IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v151y2022icp126-137.html
   My bibliography  Save this article

Brand orientation, employer branding and internal branding: Do they effect on recruitment during the COVID-19 pandemic?

Author

Listed:
  • Kucherov, Dmitry G.
  • Tsybova, Victoria S.
  • Yu. Lisovskaia, Antonina
  • Alkanova, Olga N.

Abstract

Over the last twenty-five years, employer branding has been a subject of increasing attention among HRM scholars and practitioners. However, very limited research has explored the link between employer branding and HRM performance. To address the gap, in this study we explored how employer branding orientation impacted recruitment outcomes during the COVID-19 pandemic. In addition we combined both the brand orientation and internal branding concepts to better empirically explain their impact on building employer brand orientation. Based on cross-sectional data collected from 233 companies operating on Russian labor market, we found the positive relationships between brand orientation and employer branding orientation, between employer branding orientation and the employer branding programs, which are positively related to recruitment outcomes. However, the moderating effect of internal branding was negative. We also found moderating effects of COVID-19 in the relationship between employer branding orientation, employer branding programs, and recruitment outcomes.

Suggested Citation

  • Kucherov, Dmitry G. & Tsybova, Victoria S. & Yu. Lisovskaia, Antonina & Alkanova, Olga N., 2022. "Brand orientation, employer branding and internal branding: Do they effect on recruitment during the COVID-19 pandemic?," Journal of Business Research, Elsevier, vol. 151(C), pages 126-137.
    • Handle: RePEc:eee:jbrese:v:151:y:2022:i:c:p:126-137
    DOI: 10.1016/j.jbusres.2022.06.053
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296322005951
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2022.06.053?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Gromark, Johan, 2020. "Brand orientation in action – A transformational learning intervention," Journal of Business Research, Elsevier, vol. 119(C), pages 412-422.
    2. Piha, Lamprini & Papadas, Karolos & Davvetas, Vasileios, 2021. "Brand orientation: Conceptual extension, scale development and validation," Journal of Business Research, Elsevier, vol. 134(C), pages 203-222.
    3. Valery Yakubovich & Daniela Lup, 2006. "Stages of the Recruitment Process and the Referrer’s Performance Effect," Organization Science, INFORMS, vol. 17(6), pages 710-723, December.
    4. Piyali Ghosh & Geetika, 2007. "Recruitment Strategies," Asian Journal of Management Cases, , vol. 4(1), pages 5-25, January.
    5. Jarque, Carlos M. & Bera, Anil K., 1980. "Efficient tests for normality, homoscedasticity and serial independence of regression residuals," Economics Letters, Elsevier, vol. 6(3), pages 255-259.
    6. Urde, Mats & Baumgarth, Carsten & Merrilees, Bill, 2013. "Brand orientation and market orientation — From alternatives to synergy," Journal of Business Research, Elsevier, vol. 66(1), pages 13-20.
    7. Astrid Nelke, 2021. "Impact of the COVID-19 pandemic on corporate employer branding," Technium Social Sciences Journal, Technium Science, vol. 16(1), pages 388-393, February.
    8. John Hulland, 1999. "Use of partial least squares (PLS) in strategic management research: a review of four recent studies," Strategic Management Journal, Wiley Blackwell, vol. 20(2), pages 195-204, February.
    9. Gel, Yulia R. & Gastwirth, Joseph L., 2008. "A robust modification of the Jarque-Bera test of normality," Economics Letters, Elsevier, vol. 99(1), pages 30-32, April.
    10. Bera, Anil K. & Jarque, Carlos M., 1981. "Efficient tests for normality, homoscedasticity and serial independence of regression residuals : Monte Carlo Evidence," Economics Letters, Elsevier, vol. 7(4), pages 313-318.
    11. Astakhova, Marina N., 2016. "Explaining the effects of perceived person-supervisor fit and person-organization fit on organizational commitment in the U.S. and Japan," Journal of Business Research, Elsevier, vol. 69(2), pages 956-963.
    12. Michael Spence, 1973. "Job Market Signaling," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 87(3), pages 355-374.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Rafael Bravo & José M. Pina & Beatriz Tirado, 2025. "Redefining brand identity and internal communications in turbulent times: the case of Banco Sabadell," Journal of Brand Management, Palgrave Macmillan, vol. 32(1), pages 50-64, January.
    2. Tsai, Pei-Hsuan & Kao, Ya-Ling & Kuo, Szu-Yu, 2023. "Exploring the critical factors influencing the outlying island talent recruitment and selection evaluation model: Empirical evidence from Penghu, Taiwan," Evaluation and Program Planning, Elsevier, vol. 99(C).
    3. Sen Li & Yingying Shi & Lingling Wang & Enjun Xia, 2023. "A Bibliometric Analysis of Brand Orientation Strategy in Digital Marketing: Determinants, Research Perspectives and Evolutions," Sustainability, MDPI, vol. 15(2), pages 1-22, January.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Linda Narh & Raphael Odoom & Mahmoud Abdulai Mahmoud & Ernest Yaw Tweneboah-Koduah, 2023. "The symbiotic effect of market orientation and brand orientation on performance of service firms in Ghana," Journal of Brand Management, Palgrave Macmillan, vol. 30(4), pages 318-332, July.
    2. Ladislav KRISTOUFEK & Petra LUNACKOVA, 2013. "Long-term Memory in Electricity Prices: Czech Market Evidence," Czech Journal of Economics and Finance (Finance a uver), Charles University Prague, Faculty of Social Sciences, vol. 63(5), pages 407-424, November.
    3. Louis Logogye & Godfred Aawaar & Kwasi Poku, 2024. "Regional and global shock spillovers to Africa’s equity markets: evidence from the global financial crisis and COVID-19 pandemic," SN Business & Economics, Springer, vol. 4(12), pages 1-31, December.
    4. Lauren Bin Dong & David E. A. Giles, 2004. "An Empirical Likelihood Ratio Test for Normality," Econometrics Working Papers 0401, Department of Economics, University of Victoria.
    5. Shalit, Haim, 2012. "Using OLS to test for normality," Statistics & Probability Letters, Elsevier, vol. 82(11), pages 2050-2058.
    6. Giorgio Fagiolo & Lucia Alessi & Matteo Barigozzi & Marco Capasso, 2010. "On the distributional properties of household consumption expenditures: the case of Italy," Empirical Economics, Springer, vol. 38(3), pages 717-741, June.
    7. Philip Arestis & Ana Rosa Gonzalez‐Martinez, 2019. "Economic precariousness: A new channel in the housing market cycle," International Journal of Finance & Economics, John Wiley & Sons, Ltd., vol. 24(2), pages 1030-1043, April.
    8. Mohamed Boutahar, 2010. "Behaviour of skewness, kurtosis and normality tests in long memory data," Statistical Methods & Applications, Springer;Società Italiana di Statistica, vol. 19(2), pages 193-215, June.
    9. Seonga Cho & Sewon Kim & Bong Joo Lee, 2024. "Correlations between Hotspots of Child Maltreatment and Neighborhood-Level Interventions," Child Indicators Research, Springer;The International Society of Child Indicators (ISCI), vol. 17(5), pages 2099-2121, October.
    10. Alemayehu Geda & Atnafu Meskel, 2008. "China and India's Growth Surge: Is it a curse or blessing for Africa? The Case of Manufactured Exports," African Development Review, African Development Bank, vol. 20(2), pages 247-272.
    11. Bontemps, Christian & Meddahi, Nour, 2005. "Testing normality: a GMM approach," Journal of Econometrics, Elsevier, vol. 124(1), pages 149-186, January.
    12. repec:jss:jstsof:28:i03 is not listed on IDEAS
    13. Kaul, Aditya & Kayacetin, Nuri Volkan, 2017. "Flight-to-quality, economic fundamentals, and stock returns," Journal of Banking & Finance, Elsevier, vol. 80(C), pages 162-175.
    14. Arvid Oskar Ivar Hoffmann & Wander Jager & J. H. Von Eije, 2007. "Social Simulation of Stock Markets: Taking It to the Next Level," Journal of Artificial Societies and Social Simulation, Journal of Artificial Societies and Social Simulation, vol. 10(2), pages 1-7.
    15. Mensah, Jones Odei & Premaratne, Gamini, 2018. "Dependence patterns among Asian banking sector stocks: A copula approach," Research in International Business and Finance, Elsevier, vol. 45(C), pages 357-388.
    16. Pavol Durana & Katarina Valaskova & Darina Chlebikova & Vladislav Krastev & Irina Atanasova, 2020. "Heads and Tails of Earnings Management: Quantitative Analysis in Emerging Countries," Risks, MDPI, vol. 8(2), pages 1-21, June.
    17. K. Lebedeva, 2015. "An Empirical Analysis of the Russian Financial Markets’ Liquidity and Returns," Review of Business and Economics Studies // Review of Business and Economics Studies, Финансовый Университет // Financial University, vol. 3(3), pages 5-31.
    18. Korbinian von Blanckenburg, Gerrit Reher, "undated". "Testverfahren zur Beurteilung der Funktionsfähigkeit von Marktprozessen," Working Papers 201154, Institute of Spatial and Housing Economics, Munster Universitary.
    19. M. Beatriz Mota Aragón & Faviola Hernández Jiménez, 2011. "Un modelo para evaluar el VPN mediante modelos autoregresivos," Revista de Administración, Finanzas y Economía (Journal of Management, Finance and Economics), Tecnológico de Monterrey, Campus Ciudad de México, vol. 6(2), pages 66-87.
    20. Mr. Kenji Moriyama & Abdul Naseer, 2009. "Forecasting Inflation in Sudan," IMF Working Papers 2009/132, International Monetary Fund.
    21. Tom Broekel & Thomas Brenner, 2011. "Regional factors and innovativeness: an empirical analysis of four German industries," The Annals of Regional Science, Springer;Western Regional Science Association, vol. 47(1), pages 169-194, August.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:151:y:2022:i:c:p:126-137. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.