title_sort | Essays on Employer Brand Management |
| topic | employer brand management employer branding internal brand management employee-based brand equity employer brand attractiveness internal communication gestão da marca do empregador marca do empregador gestão da marca intema capital da marca centrado no colaborador atratividade da marca do empregador comunicação intema. |
| topic_facet | employer brand management employer branding internal brand management employee-based brand equity employer brand attractiveness internal communication gestão da marca do empregador marca do empregador gestão da marca intema capital da marca centrado no colaborador atratividade da marca do empregador comunicação intema. |
| url | http://hdl.handle.net/10400.5/21440 |
| visible | 1 |