Brand-self connections and brand prominence as drivers of employee brand attachment

Gill-Simmen, Lucy; MacInnis, Deborah J.; Eisingerich, Andreas B.; Park, C. Whan

doi:10.1007/s13162-018-0110-6

Cited by 37 publications

(30 citation statements)

References 85 publications

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“…On a conceptual level, our research extends theories of person branding by shedding light on the challenges and opportunities that face people who have, or who are building, high-profile professional brands while holding prestigious posts, a topic not touched on in prior research on people managing professional brands (e.g., Close, Moulard, and Monroe 2011; Parmentier, Fischer, and Reuber 2013; Zamudio, Wang, and Haruvy 2013). Our research also complements prior work on the complex symbolic relationship between employees and the brands they work for (e.g., Gill-Simmen et al 2018; Tavassoli, Sorescu, and Chandy 2014) by identifying boundary conditions on the extent to which employees may derive benefits from employment affiliations with powerful brands. Finally, our work can provide practical guidance for individuals facing critical decisions regarding how to promote and protect their interests as they manage their professional brands over the course of their careers.…”

mentioning

confidence: 69%

“…Yes, I’m interested in all that, but it almost seemed, at one point, a challenge to reach out to more people. (Amed 2015)The observation that affiliations with prestigious employers can have identity-related benefits resonates with marketing research suggesting that professionals value being associated with strong brands (Gill-Simmen et al 2018; Tavassoli, Sorescu, and Chandy 2014).…”

Section: Resultsmentioning

confidence: 95%

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Working It: Managing Professional Brands in Prestigious Posts

Parmentier¹,

Fischer²

2020

Journal of Marketing

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The authors address the challenges individuals face when managing their professional brands while working in “prestigious posts” (high-profile jobs in established organizations) and striving to maintain career mobility. Using a case study approach and drawing on sociological field theories, the authors identify two types of tensions (resource-based and identity-based) that are triggered by prestigious posts and four practices conducive to mitigating tensions and maintaining mobility. Beyond extending prior theory on person brands to include consideration of career mobility, this work has implications for better understanding the complexities of affiliations between professionals and the brands they work for. It suggests that individuals who are managing their professional brands while holding prestigious posts need to strike a balance between benefiting from the affiliation in the eyes of external stakeholders and at the same time maintaining their professional independence to maintain career mobility.

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mentioning

confidence: 69%

Section: Resultsmentioning

confidence: 95%

Working It: Managing Professional Brands in Prestigious Posts

Parmentier¹,

Fischer²

2020

Journal of Marketing

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“…As current research shows, people can become instantaneously attached to, and find it hard to give up, the digital services they use [ 56 ]. Future work that explores how dentists can make use of social media and other mHealth solutions to further their self-identification with their profession and pride [ 57 ] and ensure patients lead healthier lives [ 58 ] is richly deserving.…”

Section: Discussionmentioning

confidence: 99%

Connecting With Your Dentist on Facebook: Patients’ and Dentists’ Attitudes Towards Social Media Usage in Dentistry

Parmar¹,

Dong²,

Eisingerich³

2018

J Med Internet Res

120

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BackgroundSocial media has begun to proliferate across medical areas and transformed how medical professionals serve and interact with their patients. It offers a new communication avenue that has the potential to engage patients and, hence, may be used to create value for both medical professionals and patients. In dentistry, even though patients and dentists frequently use social media in their personal lives, little is known about their attitudes and expectations toward using social media for professional interactions.ObjectiveIn this paper, we focus on the role of social media in dentistry. Specifically, we explore patients’ and dentists’ attitudes toward social media usage and their current online behaviors in this context. Furthermore, we examine potential challenges and opportunities regarding dentists’ adoption of social media practices.MethodsThis research employed a large-scale online survey of 588 patients and 532 dental professionals. We assessed the attitudes, expectations, and social media behaviors from both patients’ and dentists’ perspectives.ResultsWe found that more than 55% (290/532) of dentists in our sample have accounts for their dental practice on various social media platforms. Interestingly, while 73% (374/511) of patients did not expect their dental practice to have a social media presence, and 44% (207/468) thought that establishing a friendship with their dentists is not appropriate, the findings show that 36% (164/460) of patients had searched for their dentists, and 44% (207/470) of them were happy to establish contacts with dentists on social media. Furthermore, the findings highlight that patients were interested in exploring additional information such as online reviews and the qualifications of their dentists on Facebook pages. For dentists, more than half (375/432, 83%) of them in our sample thought that social media marketing is more efficient compared to traditional marketing.ConclusionsOur findings revealed some key challenges and opportunities to utilize social media in dentistry. For both patients and dentists, the role of social media in dental services remains vague, and both parties still share concerns about connecting with each other on social media platforms. However, there also exists a sizeable number of patients who are already comfortable to connect with their dentists on social media sites such as Facebook. The current findings show that there is an opportunity for dental practices to trade upon a more active social media presence for enhanced patient interaction and engagement.

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“…There is broader support for the notion that potential and current employees seek out a sense of personal authenticity at work (e.g., Bloemer & Dekker, 2007), underscoring the opportunity for socially responsible employer brands to enable positive outcomes for both employees and the firm. More specifically, Gill-Simmen et al (2018) propose that an employee's psychological connection to the brand is distinctive from their attachment or commitment to the organisation (e.g., organisation identification). Thus, employee benefits (e.g., a sense of personal authenticity) may stem more particularly from CSR brand-self connections.…”

Section: Introductionmentioning

confidence: 99%

The corporate social responsibility (CSR) employer brand process: integrative review and comprehensive model

Carlini

Grace

France

et al. 2019

Journal of Marketing Management

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Firms are increasingly drawing on corporate social responsibility (CSR) in their employer branding to increase attractiveness and engage current and potential employees, and to ensure consistency in employee brand behaviours. However, there is a dearth of literature synthesising CSR and employer branding research to understand employee engagement with CSR-firms from a branding perspective. In this article, the authors carried out an integrative literature review of CSR and employer branding literatures. Informed by signaling theory, the authors develop a conceptual model of the CSR employer branding process as a cohesive view from the potential and current employee perspective. Our review highlights the need for firms to achieve CSR consistency in terms of (a) embeddedness of CSR values, and (b) levels of internal CSR. These two factors frame a typology that enable managers to better execute their CSR employer brand identity to achieve favourable results, such as a high-quality talent pool and positive affective, cognitive and behavioural employee outcomes.

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Brand-self connections and brand prominence as drivers of employee brand attachment

Cited by 37 publications

References 85 publications

Working It: Managing Professional Brands in Prestigious Posts

Working It: Managing Professional Brands in Prestigious Posts

Connecting With Your Dentist on Facebook: Patients’ and Dentists’ Attitudes Towards Social Media Usage in Dentistry

The corporate social responsibility (CSR) employer brand process: integrative review and comprehensive model

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