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1.
The strength of the employer brand
Valentina Franca, Marko Pahor, 2012, original scientific article

Abstract: According to the predicted demographic trends of an increasingly ageing population, companies will face an increasing level of competition for a decreasing talent pool of skilled workers. This research focuses on the study of recruiting - how the image of an employer, communicated to the job market through the employer brand, influences the pool of candidates that a company gets. We first develop a measure of the strength of employer brand by adapting the concept of brand value pyramid which is composed of three levels 1) recognition 2) consideration and 3) employer of choice. We tested the model on answers for nearly 300 companies operating in Slovenia, collected using a large sample of more than 7000 respondents to a web-based questionnaire, who were solicited to participate through a banner on a job portal. We test how different factors - including the employer's properties, the exposure of the brand and the opinions of the employer - influence the strength of its employer brand. Two important lessons for the companies from this research are as follows. Firstly, employer brand is not a one-dimensional concept but rather that it has several dimensions and that each dimension is influenced by different factors. Secondly, even though the results presented are just averages, they clearly show that different companies can have problems in different dimensions. A fact that will give you advantage in one dimension may hurt another one.
Found in: ključnih besedah
Summary of found: ...employer branding, recruiting, brand strength, employer of choice, ...
Keywords: employer branding, recruiting, brand strength, employer of choice
Published: 15.10.2013; Views: 1592; Downloads: 19
URL Full text (0,00 KB)

2.
The effectiveness of dual branding in the agricultural sector
Christo A. Bisschoff, Hendrik P. van Staaden, Amareza Buys, 2013, original scientific article

Found in: ključnih besedah
Summary of found: Zadetek v naslovu
Keywords: corporate identity, marketing strategy, dual branding, mono-branding, market awareness
Published: 15.10.2013; Views: 1363; Downloads: 23
URL Full text (0,00 KB)
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3.
Uresničevanje notranjega brandinga: razvoj konceptualnega modela
Katja Terglav, Robert Kaše, Maja Konečnik Ruzzier, 2012, original scientific article

Abstract: Notranji branding je proces, ki omogoča uravnotežen pogled na blagovno znamko na ravni celotnega podjetja. Zanj je značilno usklajevanje vrednot in vedenj zaposlenih z vrednotami in obljubami blagovne znamke. V prispevku se osredotočimo predvsem na njegovo uresničevanje, ki zahteva povezanost različnih funkcij v podjetju, kot sta notranje trženje in ravnanje z ljudmi pri delu. Na podlagi ugotovitev kvalitativne raziskave predstavimo konceptualni model uresničevanja notranjega brandinga. Rezultati raziskave kažejo, da notranji branding poveča znanje zaposlenih o blagovni znamki, kar spodbudi njihovo motiviranost za širjenje podobe blagovne znamke med porabniki. Hkrati ugotavljamo, da uresničevanje notranjega brandinga zahteva usklajeno delovanje notranjega trženja in ravnanja z ljudmi pri delu. Pomen notranjega brandinga narašča, saj je proces usmerjen v razvoj virov, ki podjetju prinašajo konkurenčne prednosti in večjo uspešnost.
Found in: ključnih besedah
Summary of found: ...Notranji branding je proces, ki omogoča uravnotežen pogled na...
Keywords: blagovne znamke, trženje, branding, zaposleni, notranje trženje, ravnanje z ljudmi pri delu
Published: 15.10.2013; Views: 1412; Downloads: 31
URL Full text (0,00 KB)
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4.
Branding trends 2020
Aleksander Janeš, Armand Faganel, 2015, published scientific conference contribution abstract

Found in: ključnih besedah
Summary of found: Zadetek v naslovu
Keywords: marketing, blagovne znamke, trend, marketing, brands, branding, trends, forecast
Published: 14.10.2015; Views: 1203; Downloads: 28
URL Full text (0,00 KB)
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5.
Slovenian sports touristic brands
Darko Ravnikar, Iztok Retar, Ana Bardorfer, 2015, independent scientific component part or a chapter in a monograph

Found in: ključnih besedah
Summary of found: ...blagovne znamke, športni turizem, športni dogodki, sponzorstvo, branding, sports tourism, sport events, sponsorship, ...
Keywords: blagovne znamke, športni turizem, športni dogodki, sponzorstvo, branding, sports tourism, sport events, sponsorship
Published: 14.10.2015; Views: 1844; Downloads: 16
URL Full text (0,00 KB)

6.
Branding in sports tourism
Marko Vidnjevič, 2015, independent scientific component part or a chapter in a monograph

Found in: ključnih besedah
Summary of found: Zadetek v naslovu
Keywords: blagovne znamke, športni turizem, Koper, branding, sports tourism, Koper
Published: 15.10.2015; Views: 1026; Downloads: 21
URL Full text (0,00 KB)

7.
Branding trends 2020
Armand Faganel, Aleksander Janeš, 2015, published scientific conference contribution

Found in: ključnih besedah
Summary of found: Zadetek v naslovu
Keywords: marketing, blagovne znamke, trend, marketing, brands, branding, trends, forecast
Published: 03.04.2017; Views: 802; Downloads: 114
URL Full text (0,00 KB)
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8.
Managing global changes with innovative sustainability
Aleksander Janeš, Roberto Biloslavo, Armand Faganel, 2016, published scientific conference contribution abstract

Found in: ključnih besedah
Summary of found: ...business model, canvas, co-natural processes, sustainable innovation, co-branding, ...
Keywords: aquaculture, business model, canvas, co-natural processes, sustainable innovation, co-branding
Published: 08.08.2016; Views: 1040; Downloads: 21
URL Full text (0,00 KB)
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