Towards employer brand equity: A frame work proposition from employee perspective

International Conference on Social Media, SEO and Marketing Strategies

November 03-04, 2015 Valencia, Spain

Diana Gavilan

Complutense University of Madrid, Spain

Posters-Accepted Abstracts: J Account Mark

Abstract :

In recent years employer branding has become increasingly important as a source of sustainable competitive advantage. Companies are trying to engender affective commitment in the best employees in a global labour market. In this study, we develop and validate a multidimensional scale to measure the strength of an employee�s affective commitment to the employer brand in five separate studies. In Studies 1 and 2 the Affective Commitment to the Employer Brand (ACEB) scale was developed and tested for its structure, reliability and convergent validity. Study 3 examines additional reliability and discriminant validity. Study 4 provides evidence of external validity. Study 5 examines the scale�s nomological validity showing that a positive experience with the employer brand is important in making the employee develop affective commitment towards it. The limitations of the scale and the boundary conditions of its applicability are also discussed.

Biography :

Diana Gavilan has completed her PhD in economics and business at University of Madrid. She is the professor and researcher in the area of experiential marketing and sensuousness in the UCM. She has more than 15 years in management consultancy, marketing and communication. Currently she is doing research on sensory marketing: Mental imagery and cross modal effects as well as developing a line of research in collaboration with Tatum on Employer Branding. She is the author of numerous articles and research published in academic journals - Universia Business Review, Innovative Marketing, ESIC Market among others - and business - MK Marketing and Sales, Distribution and Consumption, Farmaventas ... - and speaker at various national and international forums (AEMARK, IAMB, EMAC, KAMS ..). In 2011 she is the co-author of “Marketing Sensory. Communicate with your senses at the point of sale at the point of sale” Ed. Pearson.

Email: diana@soleste.es