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    Motivating employees to "live the brand": a comparative case study of employer brand attractiveness within the firm

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    Publication date
    2009
    Author
    Maxwell, Rachael
    Knox, S.
    Keyword
    Corporate brand; Employer brand; Case study; Social identity; Theory; Employee behaviour; REF 2014
    
    Metadata
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    Abstract
    Employer branding has been advocated as an effective strategy for motivating employees to "live the brand" however, previous research has tended to focus on recruitment. As a result, little is known about what makes an organisation's employer brand attractive to its current employees. The objective of our study is to address this question through the lens of Social Identity Theory (SIT) which we do by conducting a comparative case study across four organisations. We found that the specific attributes considered most attractive by employees were different in each organisation. However the categories of attribute were almost identical; these were employment, organisational successes, construed external image, and product or service characteristics. We also argue that managers need to identify the attributes of their own organisation that employees find most attractive within these categories in order to link the employer brand with the identity of the organisation, and the interests of employees.
    URI
    http://hdl.handle.net/10454/6083
    Citation
    Maxwell R and Knox S (2009) Motivating employees to "live the brand": a comparative case study of employer brand attractiveness within the firm. Journal of Marketing Management. 25(9-10): 893-907.
    Link to publisher’s version
    http://dx.doi.org/10.1362/026725709x479282
    Type
    Article
    Collections
    Management and Law Publications

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