Employer Brand Love: The Key for Attracting and Retaining Talent: An Abstract

Abstract

Employer brand love originates from two different constructs—employer brand and brand love. When performing a quick search in several databases from mainstream to scientific literature, some attempts to present these two constructs mixed together can be seen but mainly from a relationship standpoint and not as a new concept altogether. The authors’ research purpose is to develop a conceptual model build upon an extensive and systematic literature review. In 2006, Sartain and Schumann defined employer brand as: “how a business builds and packages its identity, from its origins and values, what it promises to deliver to emotionally connect employees so that they in turn deliver what a business promises to customers.” Literature review on brand love has mainly concentrated on its conceptualization. Factors that drive brand love and its outcomes have yet not received the necessary attention (Albert and Merunka 2013; Batra et al. 2012). Nevertheless, literature has shown factors that drive brand love such as hedonic brand, brand image, brand quality, interpersonal antecedents, brand trust, and brand identification (Albert and Merunka 2013; Batra et al. 2012; Carroll and Ahuvia 2006; Ismail and Spinelli 2012; Tolbert and Gammoh 2012).