Employer Branding: A Brand Equity‐Based Literature Review and Research Agenda

25 Pages Posted: 18 Jan 2018

See all articles by Christian P. Theurer

Christian P. Theurer

Technische Universität München (TUM) - TUM School of Management

Andranik Tumasjan

Johannes Gutenberg-Universität Mainz; Johannes Gutenberg University Mainz

Isabell M. Welpe

Technische Universität München (TUM) - School of Management

Filip Lievens

Ghent University - Department of Personnel Management, Work and Organizational Psychology

Date Written: January 2018

Abstract

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.

Suggested Citation

Theurer, Christian P. and Tumasjan, Andranik and Tumasjan, Andranik and Welpe, Isabell M. and Lievens, Filip, Employer Branding: A Brand Equity‐Based Literature Review and Research Agenda (January 2018). International Journal of Management Reviews, Vol. 20, Issue 1, pp. 155-179, 2018, Available at SSRN: https://ssrn.com/abstract=3104241 or http://dx.doi.org/10.1111/ijmr.12121

Christian P. Theurer (Contact Author)

Technische Universität München (TUM) - TUM School of Management ( email )

Freising
Germany

Andranik Tumasjan

Johannes Gutenberg-Universität Mainz ( email )

Mainz
Germany

Johannes Gutenberg University Mainz ( email )

Saarstr. 21
Jakob Welder-Weg 4
Mainz, 55122
Germany

Isabell M. Welpe

Technische Universität München (TUM) - School of Management ( email )

Leopoldstrasse 139
Munich, 80804
Germany
++49/89/289-24800 (Phone)
++49/89/289-24805 (Fax)

HOME PAGE: http://www.strategie.wi.tum.de

Filip Lievens

Ghent University - Department of Personnel Management, Work and Organizational Psychology ( email )

B-9000 Ghent
Belgium

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