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The structural model of relations between country of origin and the perceived brand name value
Rok Strašek, 2011, original scientific article

Abstract: The article investigates the importance of values of the perceived brand name from the external point of view perceived by the sample of consumers. Based on the stratified survey and the quantitative research the relationship between country of origin (COO), marketing mix elements and the perceived brand name value was noted. The emphasis is placed on establishing an impact of COO on the perceived brand name value and its impact on the latter compared to the selected marketing mix elements. The article presents the structural model of a conceptual relationship between the COO and the perceived brand name value. A measuring instrument and procedures used to check reliability and validity of the structural model of the product's perceived brand name value were developed. The conceptual model and the relationships within the model were evaluated by a modelling that used linear structural equations on the selected sample of respondents, which enabled verification of the conceptual model by empirical data.
Found in: ključnih besedah
Summary of found: Zadetek v naslovu
Keywords: country-of-origin, brand, perceived brand name value, modelling
Published: 15.10.2013; Views: 1961; Downloads: 44
URL Full text (0,00 KB)

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: Zadetek v naslovu
Keywords: employer branding, recruiting, brand strength, employer of choice
Published: 15.10.2013; Views: 1671; Downloads: 19
URL Full text (0,00 KB)

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