Academic journal article IUP Journal of Brand Management

Focus

Academic journal article IUP Journal of Brand Management

Focus

Article excerpt

Managing brands and making branding decisions have become more and more complex in the contemporary environment due to the increasingly competitive scenario as well as the multi-dimensionality of the corporate arena. This goads the brand managers to continuously look for newer possibilities in dealing with the critical branding dimensions.

The first paper of the current issue, "Using Social Media for Employer Branding and Talent Management: An Experiential Study", by Prabhjot Kaur, Shikha Sharma, Japneet Kaur and Sanjeev Kumar Sharma, aims at analyzing the perception regarding social media and employer attractiveness among the employees of Indian SMEs. The study reveals that the perceived dimensions of employer attractiveness, i.e., economic, application and social values, are the important factors that organizations should focus on while devising their employer branding campaigns. The authors' recommendation to the employers is to introduce employer branding in their core strategic and marketing efforts to make their organization a desirable place to work.

The second paper, "Brand Personality: Finding Compatibility Between Human Personality and Brand Characteristics", by Jose Mathews, makes an attempt to reconceptualize the brand personality from the perspective of attaining compatibility between brand characteristics and human personality. According to the author, brand personality becomes an interactive and dynamic psychophysical process, characterized by the blend of one's own psychological processes and the brand characteristics. …

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