The impact of perceived trustworthiness on love for news media brands needs further understanding, given that brand love brings significant business benefits. This article argues that perceived trustworthiness influences brand love for news media brands. More specifically, we explored the following: how much of the variance in brand love can be explained by the factors of perceived trustworthiness of a brand (integrity, benevolence, and ability), whether perceived trustworthiness relates differently to brand love in countries with different levels of trust in the media, and what is the relationship between political leaning and the perception of specific news media brands’ trustworthiness. The data were collected through an online survey in the Netherlands (N = 292) and Brazil (N = 239). Among the main findings, data indicated that brand love is influenced by perceived trustworthiness, and integrity is its best predictor. This study provides evidence of the importance of each factor of perceived trustworthiness for brand love, confirms the relation between political leaning and trust, and reveals the differences between these two countries.
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This study investigated the influence of personality traits and the differential effect of product categories on brand love. Carroll and Ahuvia (2006) claim that it is relatively easier for hedonic and self-enhancing products to obtain brand love. Nevertheless, in relation to the field of consumer-brand relationships, contradictory findings exist regarding the effects of product category on relationship quality. Christy et al. (1996), Veloutsou (2007), and Wilson (2011) point to a positive effect for the influence of high product category involvement on the brand relationship quality, whereas Valta (2013) finds no support at all. Current empirical studies on brand love, however, focus on a single product category from rather high-involvement categories like consumer electronics or apparel (Batra et al., 2012; Rauschnabel et al., 2013). This raises the question whether brand love can only be obtained in those product categories. An application of the Rossiter–Percy grid is thus carried out to measure the direct influence of product category on brand love. Furthermore, we explore whether product category offers an additional explanation for the varying results of personality traits on relationships. We propose that product category acts as a moderator between personality and brand love. Therefore, the research questions this study will seek to answer are the following: RQ1: To what extent does personality influence brand love? RQ2: To what extent does the product category influence brand love? RQ3: To what extent does the product category moderate the relationship between personality and brand love?
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The intention of this chapter is to show how autoethnographic research might promote reflexivity among career professionals. We aim to answer the question: can writing one’s own life and career story assist career practitioners and researchers in identifying patterns, idiosyncrasies, vulnerabilities that will make them more aware of the elements that are fundamental to career construction and that have been mentioned in a variety of disparate places in the existing career literature? What interested us as career researchers and co-creators of the narrative approach Career Writing in considering the innovative intention of this book, was how writing our own career story could deepen our professional reflexivity and might also help others to do so. https://doi.org/10.1007/978-3-030-22799-9_30 LinkedIn: https://www.linkedin.com/in/reinekke-lengelle-phd-767a4322/
MULTIFILE
With employer branding (EB), businesses aim to align their organizational norms with the norms of their current and prospective employees, and they explicitly communicate about the firm’s norms. Communication, however, carries different meanings depending on the context in which one operates. Also, the organizational norms may vary depending on the context, i.e., industry, different countries, and geographical context in which a firm operates. As such, the process of EB may be context-dependent, too. This study explores if and how EB is applied differently in different country and industry contexts. The analysis draws on a quantitative content analysis of 226 job vacancies targeted at highly educated graduates and professionals in IT, energy, and healthcare from the North of the Netherlands and comparable regions from Germany and Bulgaria. Our findings show that EB, as manifested in core values and distinctive characteristics, is not widely adopted in the vacancies we included in our analysis. When adopted, different values are emphasized depending on the context. General information and job-specific information are most frequent among all industries and countries. EB is a multidimensional concept with different dimensions used according to the context. The study’s main implication is that companies need to be mindful of the context in which an EB strategy is used. A one-size-fits-all approach in EB is likely not the most effective. This is particularly relevant for multinationals that adopt a worldwide organizational brand.
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Blog in het kader van het onderzoeksproject ‘The Network is the Message‘ Met dit onderzoek willen Hogeschool Rotterdam en Hogeschool Utrecht een antwoord geven op de vraag: “Hoe kan de effectiviteit van communicatie in online sociale netwerken worden beoordeeld en verbeterd?” In deze blog: Inhakers werken! Ze worden gemiddeld drie keer vaker gedeeld op sociale media dan niet-inhakers (zoals branded content of advertenties) en bereiken bovendien meer mensen buiten de fanbase van de organisatie zelf (Waardenburg & Mazerant, 2018). Dit is nu niet direct een oproep aan alle merken om meteen met inhakers aan de slag te gaan: inhaakmoeheid ligt namelijk op de loer. Deze blog is een oproep om met kwalitatief goede inhakers aan de slag te gaan, want ze zijn alleen effectief als ze ook de moeite waard zijn om te delen.
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Hoe meer data er beschikbaar komt, des te meer de beslissing verbeterd kan worden. Hoe beter (slimmer) de beslissing wordt gemaakt, des te meer waarde de beslissing heeft voor uw organisatie. Dit wordt het data-netwerk-effect genoemd. Vaak wordt het data-netwerk-effect gerealiseerd door het gebruik van data van onbewuste data-donoren. In dit artikel wordt een ander soort data-donor belicht: de bewuste data-donor.
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In dit (eerste) artikel gaan we in op de verschillende rollen waar onderscheid tussen gemaakt kan worden bij het tot stand komen van een beslissing en de onderliggende beslislogica
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“Hoe kunnen bedrijfsregel management systemen geclassificeerd worden?” Voor bedrijven kan deze classificatie een belangrijke rol spelen in het selectieproces van een BRMS. Er bestaan meerdere classificatieschema’s van BRMS’en. Drie veelgebruikte schema’s zijn: 1) een classificatie naar de variabiliteit van een bedrijfsregel, 2) een classificatie naar de levenscyclus van een bedrijfsregel en 3) een classificatie naar de waardepropositie van een bedrijfsregel. In dit artikel gaan we dieper in op het tweede classificatieschema: de classificatie naar de levenscyclus van een bedrijfsregel.
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