| 1. |
- Dabirian, Amir
(författare)
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Employer Branding: An Employer View of Value Propositions
- 2024
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Ingår i: Journal of Product & Brand Management. - : Emerald Group Publishing Limited. - 1061-0421.
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Tidskriftsartikel (refereegranskat)abstract
- Purpose Employer branding is a complex and multifaceted process. It is critical to understand what employer brand value propositions are offered and maintained by the employer during employee tenure. The purpose of this research was to study employer brand value propositions from employers and contrast them with the perceptions of current and former employees. Design/Methodology/Approach The study uses semistructured interviews with managers from a highly ranked IT company in Silicon Valley to understand how employers view employer brand value propositions. In addition, reviews from the same firm were downloaded from the social media site Glassdoor.com to compare employer perspectives to the perspectives of current and former employees. Findings This research discovered different views of employer brand value propositions between the employer versus current and former employees. These differences violate the psychological contract between employee and employer and could yield lower employer retention. Originality/Value This research focused on comparing employer versus employee perspectives of employer brand value propositions for a highly ranked IT firm. It explored implications for employer branding, particularly the psychological contract, as a core contract in the employer branding literature.
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| 2. |
- Eklund, Andreas, et al.
(författare)
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Congruency or incongruency : a theoretical framework and opportunities for future research avenues
- 2022
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Ingår i: Journal of Product & Brand Management. - : Emerald Group Publishing Limited. - 1061-0421. ; 31:4, s. 606-621
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Tidskriftsartikel (refereegranskat)abstract
- PurposeThe purpose of this paper is to conceptualise and provide a future research agenda for (in)congruence regarding cues between products, brands and atmospheres.Design/methodology/approachA semi-systematic literature review was conducted. The aim was to assess, critique and synthesise (in)congruence, which was found in the literature to be dispersed and interdisciplinary, and to propose a theoretical framework in the marketing domain.FindingsFirstly, the review reveals that sensory and semantic cues are interrelated in products, brands and atmospheres. It illustrates that these cues are the foundation for (in)congruence. Secondly, the findings show various theoretical foundations for (in)congruence. These explain where and how congruence occurs. Lastly, a theoretical framework for (in)congruence and a future research agenda were developed to stimulate further research.Research limitations/implicationsA theoretical framework was developed to enrich the theoretical knowledge and understanding of (in)congruence in the marketing domain.Practical implicationsThe review reveals that products, brands and atmospheres have spillover effects. Managers are advised to understand the semantic meaning carried by cues to foster various outcomes, to estimate the trade-offs when modifying (in)congruent cues for products, brands and atmospheres.Originality/valueThe developed theoretical framework advances and deepens the knowledge of (in)congruence in the marketing domain by moving beyond the match and fit between two entities and by revealing the underlying mechanism and its outcomes.
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| 3. |
- Ferreira, Caitlin Candice, et al.
(författare)
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The truth (as I see it) : philosophical considerations influencing a typology of fake news
- 2020
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Ingår i: Journal of Product & Brand Management. - : Emerald Group Publishing Limited. - 1061-0421. ; 29:2, s. 150-158
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Tidskriftsartikel (refereegranskat)abstract
- Purpose–The purpose of this paper is to provide an overview of the philosophical considerations of fake news and provide an alternative view to current conceptualizations of its binary nature. Through an evaluation of existing research, a typology of fake news is presented that considers thepossibility that the propagation of fake news about a brand, may be stemming from the brand itself, a previously unexploredfield in the literature.Design/methodology/approach–This is a conceptual paper based on extensive literature review on thefields of fake news and knowledgecreation, resulting in the creation of a synthesized typology.Findings–The role of power structures greatly influences the ability for a brand to respond to fake news. Externally constructed disinformation is seemingly more difficult for a brand to address, as a result of having limited control over the message. Internally constructed information, while stemming from the brand itself provides the brand with more control, but a greater public distrust as the source of the fake news seems to confirm the disinformation.Practical implications–This paper presents a typology that contrasts the source of the construction of disinformation and the extent to which thefacts have been fabricated. Furthermore, this paper provides future researchers with an alternate understanding of the conceptualization of fakenews.Originality/value–This paper is the first of its kind to establish a typology of fake news on the basis of the source of construction ofdisinformation. The source plays an important role when assessing the associated brand risks and developing an approach to combat potential negative implications.
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| 4. |
- Flostrand, Andrew, et al.
(författare)
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Fake news and brand management : a Delphi study of impact, vulnerability and mitigation
- 2020
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Ingår i: Journal of Product & Brand Management. - : Emerald Group Publishing Limited. - 1061-0421. ; 29:2, s. 246-254
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Tidskriftsartikel (refereegranskat)abstract
- PurposeFake news is presently one of the most discussed phenomena in politics, social life and the world of business. This paper aims to report the aggregated opinions of 42 brand management academics on the level of threat to, the involvement of, and the available actions of brand managers resulting from fake news.Design/methodology/approachA Delphi study of 42 academics with peer-reviewed publications in the brand management domain.FindingsThe study found that on some dimensions (e.g. the culpability of brand managers for incentivizing fake news by sponsoring its sources), expert opinion varied greatly. Other dimensions (e.g. whether the impact of fake news on brand management is increasing) reached a high level of consensus. The general findings indicate that fake news is an increasing phenomenon. Service brands are most at risk, but brand management generally is need of improving or implementing, fake news mitigation strategies.Research limitations/implicationsWidely diverse opinions revealed the need for conclusive research on the questions of: whether brands suffer damage from sponsoring fake news, whether fake news production is supported by advertising and whether more extensive use of internet facilitated direct interactions with the public through crowdsourcing increased vulnerability.Practical implicationsExperts agreed that practitioners must become more adept with contemporary tools such as fake news site blacklists, and much more aware of identifying and mitigating the brand vulnerabilities to fake news.Social implicationsA noteworthy breadth of expert opinion was revealed as to whether embellished or fabricated brand narratives can be read as fake news, inviting the question as to whether brands now be held to higher standards of communication integrity.Originality/valueThis paper provides a broad-shallow exploratory overview of the professional opinions of a large international panel of brand management academics on how the recent arrival of industrial fake news does, and will, impact this field.
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| 5. |
- Paschen, Jeannette
(författare)
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Investigating the emotional appeal of fake news using artificial intelligence and human contributions
- 2020
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Ingår i: Journal of Product & Brand Management. - : Emerald Group Publishing Limited. - 1061-0421. ; 29:2, s. 223-233
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Tidskriftsartikel (refereegranskat)abstract
- Purpose:The creation and dissemination of fake news can have severe consequences for a company’s brand. Researchers, policymakers and practitioners are eagerly searching for solutions to get us out of the ‘fake news crisis’. Here, one approach is to use automated tools, such as artificial intelligence (AI) algorithms, in conjunction with human inputs to identify fake news. The study in this article demonstrates how AI and machine learning, with its ability to analyze vast amounts of unstructured data, can help us tell apart fake and real news content. Specifically, this study examines if and how the emotional appeal, i.e., sentiment valence and strength of specific emotions, in fake news content differs from that in real news content. This is important to understand, as messages with a strong emotional appeal can influence how content is consumed, processed and shared by consumers. Design/methodology/approach:The study analyzes a data set of 150 real and fake news articles using an AI application, to test for differences in the emotional appeal in the titles and the text body between fake news and real news content. Findings:The results suggest that titles are a strong differentiator on emotions between fake and real news and that fake news titles are substantially more negative than real news titles. In addition, the results reveal that the text body of fake news is substantially higher in displaying specific negative emotions, such as disgust and anger, and lower in displaying positive emotions, such as joy. Originality/value:This is the first empirical study that examines the emotional appeal of fake and real news content with respect to the prevalence and strength of specific emotion dimensions, thus adding to the literature on fake news identification and marketing communications. In addition, this paper provides marketing communications professionals with a practical approach to identify fake news using AI.
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| 6. |
- Raithel, Sascha, et al.
(författare)
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The effects of brand equity and failure severity on remedy choice after a product recall
- 2021
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Ingår i: Journal of Product and Brand Management. - : Emerald. - 1061-0421. ; 30:8, s. 1247-1261
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Tidskriftsartikel (refereegranskat)abstract
- Purpose - There is limited insight concerning a firm's remedy choice after a product recall. This study aims to propose that failure severity and brand equity are key antecedents of remedy choice and provides empirical evidence for a non-linear relationship between pre-recall brand equity and the firm's remedy offer that is moderated by severity.Design/methodology/approach - This study uses field data for 159 product recalls from 60 brands between January 2008 to February 2020 to estimate a probit model of the effects of failure severity, pre-recall brand equity and remedy choice.Findings - Firms with higher and lower pre-recall brand equity are less likely to offer full (vs partial) remedy compared to medium level pre-recall brand equity firms. Failure severity moderates this relationship positively, i.e. firms with low and high brand equity are more sensitive to failure severity and then select full instead of partial remedy.Research limitations/implications - This research reconciles contradictory arguments and research results about failure severity as an antecedent of remedy choice by introducing brand equity as another key variable. Future research could examine the psychological process of managerial decision-making through experiments.Practical implications - This study increases the awareness of the importance of remedy choice during product-harm crises and can help firms and regulators to better understand managerial decision-making mechanisms (and fallacies) during a product-harm crisis.Originality/value - This study theoretically and empirically advances the limited literature on managerial decision-making in response to product recalls.
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| 7. |
- Rodrigues, Clarinda, et al.
(författare)
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I can’t stop hating you : an anti-brand-community perspective on Apple brand hate
- 2021
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Ingår i: Journal of Product & Brand Management. - : Emerald Group Publishing Limited. - 1061-0421. ; 30:8, s. 1115-1133
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Tidskriftsartikel (refereegranskat)abstract
- PurposeThis paper aims to the literature on negative consumer-brand relationships by advancing knowledge on the key triggers of brand hate of global and prominent brands. It investigates for the first time the role of brand in triggering brand hate, as well as behavioral and emotional brand hate outcomes, i.e. willingness to punish and negative brand engagement. Additionally, it explores the impact of product ownership and previous love feelings in the formation of brand hate.Design/methodology/approachThe data collection was conducted on two Apple anti-brand communities after the given consent of its administrators. Data analysis was performed using structural equation modeling.FindingsThe paper suggests that brand hate is a construct with four first-order formative triggers (symbolic incongruity, ideological incompatibility, negative past experience and brand inauthenticity). It also demonstrates that brand hate is a dichotomous concept that comprises negative emotional dimensions (i.e. negative brand engagement) and behavioral dimensions (i.e. brand aversion, negative word-of-mouth and willingness to punish brands). Finally, it shows how brand hate differs among users vs non-users and passionate vs non-passionate consumers of Apple.Originality/valueThis paper contributes to the literature on negative consumer-brand relationships by advancing knowledge on the key triggers and outcomes of brand hate of global and prominent brands. More importantly, it demonstrates empirically that brand hate does not occur at a specific point of time and may result in transient hatred motivated by emotion-eliciting events (e.g. using a product) or as a long-term consumer-brand relationship that changed from love to hatred.
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