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Theoretical Perspectives for Employer Branding
Theoretical Perspectives for Employer Branding

Author(s): Rita Bendaravičienė
Subject(s): Economy, Business Economy / Management, Accounting - Business Administration
Published by: ASERS Publishing
Keywords: employer branding; psychological contract; brand equity; signalling; organizational ecology; organizational attractiveness

Summary/Abstract: Employer branding literature – both scholarly and practitioner – has seen many attempts to define employer branding and this variety, albeit enriching, involves terminological ambiguity and therefore calls for elaboration on this term as well as its theoretical framing. Therefore, this paper brings the discussion about theoretical underpinnings upon which employer branding research could be based. Specifically, the theory of psychological contract, the concept of brand equity, signalling theory, literature of organizational ecology and organizational attractiveness construct are linked, reviewed and integrated for better understanding of employer branding.

  • Issue Year: VII/2016
  • Issue No: 13
  • Page Range: 5-28
  • Page Count: 24
  • Language: English