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Robertson, J., Ferguson, S. L., Eriksson, M. T. & Näppä, A. (2019). The brand personality dimensions of business-to-business firms: a contentanalysis of employer reviews on social media. Journal of Business-to-Business Marketing, 26(2), 109-124
Open this publication in new window or tab >>The brand personality dimensions of business-to-business firms: a contentanalysis of employer reviews on social media
2019 (Swedish)In: Journal of Business-to-Business Marketing, ISSN 1051-712X, E-ISSN 1547-0628, Vol. 26, no 2, p. 109-124Article in journal (Refereed) Published
Abstract [en]

Purpose: The purpose of this paper is to explore the brand personalities that employees are creating of their employer brands, in particular business-to-business (B-to-B) brands, when describing these brands on social media. We examine how the brand personalities, based on written online reviews, differ between high- and low-ranked, and high- and low-rated brands.

Methodology/Approach: 6,300 written employee reviews from a social media platform, Glassdoor, are used for content analysis in DICTION, to determine the brand personality dimensions they communicate (J. L). An independent B-to-B brand ranking data source, Brandwatch, is used as a reference to various brands’ level of ranking, while an ANOVA test is used to determine whether there is a difference in the brand personality trait means when comparing high and low-ranked, and high- and low-rated brands.

Findings: Our findings suggest that a strong social media presence does not equate to a strong employer brand personality perception among employees, since there are no significant differences between B-to-B firms based on their rankings.

Research Implications: Extant literature has mostly explored the impact of either critical reviews or favourable customer ratings and reviews on company performance, with very little research focusing on the B-to-B context. In addition, research employing DICTION for the purposes of content analysis of reviews is sparse. The methodology used in this study could thus be employed to further compare and contrast the reviews from a single company, dividing top and low starred reviews to compare discrepancies.

Practical Implications: The results of this study show how online shared employee experiences of employer brands contribute to the formation of a distinct employer brand personality. From a managerial viewpoint, engaging with current and past employees and being cognizant of the online narratives that they share on social media, may be an early indicator of where the firm is lacking (or showing strength) in its’ employee engagement. This would offer a way for firms to both understand their employer brand personality as well as gauge how they compare to top employers in a specific sector or industry.

Originality/Value/Contribution: The study attempts to grow the literature of employee brand engagement in a B-to-B context, by recognizing the important role that employees play in engaging with their employer brand online. Two main contributions are offered. The first contribution relates to the finding that employees perceive highly-rated B-to-B brands as being more competent, exciting, sincere and sophisticated than low-rated B-to-B brands. Second, the methodology used in this study proves to be a novel and accurate way of comparing employee reviews and perceived employer brand personality, with the employer-created intended brand image.

Place, publisher, year, edition, pages
Taylor & Francis, 2019
Keywords
Brand personality, B-to-B, brand engagement, content analysis, employee, social media
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
urn:nbn:se:ltu:diva-73722 (URN)10.1080/1051712X.2019.1603354 (DOI)000465882500001 ()2-s2.0-85064625536 (Scopus ID)
Note

Validerad;2019;Nivå 2;2019-06-24 (johcin)

Available from: 2019-04-23 Created: 2019-04-23 Last updated: 2019-06-24Bibliographically approved
Näppä, A. & Ek Styvén, M. (2018). Technology Infusion into the Retail Employer Brand. In: : . Paper presented at 4th International Colloquium on Corporate Branding, Identity, Image and Reputation, 3-4 september, Calabria, Italien.
Open this publication in new window or tab >>Technology Infusion into the Retail Employer Brand
2018 (English)Conference paper, Oral presentation with published abstract (Refereed)
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
urn:nbn:se:ltu:diva-70314 (URN)
Conference
4th International Colloquium on Corporate Branding, Identity, Image and Reputation, 3-4 september, Calabria, Italien
Projects
Attraktiva arbetsgivare
Funder
The R&D Fund of the Swedish Tourism & Hospitality Industry (BFUF), 48315Swedish Retail and Wholesale Development Council, 48315
Available from: 2018-08-09 Created: 2018-08-09 Last updated: 2018-08-14
Strandberg, C., Näppä, A. & Ek Styvén, M. (2017). An image worth a thousand words: Dual perspectives of Swedish city brand images. In: : . Paper presented at 26th Nordic Symposium of Tourism and Hospitality Research, Falun, October 4-6, 2017.
Open this publication in new window or tab >>An image worth a thousand words: Dual perspectives of Swedish city brand images
2017 (English)Conference paper, Oral presentation with published abstract (Refereed)
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
urn:nbn:se:ltu:diva-66110 (URN)
Conference
26th Nordic Symposium of Tourism and Hospitality Research, Falun, October 4-6, 2017
Projects
Attraktiva varumärken i besöksnäringen
Funder
The R&D Fund of the Swedish Tourism & Hospitality Industry (BFUF), 48314
Available from: 2017-10-13 Created: 2017-10-13 Last updated: 2017-11-24Bibliographically approved
Ek Styvén, M., Wallström, Å. & Näppä, A. (2017). Projekt: Attraktiva arbetsgivare: Employer branding i handels- och besöksnäring.
Open this publication in new window or tab >>Projekt: Attraktiva arbetsgivare: Employer branding i handels- och besöksnäring
2017 (Swedish)Other (Other (popular science, discussion, etc.))
Keywords
Tourism and hospitality, retail, employer brand, Besöksnäring, turism, handel, arbetgivare, varumärke
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
urn:nbn:se:ltu:diva-70305 (URN)
Funder
The R&D Fund of the Swedish Tourism & Hospitality Industry (BFUF), 48315Swedish Retail and Wholesale Development Council, 48315
Available from: 2018-08-09 Created: 2018-08-09 Last updated: 2018-08-09
Ek Styvén, M., Näppä, A., Strandberg, C. & Wallström, Å. (2017). Shaping the picture: A holistic view of destination image formation. In: : . Paper presented at 7th International Conference on Tourism Management & Related Issues, Milan, Italy, 28-29 September 2017.
Open this publication in new window or tab >>Shaping the picture: A holistic view of destination image formation
2017 (English)Conference paper, Oral presentation with published abstract (Other academic)
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
urn:nbn:se:ltu:diva-65916 (URN)
Conference
7th International Conference on Tourism Management & Related Issues, Milan, Italy, 28-29 September 2017
Projects
Attraktiva varumärken
Funder
The R&D Fund of the Swedish Tourism & Hospitality Industry (BFUF), 48314
Available from: 2017-10-02 Created: 2017-10-02 Last updated: 2018-04-10Bibliographically approved
Näppä, A., Farshid, M. & Foster, T. (2014). Employer branding: Attracting and retaining talent in financial services (ed.). Paper presented at . Journal of Financial Services Marketing, 19(2), 132-145
Open this publication in new window or tab >>Employer branding: Attracting and retaining talent in financial services
2014 (English)In: Journal of Financial Services Marketing, ISSN 1363-0539, E-ISSN 1479-1846, Vol. 19, no 2, p. 132-145Article in journal (Refereed) Published
Abstract [en]

This study develops and investigates a framework for better understanding employer branding. More specifically, the overall purpose is to provide a deeper understanding on how employer branding is used to attract and retain talent. An extensive literature review leads to a proposed conceptual framework focusing on two key research questions: How can the relationship between corporate branding, internal branding and employer branding in service industries be described? And, How can the role of corporate values in delivering the brand promise be described? A qualitative, case study approach is used to collect data from a financial services company in Sweden. The data collected and analyzed reveals that the areas of employer, internal and corporate branding are not mutually exclusive, but instead an intertwined collection of branding issues that together form the corporation's core values. All of this together is what allows the corporation to in turn deliver its brand(s) promise to several stakeholder groups

National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
urn:nbn:se:ltu:diva-4681 (URN)10.1057/fsm.2014.9 (DOI)2-s2.0-84901821894 (Scopus ID)2a95094e-89f2-4984-99c5-04a82bf074ad (Local ID)2a95094e-89f2-4984-99c5-04a82bf074ad (Archive number)2a95094e-89f2-4984-99c5-04a82bf074ad (OAI)
Note
Validerad; 2014; 20140619 (andbra)Available from: 2016-09-29 Created: 2016-09-29 Last updated: 2018-07-10Bibliographically approved
Organisations
Identifiers
ORCID iD: ORCID iD iconorcid.org/0000-0003-3213-8314

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