The impact of brand portfolios on organizational attractiveness

Christian Boris Brunner and Matthias Baum

Journal of Business Research, 2020, vol. 106, issue C, 182-195

Abstract: In this paper, we observe the effectiveness and boundary conditions of portfolio advertising, i.e. an advertisement in which a corporate brand is presented with its product brand portfolio or a part of it, in the context of recruitment. By drawing on signaling theory, we argue that using a brand portfolio is generally more effective for creating organizational attractiveness than merely advertising a single corporate brand. Using an experimental study (n = 173 graduate students) we find a) that portfolio advertising can be superior to mere corporate brand usage b) brand portfolio strength and brand portfolio fit are important conditions for this effect and c) the effect of brand portfolio strength is mediated by perceived person-organization fit and opportunities for professional development. The findings provide important insights for recruitment research and for organizations, which hold brand portfolios consisting of strong product brands, looking for new and talented staff.

Keywords: Portfolio advertising; Organizational attractiveness; Signaling theory; Brand portfolio; Person-organization fit; Employer branding (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296319305399
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:106:y:2020:i:c:p:182-195

DOI: 10.1016/j.jbusres.2019.09.014

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().