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Employer Branding: A Brand Equity‐based Literature Review and Research Agenda
Author(s) -
Theurer Christian P.,
Tumasjan Andranik,
Welpe Isabell M.,
Lievens Filip
Publication year - 2018
Publication title -
international journal of management reviews
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.475
H-Index - 107
eISSN - 1468-2370
pISSN - 1460-8545
DOI - 10.1111/ijmr.12121
Subject(s) - employer branding , brand equity , extant taxon , scope (computer science) , corporate branding , perspective (graphical) , foundation (evidence) , brand management , marketing , business , value (mathematics) , empirical research , conceptual model , public relations , sociology , political science , product management , new product development , epistemology , computer science , philosophy , evolutionary biology , artificial intelligence , machine learning , law , biology , programming language
Over the past two decades, scholarly interest in employer branding has strongly increased. Simultaneously, however, employer branding research has developed into a fragmented field with heterogeneous interpretations of the employer branding concept and its scope, which has impeded further theoretical and empirical advancement. To strengthen the foundation for future work, this paper takes a brand equity perspective to review the extant literature and create an integrative model of employer branding. Using an analytical approach, the authors identify 187 articles, which they integrate along different employer brand dimensions and branding strategies: (i) conceptual; (ii) employer knowledge dimensions; (iii) employer branding activities and strategies. On the basis of this review, the authors develop an employer branding value chain model and derive future research avenues as well as practical implications.