Examining How Employer Brand Perceptions Differ for Potential and Existing Employees in the Indian IT Sector: A Longitudinal Study

Employer branding as a tool is consistently gaining importance to attract and retain talent. Previous studies have observed employer branding process through potential employee’s perspective while others have taken current employees as their sample. It has been well acknowledged that variation exists in perception of potential and existing employees regarding the value propositions that an employer offers. This variation may result in employee disengagement or lower commitment. Considering the importance of the problem, this paper attempts to explore and analyse this phenomenon of variation in employer brand perceptions that exists between potential and existing employees. To achieve this objective, a longitudinal study consisting of 411 employees of top IT companies in India is conducted. Responses from the same sample are collected at two different points; first, when the respondents are final year students (potential employees/applicants) and the second instance is when they are absorbed into the company after induction and training. The results reveal that certain differences (based on instrumental-symbolic framework) are observed in the relative importance of employer brand attributes for the same individuals, i.e. when they are looking for a job and when they are working as an employee. Also, we conclude that though the differences cannot be eliminated totally, however, it can be minimised to a certain level by focusing on certain touchpoints.

ANALISIS PERILAKU KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN SINGKONG KEJU DI ARGOTELO SALATIGA

Cassava is one of the staple foods for most of the Indonesian population which is in great demand by people from various circles. Because in addition to the cheap price and the easy way to get it. The easy process of planting cassava is also one of the reasons why cassava is in great demand by the public. This study aims to determine the characteristics of respondents, make decisions and analyze consumer attitudes towards attributes. This research was conducted in Argotelo in the Salatiga area of Central Java. The type of research used is descriptive quantitative research. The sampling technique used is convenience sampling with a sample size of 40 respondents. Sources of data were obtained from interviews, questionnaires, literature study, and documentation. The data analysis techniques used are Descriptive Analysis, Customer Satisfaction Index (CSI), and Importance Performance Analysis (IPA). The results showed that the characteristics of consumers aged 20 to 28 years were married with income below Rp. 2,500,000 as private employees and have the latest diploma or bachelor's education (S1, S2, S3). The decision-making stage is the introduction of needs, information search, evaluation of alternatives, purchase, and results. The consumer satisfaction index is 86.40%, which means that consumers are very satisfied with the cassava cheese products in Argotelo. There is no priority for performance on attributes that need to be improved, but in quadrant II the taste and quality need to be maintained and in quadrant III it needs to be encouraged or developed, especially brand attributes so that consumer expectations for the brand are higher

A Brand Like a Friend—How Brand Likeability Influences Brand Perception

Being the customer’s friend is considered an advantageous position for a brand. To achieve this position, brand likeability, that is, the degree of perceived appeal a customer has for a brand, plays an important role. Research suggests that satisfaction and loyalty are outcomes of likeability. However, little is known about its influence on perceptions of objective brand attributes. The present study uncovers that brand likeability positively influences both product quality and price fairness. Moreover, likeability affects loyalty, both directly and mediated by the constructs of product quality, price fairness, and satisfaction. Thus, achieving likeability as a brand can be regarded as a key task of brand management. If a brand is perceived as likeable, the chances that customers will be willing to accept a price premium and overlook qualitative shortcomings of a product are higher.

Tourists' Perspectives on Brand Image and Brand Loyalty of KwaZulu-Natal

Destinations with strong brands will possibly perform better and hold more value than destinations with unbranded offerings. As sub-Saharan Africa's tourism destinations are becoming increasingly similar, competition among them has become very intense. This research aims to measure tourists' perceptions of KwaZulu-Natal destinations' brand image and brand loyalty. A questionnaire survey of 411 respondents revealed that most tourists are attached to the KwaZulu-Natal destination and will likely return. Furthermore, they are willing to recommend KwaZulu-Natal as a preferred tourism destination to their family and friends. Therefore, it is recommended that KwaZulu-Natal tourism destination marketers capitalise on the destination‘s brand attributes that make the destination a strong brand to strengthen its role in South Africa and globally as a cultural and natural destination.

When Does Psychological Fit Matter? The Moderating Role of Price on Self-Brand Congruity

People prefer brands whose perceived image reflects their own psychological profile, a finding referred to as the self-brand congruity effect. For the first time, we test this effect in the field by utilizing over 17,000 real bank transaction records (Study 1, N = 405). We demonstrate that the strength of self-brand congruity is related to the financial resources a person must spend to acquire the brand, such that the effect holds only when the brand being purchased has a high (vs. low) price. We conceptually replicate the effect (Study 2, N = 354) and provide causal evidence through an experiment (Study 3, N = 404), manipulating price and brand personality while holding other brand attributes constant. We also provide evidence for one psychological mechanism underlying why price moderates self-brand congruity, finding personality-matched brands elicit fewer concerns about postpurchase regret, a bigger risk for high-price brands (Study 4, N = 300).

Discussing the Relationships between Consumer Experiential Value, Celebrity Endorsement and Brand Resonance – Case Study of the STAYREAL Brand

Based on the perspective of concert experience marketing, this research explores whether consumers resonate with the brand STAYREAL through celebrity endorsements while using the P-O-X theory as the research’s structure. Research subjects are audiences who have participated in the Mayday concerts. Mall-intercepts method with intentional sampling is used and questionnaires were distributed at the “Super Slippa– part 9” and “The Great Nobody” of 831 rock band in 2018 at the Taipei Arena. 422 valid questionnaires were returned from the 469 distributed. Data were analyzed using the statistical software SPSS19.0 and it was found that: 1. Experience value has a significant positive impact on celebrity endorsements; 2. Experience value has a significant positive impact on brand resonance. 3. Celebrity endorsements have a significant positive impact on brand resonance; 4. Celebrity endorsements have a partial intermediary effect between experience value and brand resonance, which proves that P-O-X is in a balanced state. In order to reach a stage of consumers’ resonance with the brand, future research can examine the utility factors such as brand attributes in price, design, fabric, comfort, color, etc. at the same time.

The Making of the Muslim Brotherhood’s Faith Brand

This article sheds light on the use of narrative within the realm of political Islam, taking the Muslim Brotherhood as a topical case study. The argument is that the Brotherhood media served as a faith brand that was based on a narrative aimed at mobilizing voters and supporters, both within Egypt and regionally. The article questions whether the Brotherhood media represent a coherent voice of the movement, and how the media have helped sustain, preserve, and distinguish the Brotherhood’s brand for nine decades. It is argued that the Brotherhood’s narrative and brand attributes have come under scrutiny with the ongoing fissures within the movement post-2013, particularly between the old and new guard with regards to the re-assessment of the Brotherhood’s ideology and mission. These controversies attest to the gradual fragmentation of the Brotherhood brand, raising doubts about the movement’s ability to resuscitate this brand in the future.

Analisis Ekuitas Merek

Brand equity continues to be one of the critical areas for marketing. This research explores some of the consequences attributes may have on brand equity such as the bias on consumer preference. For comparative purposes, this research is conducted on the high involvement using on the four soft drinks brands. This research being measured the impact of attributes preferences and actual choice frequency for brand attributes on brand equity. Attributes are examined from a tangible and intangible perspective and both are found to be important contributors to brand equity and brand choice.

Examining the Relationship between Consumer Brand Relationships and Brand Evangelism

It is a well-known fact now that consumers falsify profound and meaningful relationships with particular brands and that such consumer brand relationships are expected to impact brand-related behavior of consumers. The study investigates the influence of three consumer-brand relational constructs - brand trust, brand affect and brand identification – and their effects on brand evangelism behavior, which was operationalized in the form of two supportive behaviors namely; purchase intentions and positive referrals. After assessing common method bias as well as reliability and validity estimates, structural equation modelling was employed with 458 sample data to test the study model fit and hypothesized relationships. The findings reveal that the consumer-brand relationship influences brand evangelism. All consumer-brand relational constructs (i.e., brand trust, brand affect and brand identification) influence brand evangelism positively in terms of purchase intention and brand referral. The study highlights the importance of brand evangelism in the marketing literature by establishing its causal relationships with the key brand attributes of brand affect, brand trust and brand evangelism. Implications of the results are deliberated with future scope for research.