The role of emotions in decision-making on employer brands: insights from functional magnetic resonance imaging (fMRI)

Rampl, Linn Viktoria; Opitz, Christian; Welpe, Isabell M.; Kenning, Peter

doi:10.1007/s11002-014-9335-9

Cited by 34 publications

(34 citation statements)

References 68 publications

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“…It follows, then, that employer brand theory should be enhanced by including employer brand emotions as a central antecedent of FCB e , in the same way as consumer branding literature (e.g. Bagozzi, Gopinath, & Nyer, 1999;Kotler & Keller, 2006) and previous employer branding research (Rampl & Kenning, 2014;Rampl et al, 2011) have recognised the importance of emotions for general brand attractiveness. This study, as well, has specific and valuable theoretical implication for theorising FCB e .…”

Section: Discussionmentioning

confidence: 98%

“…It is useful to draw on the one known study (to the best knowledge of the author) that has examined FCB e in setting up respective hypotheses. Through the use of functional magnetic resonance imaging (fMRI), 1 the study by Rampl et al (2011) investigates the neural processes underlying decision-making on FCB e . The results reveal that decisionmaking on FCB e , compared to less preferred brands, are associated with an 1 An fMRI-study is used to investigate brain activation changes over a period of time.…”

Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

“…In a second experimental study, Rampl et al (2011) additionally identify brand emotions to be an antecedent of employer brand attractiveness in general (although the authors did not investigate the effect on FCB e ). Building on their research, this current study argues that employer brand emotions are also an antecedent of FCB e , while the question about which employer brand associations are associated with employer band emotions remains.…”

Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

“…Building on their research, this current study argues that employer brand emotions are also an antecedent of FCB e , while the question about which employer brand associations are associated with employer band emotions remains. Drawing on the fMRI results of Rampl et al (2011), factors relevant to being an FCB e need to result in employer brand emotions to be able to result in an FCB e . That is, employer brand emotions need to function as a full mediator of employer brand associations.…”

Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

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How to become an employer of choice: transforming employer brand associations into employer first-choice brands

Rampl

2014

Journal of Marketing Management

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Section: Discussionmentioning

confidence: 98%

Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

See 2 more Smart Citations

How to become an employer of choice: transforming employer brand associations into employer first-choice brands

Rampl

2014

Journal of Marketing Management

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“…Couwenberg et al 2016;Rampl et al 2016). Benefits of neuroscientific methods such as the reliability of data (e.g.…”

Section: ! 7!mentioning

confidence: 99%

Welcome to the jungle! The neuromarketing literature through the eyes of a newcomer

Lee

Chamberlain

Brandes

2018

EJM

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A note on versions:The version presented here may differ from the published version or, version of record, if you wish to cite this item you are advised to consult the publisher's version. Please see the 'permanent WRAP URL' above for details on accessing the published version and note that access may require a subscription. Purpose -In order to grow, any field of research must both encourage newcomers to work within its boundaries, and help them learn to conduct excellent research within the field's parameters. In this paper, the authors examine whether the existing body of neuromarketing literature can support such growth. Specifically, the authors attempt to replicate how a newcomer to the field of neuromarketing would go about orienting themselves to the field, and learn how to conduct excellent neuromarketing research.Design/ Methodology/ Approach -A total of 131 papers, published in the areas of 'neuromarketing' and 'consumer neuroscience' were downloaded, and then identified as conceptual or empirical in nature. A separate database was created for each type of research paper and information was recorded. For both conceptual and empirical papers the citation details, notably year of publication, journal, journal ranking and Impact factor were recorded.Papers were then descriptively analysed with regards to number of publications over the years, content, and journal quality.Findings -We find that interest in the field is growing, with a greater variety of topics and methods appearing year on year. However, we also identify some issues of concern for the field if it wishes to sustain this growth. First, the highly fragmented literature and the lack of signposting makes it very difficult for newcomers to find the relevant work and journal outlets. Second, there is a lack of high-quality, user-oriented methodological primers that a newcomer would come across. Finally, neuromarketing as it appears to a newcomer suffers from a lack of clear guidance on what defines good vs bad neuromarketing research. As a large majority of the reviewed papers have appeared in lower ranked journals, newcomers might get a biased view on the acceptable research standards in the field. ! 2!Originality/ value -The insights from our analysis inform a tentative agenda for future work which gives neuromarketing itself greater scientific purpose, and the potential to grow into a better-established field of study within marketing as a whole.

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Linking employer branding orientation and firm performance: Testing a dual mediation route of recruitment efficiency and positive affective climate

Tumasjan

Kunze

Bruch

et al. 2019

Human Resource Management

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Faced with competitive labor markets, firms increasingly use employer branding to build a qualified workforce and engage their employees. However, our understanding of the impact of employer branding orientation on firm performance and the theoretical firm-level mechanisms underlying this potential impact is very limited. To address this gap, we integrate brand marketing theory with human resource management (HRM) research to develop a model explicating how employer branding orientation is linked to firm performance through a dual route by enhancing both recruitment efficiency (i.e., external route: applicants) and positive affective climate (i.e., internal route: incumbent employees). The results of a multisource study (i.e., top management, human resource managers, employees) with 93 firms show employer branding orientation is positively related to firm performance through positive affective climate but not recruitment efficiency. Using a brand equity approach to HRM, our results advance the literature by demonstrating the generalizability of employer branding effects independent of concrete brand attributes and explaining the firmlevel mediating mechanisms linking it to firm performance.

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The role of emotions in decision-making on employer brands: insights from functional magnetic resonance imaging (fMRI)

Cited by 34 publications

References 68 publications

How to become an employer of choice: transforming employer brand associations into employer first-choice brands

How to become an employer of choice: transforming employer brand associations into employer first-choice brands

Welcome to the jungle! The neuromarketing literature through the eyes of a newcomer

Linking employer branding orientation and firm performance: Testing a dual mediation route of recruitment efficiency and positive affective climate

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