Job choice and its determinants; the role of consumer based brand equity and
employee based equity
The role of brand equity in a job choice
context.
◦ Has not been ‘overstudied’
◦ Is challenging to study/operationalize
What is CBBE?
◦ the overall utility that the consumer associates to the use and consumption of the brand; including associations expressing both functional and symbolic utilities (Vazquez et al., 2002)
◦ Also; the differential value of a brand towards a consumer as compared to another
brand (Keller, 1993)
◦ Critical measure in the field of business (Vazquez et al., 2002)
◦ Functional (Netemeyer et al., 2004)
Quality Uniqueness Value for money
Both intangible aspects
General tendency in literature: all types of brand equity should be aligned
into a consistent brand
EBBE and CBBE possess similar brand personality traits that contribute to
their attractiveness (Rampl & Kenning, 2014).
No direct evidence that CBBE and EBBE relate towards each other in a job
What is EBBE?
◦ the overall utility that the employee associates with being employed by the brand, including associations expressing both functional and symbolic utilities
◦ Expressed in a choice for a certain brand as employer
Sunsilk
Omo
Lipton
Axe
Ben & Jerry´s
Blue Band
Different studies use different job choice attributes.
Meta analysis: salary the most important attribute followed by 9 attributes
which are rather inconclusive in their relative importance.
Not much attention for the role of the brand as an attribute
This paper included only 4 attributes due to the focus on CBBE and EBBE;
H1: The employer, as a brand has a significant influence in the job choice
process.
H2: CBBE is positively related to EBBE
H3: CBBE moderates the relationship between EBBE and job preference H4 Both symbolic and functional product associations have a positive
All job choice attributes included in a Conjoint Analysis via LatentGold.
◦ 1 class solution
◦ Salary and Holiday days as linear attributes.
Same model with the moderators included this time.
A Multinomial Logit to test the effect of CBBE on EBBE without the other job
Without the moderators, the employer brand has a significant influence in
the job choice process.
The multinomial logit concluded that all symbolic aspects were either
positive related to EBBE or non significant. Excitement, sincerity, and prestige were significant most times.
The functional aspects differed in sign and are not always positively related
to the employer brand
5 of the 8 proposed moderators proved to be (marginally) significant. The
effect of the employer brand is moderated by CBBE.
Prestige proved to be a negative moderator within the job choice context,
The employer brand is a non neglect able factor in the job choice process
( more important then holiday days and developing opportunities).
Excitement is very influential and beneficial for both CBBE and EBBE The previous literature which states firms should align their branding
activities should be reconsidered, because of the negative moderating effect of prestige on EBBE
The effect of functional CBBE aspects on EBBE is less salient as the symbolic
aspects
