Show simple item record

dc.contributor.authorMaxwell, Rachael*
dc.contributor.authorKnox, S.*
dc.date.accessioned2014-04-28T10:55:35Z
dc.date.available2014-04-28T10:55:35Z
dc.date.issued2009
dc.identifier.citationMaxwell 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.
dc.identifier.urihttp://hdl.handle.net/10454/6083
dc.description.abstractEmployer 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.en
dc.relation.isreferencedbyhttp://dx.doi.org/10.1362/026725709x479282
dc.subjectCorporate brand; Employer brand; Case study; Social identity; Theory; Employee behaviour; REF 2014
dc.titleMotivating employees to "live the brand": a comparative case study of employer brand attractiveness within the firm
dc.typeArticle


This item appears in the following Collection(s)

Show simple item record