Skip to main content
main-content

Tipp

Weitere Artikel dieser Ausgabe durch Wischen aufrufen

Erschienen in: Marketing Letters 3/2007

01.09.2007

Leveraging brand equity to attract human capital

verfasst von: Devon DelVecchio, Cheryl Burke Jarvis, Richard R. Klink, Brian R. Dineen

Erschienen in: Marketing Letters | Ausgabe 3/2007

Einloggen, um Zugang zu erhalten
share
TEILEN

Abstract

We propose that brand equity can influence job seekers’ perceptions of job opportunities. Our results suggest that job seekers view working for a strong brand as a way to build the power of their résumé. The belief that strong brands build powerful résumés is, in part, the outcome of job seekers’ beliefs that working for a strong brand will allow them to advance to better positions internally, provide them job-related training and skills, and demonstrate their willingness to work hard. In turn, job seekers express a greater desire to work for strong brands as measured by salary requirements and perceptions of job appeal in experiment 1 and job choice in experiment 2.
Anhänge
Nur mit Berechtigung zugänglich
Fußnoten
1
Brand equity is sometimes conceptualized as consisting of awareness, perceived quality, and favorable brand associations (e.g., Aaker 1996; Keller 1993). Numerous associations are likely to exist for any brand. For instance, Pepsi may be associated with NASCAR, youth, Britney Spears, the phrase “you got the right one,” etc. The extent to which each association enhances or dilutes brand strength is a function of the congruity between the association and the personality and/or taste of the customer (Aaker, 1999; Sirgy, 1982). Thus, the effects of brand associations are highly idiosyncratic. Given (a) the complexity stemming from the wide array of associations held for any brand and the potential for each of these to either positively or negatively effect brand evaluations and (b) our goal of establishing a general relationship between brand equity and job selection, our focus in measuring brand equity is on the less idiosyncratic aspects of brand equity. Therefore, consistent with well-established measures of brand equity (e.g., Aaker and Keller 1990; Smith and Park 1992), we measure brand equity based on awareness and perceived quality, where perceived quality reflects a global brand evaluation.
 
2
A multigroup (high brand equity/low brand equity) structural equation model analysis leads to the same conclusions as those found with the regression analyses.
 
Literatur
Zurück zum Zitat Aaker, D. A. (1996). Building strong brand. New York: The Free Press. Aaker, D. A. (1996). Building strong brand. New York: The Free Press.
Zurück zum Zitat Aaker, J. L. (1999). The malleable self: The role-expression in persuasion. Journal of Marketing Research, 46, 45–57. CrossRef Aaker, J. L. (1999). The malleable self: The role-expression in persuasion. Journal of Marketing Research, 46, 45–57. CrossRef
Zurück zum Zitat Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54, 27–41. CrossRef Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54, 27–41. CrossRef
Zurück zum Zitat Anderson, N. H. (1981). Foundations of information integration theory. New York: Academic Press. Anderson, N. H. (1981). Foundations of information integration theory. New York: Academic Press.
Zurück zum Zitat Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychology research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173–1182. CrossRef Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychology research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173–1182. CrossRef
Zurück zum Zitat Bearden, W. O., & Etzel, M. J. (1982). Reference group influence on product and brand purchase decisions. Journal of Consumer Research, 9, 183–194. CrossRef Bearden, W. O., & Etzel, M. J. (1982). Reference group influence on product and brand purchase decisions. Journal of Consumer Research, 9, 183–194. CrossRef
Zurück zum Zitat Becker, G. S., & Mulligan, K. B. (1997). The endogenous determination of time preference. Quarterly Journal of Economics, 112, 729–758. CrossRef Becker, G. S., & Mulligan, K. B. (1997). The endogenous determination of time preference. Quarterly Journal of Economics, 112, 729–758. CrossRef
Zurück zum Zitat Boush, D. M., & Loken, B. (1991). A process-tracing study of brand extension evaluation. Journal of Marketing Research, 28, 16–28. CrossRef Boush, D. M., & Loken, B. (1991). A process-tracing study of brand extension evaluation. Journal of Marketing Research, 28, 16–28. CrossRef
Zurück zum Zitat Bretz, R. D. Jr., & Boudreau, J. W. (1994). Job search behavior of employed managers. Personnel Psychology, 47, 275–302. CrossRef Bretz, R. D. Jr., & Boudreau, J. W. (1994). Job search behavior of employed managers. Personnel Psychology, 47, 275–302. CrossRef
Zurück zum Zitat Broniarczyk, S. M., & Alba, J. W. (1994). The importance of the brand in brand extension. Journal of Marketing Research, 31, 214–228. CrossRef Broniarczyk, S. M., & Alba, J. W. (1994). The importance of the brand in brand extension. Journal of Marketing Research, 31, 214–228. CrossRef
Zurück zum Zitat Cable, D. M., & Turban, D. B. (2003). The value of organizational reputation in the recruiting context: A brand equity perspective. Journal of Applied Social Psychology, 33, 2244–2266. CrossRef Cable, D. M., & Turban, D. B. (2003). The value of organizational reputation in the recruiting context: A brand equity perspective. Journal of Applied Social Psychology, 33, 2244–2266. CrossRef
Zurück zum Zitat Churchill, G. A. Jr. (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 16, 64–73. CrossRef Churchill, G. A. Jr. (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 16, 64–73. CrossRef
Zurück zum Zitat D’Alessandro, D. F. (2001). Brand warfare: 10 rules for building the killer brand. New York: McGraw-Hill. D’Alessandro, D. F. (2001). Brand warfare: 10 rules for building the killer brand. New York: McGraw-Hill.
Zurück zum Zitat DelVecchio, D., & Smith, D. C. (2005). Brand-extension price premiums: The effects of perceived fit and extension product category risk. Journal of the Academy of Marketing Science, 4, 184–196. CrossRef DelVecchio, D., & Smith, D. C. (2005). Brand-extension price premiums: The effects of perceived fit and extension product category risk. Journal of the Academy of Marketing Science, 4, 184–196. CrossRef
Zurück zum Zitat Erdem, T., & Swait, J. (1998). Brand equity as a signaling phenomenon. Journal of Consumer Psychology, 7, 131–157. CrossRef Erdem, T., & Swait, J. (1998). Brand equity as a signaling phenomenon. Journal of Consumer Psychology, 7, 131–157. CrossRef
Zurück zum Zitat Erdem, T., Swait, J., & Louviere, J. (2002). The impact of brand credibility on consumer price sensitivities across multiple product categories. International Journal of Research in Marketing, 19, 1–19. CrossRef Erdem, T., Swait, J., & Louviere, J. (2002). The impact of brand credibility on consumer price sensitivities across multiple product categories. International Journal of Research in Marketing, 19, 1–19. CrossRef
Zurück zum Zitat Fischer, G. W., & Hawkins, S. A. (1993). Strategy compatibility, scale compatibility, and the prominence effect. Journal of Experimental Psychology: Human Perception and Performance, 19, 580–597. CrossRef Fischer, G. W., & Hawkins, S. A. (1993). Strategy compatibility, scale compatibility, and the prominence effect. Journal of Experimental Psychology: Human Perception and Performance, 19, 580–597. CrossRef
Zurück zum Zitat Fiske, S. T., & Taylor, S. E. (1984). Social cognition. Reading: Addison-Wesley. Fiske, S. T., & Taylor, S. E. (1984). Social cognition. Reading: Addison-Wesley.
Zurück zum Zitat Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 28, 39–50. CrossRef Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 28, 39–50. CrossRef
Zurück zum Zitat Gatewood, R. D., Gowan, M. A., & Lautenschlager, G. J. (1993). Corporate image, recruitment image, and initial job choice decisions. Academy of Management Journal, 36, 414–427. CrossRef Gatewood, R. D., Gowan, M. A., & Lautenschlager, G. J. (1993). Corporate image, recruitment image, and initial job choice decisions. Academy of Management Journal, 36, 414–427. CrossRef
Zurück zum Zitat Gomez-Mejia, L. (2001). Managing human resources. New Jersey: Prentice Hall. Gomez-Mejia, L. (2001). Managing human resources. New Jersey: Prentice Hall.
Zurück zum Zitat Greening, D. W., & Turban, D. B. (2000). Corporate social performance as a competitive advantage in attracting a quality workforce. Business and Society, 39, 254–280. CrossRef Greening, D. W., & Turban, D. B. (2000). Corporate social performance as a competitive advantage in attracting a quality workforce. Business and Society, 39, 254–280. CrossRef
Zurück zum Zitat Hiltrop, J.-M. (1999). The quest for the best: Human resource practices to attract and retain talent. European Management Journal, 17, 422–428. CrossRef Hiltrop, J.-M. (1999). The quest for the best: Human resource practices to attract and retain talent. European Management Journal, 17, 422–428. CrossRef
Zurück zum Zitat Johnson, J. G., & Busemeyer, J. R. (2005). A dynamic, stochastic, computational model of preference reversal phenomena. Psychological Review, 112, 841–861. CrossRef Johnson, J. G., & Busemeyer, J. R. (2005). A dynamic, stochastic, computational model of preference reversal phenomena. Psychological Review, 112, 841–861. CrossRef
Zurück zum Zitat Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57, 1–22. CrossRef Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57, 1–22. CrossRef
Zurück zum Zitat Klink, R. R., & Smith, D. C. (2001). Threats to the external validity of brand extension research. Journal of Consumer Research, 38, 326–335. Klink, R. R., & Smith, D. C. (2001). Threats to the external validity of brand extension research. Journal of Consumer Research, 38, 326–335.
Zurück zum Zitat Korolishin, J. (2004). 2003 liquor report: Younger consumers drive spirits growth. Beverage Industry, 95, 22–26. Korolishin, J. (2004). 2003 liquor report: Younger consumers drive spirits growth. Beverage Industry, 95, 22–26.
Zurück zum Zitat Lazich, R. S. (2004). Market Share Reporter: An Annual Compilation of Reported Market Share Data on Companies, Products, and Services. Detroit: Gale Research. Lazich, R. S. (2004). Market Share Reporter: An Annual Compilation of Reported Market Share Data on Companies, Products, and Services. Detroit: Gale Research.
Zurück zum Zitat Lester, S. W., & Kickul, J. (2001). Psychological contracts in the 21st century: What employees value most and how well organizations are responding to these expectations. Human Resource Planning, 24, 10–21. Lester, S. W., & Kickul, J. (2001). Psychological contracts in the 21st century: What employees value most and how well organizations are responding to these expectations. Human Resource Planning, 24, 10–21.
Zurück zum Zitat Lievens, F., & Highhouse, S. (2003). The relation of instrumental and symbolic attributes to a company’s attractiveness as an employer. Personnel Psychology, 56, 75–102. CrossRef Lievens, F., & Highhouse, S. (2003). The relation of instrumental and symbolic attributes to a company’s attractiveness as an employer. Personnel Psychology, 56, 75–102. CrossRef
Zurück zum Zitat March, J. G., & Simon, H. A. (1958). Organizations. New York: Wiley. March, J. G., & Simon, H. A. (1958). Organizations. New York: Wiley.
Zurück zum Zitat McGuire, J. B., Schneeweis, T., & Branch, B. (1990). Perceptions of firm quality: A cause or result of firm performance. Journal of Management, 16, 167–180. CrossRef McGuire, J. B., Schneeweis, T., & Branch, B. (1990). Perceptions of firm quality: A cause or result of firm performance. Journal of Management, 16, 167–180. CrossRef
Zurück zum Zitat McNally, D., & Spark, K. D. (2003). Be your own brand: A breakthrough formula for standing out from the crown. San Francisco: Berrett-Koehler. McNally, D., & Spark, K. D. (2003). Be your own brand: A breakthrough formula for standing out from the crown. San Francisco: Berrett-Koehler.
Zurück zum Zitat Myers, S. C. (1977). Determinants of corporate borrowing. Journal of Financial Economics, 5, 147–175 CrossRef Myers, S. C. (1977). Determinants of corporate borrowing. Journal of Financial Economics, 5, 147–175 CrossRef
Zurück zum Zitat Nunnally, J. C. (1978). Psychometric theory. New York: McGraw-Hill. Nunnally, J. C. (1978). Psychometric theory. New York: McGraw-Hill.
Zurück zum Zitat Osgood, C. E., & Tannenbaum, P. H. (1955). The principle of congruity in the prediction of attitude change. Psychological Review, 62, 42–55. CrossRef Osgood, C. E., & Tannenbaum, P. H. (1955). The principle of congruity in the prediction of attitude change. Psychological Review, 62, 42–55. CrossRef
Zurück zum Zitat Peters, T. (1997). The brand called you. Fast Company, 10, 83–90. Peters, T. (1997). The brand called you. Fast Company, 10, 83–90.
Zurück zum Zitat Roselius, T. (1973). Consumer rankings of risk reduction methods. In H. H. Kassarjian & T. S. Robertson (Eds.), Perspectives in consumer behavior. Glenview: Scott, Foresman and Company. Roselius, T. (1973). Consumer rankings of risk reduction methods. In H. H. Kassarjian & T. S. Robertson (Eds.), Perspectives in consumer behavior. Glenview: Scott, Foresman and Company.
Zurück zum Zitat Ross, S. A., Westerfield, R. W. & Jordan, B. D. (2000). Principles of corporate finance. Boston: McGraw-Hill. Ross, S. A., Westerfield, R. W. & Jordan, B. D. (2000). Principles of corporate finance. Boston: McGraw-Hill.
Zurück zum Zitat Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9, 287–300. CrossRef Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9, 287–300. CrossRef
Zurück zum Zitat Smith, D. C. & Park, C. W. (1992). The effects of brand extensions on market share and advertising efficiency. Journal of Marketing Research, 29, 296–313. CrossRef Smith, D. C. & Park, C. W. (1992). The effects of brand extensions on market share and advertising efficiency. Journal of Marketing Research, 29, 296–313. CrossRef
Zurück zum Zitat Sobel, M. E. (1982). Asymptotic intervals for indirect effects in structural equations models. In S. Leinhart (ed), Sociological methodology. San Francisco: Jossey-Bass. Sobel, M. E. (1982). Asymptotic intervals for indirect effects in structural equations models. In S. Leinhart (ed), Sociological methodology. San Francisco: Jossey-Bass.
Zurück zum Zitat Sobol, M. G., & Farrelly, G. (1988). Corporate reputation: A function of relative size of financial performance? Review of Business and Economic Research, 24, 45–59. Sobol, M. G., & Farrelly, G. (1988). Corporate reputation: A function of relative size of financial performance? Review of Business and Economic Research, 24, 45–59.
Zurück zum Zitat Turban, D. B., & Greening, D. W. (1997). Corporate social performance and organizational attractiveness to prospective employees. Academy of Management Journal, 40, 658–672. CrossRef Turban, D. B., & Greening, D. W. (1997). Corporate social performance and organizational attractiveness to prospective employees. Academy of Management Journal, 40, 658–672. CrossRef
Zurück zum Zitat Voss, K. E., Stem, D. E. Jr., & Fotopoulos S. (2000). A comment on the relationship between coefficient alpha and scale characteristics. Marketing Letters, 11, 177–191. CrossRef Voss, K. E., Stem, D. E. Jr., & Fotopoulos S. (2000). A comment on the relationship between coefficient alpha and scale characteristics. Marketing Letters, 11, 177–191. CrossRef
Metadaten
Titel
Leveraging brand equity to attract human capital
verfasst von
Devon DelVecchio
Cheryl Burke Jarvis
Richard R. Klink
Brian R. Dineen
Publikationsdatum
01.09.2007
Verlag
Springer US
Erschienen in
Marketing Letters / Ausgabe 3/2007
Print ISSN: 0923-0645
Elektronische ISSN: 1573-059X
DOI
https://doi.org/10.1007/s11002-007-9012-3

Weitere Artikel der Ausgabe 3/2007

Marketing Letters 3/2007 Zur Ausgabe