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Celebrity endorsement is a phenomenon widely used by companies and studied by researchers. Despite the generally positive aspects of endorsement on the evaluation of products, in some cases, celebrities cannot substantially help promote products. The purpose of this paper is to analyze the effectiveness of celebrity endorsement effect in an aspiring new celebrity.

Four studies involving 664 respondents were conducted to analyze the effectiveness of the endorsement. In addition to verifying the existence of the effect (Study 1), studies were conducted focusing on contextual variables with the potential to modify effect. Study 2 analyzes the brand and charisma effects, Study 3 analyzes the congruence between celebrities and Study 4 analyzes the exposure level of the endorser celebrity.

The results demonstrate the effectiveness of this celebrity endorsement, as well as the effect of different contexts on endorsement, demonstrating that although new celebrities are less affected by acclaimed celebrities, as they become better known, to use the endorsement of celebrities with charisma and who relating in some way to the aspiring celebrity, can be an effective strategy, especially for the beginners in the career.

This research contributes to the knowledge of celebrity endorsement to fill the lack pointed out in previous studies in the field over the effectiveness of this effect and, above all, the moderator variables that can influence or even annul this effect. In addition, by developing its own image and reputation, the aspiring new celebrity receives less influence from the endorser.

Employer branding is a topic that has gained relevance in the organisational world. Currently, organisations need to differentiate themselves, and one of their biggest challenges is the search and retention of talent. One of the factors that have been associated with attracting talent is employer branding. However, studies that explore the relationship between this, corporate reputation and the intention to apply for a job are scarce. As such, this study aims to analyse the mediating role of corporate reputation in the relationship between employer branding and the intention to apply for a job offer.

To achieve the goals, data were collected from 225 Portuguese adults. The response rate was 75%. Based on a survey, respondents reported their perceptions of employer branding of a specific organisation, and they rated the organisation’s reputation and their intention to apply to that organisation.

The results showed that employer branding (interest value; social value; economic value; development value; application value) positively influenced an organisation’s corporate reputation, which, in turn, increased an individual’s intention to apply for an employment offer in that organisation.

The present study is a contribution to the literature on employer branding, as it reinforced the importance that employer branding and corporate reputation play in the intention of applying for a job offer.

The purpose of this paper is to unfold how different digital marketing tools and strategies influence recruitment effectiveness. More specifically, it focusses on understanding if, and how, information sources’ credibility, content marketing, and organisational reputation influence candidates’ decision to apply for a job in the Portuguese market.

A qualitative research, aligned with a content analysis, was conducted to focus on the insights from the 21 participants interviewed, to understand their thoughts and experiences regarding the subject.

The results show that digital marketing tools owned by the company are seen to be more credible and more relevant for the job application decision. LinkedIn is considered to be a more credible platform for advertising job openings than Facebook. In terms of content marketing, LinkedIn has a positive influence on candidates’ decision, as well as companies’ reputation.

This study provides practical implications which are useful for both HR and marketing managers, namely, the implementation of an integrated marketing communication strategy, the reinforcement of the company’s website and LinkedIn page and a presence on universities’ platforms, and also in terms of the information that content marketing should focus on.

This research paper incorporates marketing insights into a well-known HRM subject – recruitment, and thus adds further knowledge to the literature and prepares the ground for researchers who wish to explore this subject further.

This study aims to examine brand personality and its application to political branding. This study focuses on the brand personality of a political leader from the BJP Party brand (Bharatiya Janta Party). The development of a strong political brand personality is crucial for success at the polls. Little research has been dedicated to this phenomenon particularly beyond Western political and post-election contexts.

The scope and development of the study required a qualitative approach. The theoretical frameworks of the study acted as the deductive base of the study. The insights of the respondents were the inductive base of the study. Semi-structured interviews were conducted with external stakeholders [voters]. In addition, semi-structured interviews were also adopted to capture the branding activities used by internal stakeholders [BJP].

The brand personality dimensions such as sincerity; agreeableness, competence, energy, openness, conscientiousness and emotional stability were clearly associated with a political leader. Negative qualities such as dictatorial attitudes and arrogance affected the political leader’s brand personality. Religious partisanship was another strong negative trait affecting the brand personality of the political leader.

The study has an actionable framework for political brand personality in the post-election context. It offers negative qualities to be avoided in the development of the political brand personality of the leader. It offers insights about the political brand personality of the leader in terms of young digitally savvy voters.

Este trabajo examina la aplicación de la personalidad de marca al ámbito del marketing político y de la marca personal política. Concretamente se centra en la personalidad de marca de un líder político del partido Bharantiya Janta Party (BJP). El desarrollo de una fuerte marca personal política es crucial para el éxito en las elecciones. Pocos trabajos se han centrado hasta el momento en este fenómeno más allá del contexto político occidental.

El alcance y desarrollo del estudio requirió la adopción de un enfoque cualitativo. El marco teórico sirvió de base deductiva al tiempo que las entrevistas realizadas sirvieron de base inductiva. Estas entrevistas fueron semi-estructuradas y dirigidas a grupos de interés externos del BJP (los votantes). Además, se realizaron entrevistas también semi-estructuradas para capturar las actividades de marca desarrolladas por los grupos de interés internos (candidatos, políticos, trabajadores y gerentes del partido).

Las dimensiones de personalidad de marca sinceridad, competencia, energía, estabilidad emocional, franqueza y escrupulosidad están claramente asociadas con un líder político. Por el contrario, rasgos negativos como las actitudes arrogantes y dictatoriales dañan la personalidad de marca de dicho líder, pero sobretodo el partidismo religioso.

El trabajo proporciona un marco de acción para la marca personal política en un contexto post-electoral. Proporciona indicaciones de los rasgos y cualidades negativas que deben de evitarse en el desarrollo de una marca personal para un líder político. Ofrece también evidencias sobre la personalidad de marca que tiene que desarrollar un líder de cara a los votantes más dinámicos y digitales.

Universities play an important role in the promotion and implementation of the 2030 Agenda for Sustainable Development. This study aims to examine the visibility of information about the Sustainable Development Goals (SDGs) on the websites of Spanish and major international universities, by means of a quantitative and qualitative analysis with an online visibility management platform that makes use of big data technology.

The Web visibility of the universities studied in relation to the terms “SDG”, “Sustainable Development Goals” and “2030 Agenda” was determined using the SEMrush tool. Information was obtained on the number of web pages accessed and the queries formulated (query expansion). The content indexed by Google for these universities was compiled, and finally, the search engine optimization (SEO) factors applicable to the websites with the highest Web visibility were identified.

The universities analysed are content creators but do not have very high Web visibility in Web searches for information on the SDGs. Of the 98 universities analysed, only four feature prominently in search results.

Although research exists on the application of SEO to different areas, there have not, to date, been any studies examining the Web visibility of universities in relation to Web searches for information on the 2030 Agenda. The main contributions of this study are the global perspective it provides on the Web visibility of content produced by universities about the SDGs and the recommendations it offers for improving that visibility.

This study aims to take a step toward integrating research regarding the image, role and identity of management accountants by understanding how employers’ perceptions of the ideal management accountant image differ from operational managers’ perceived role expectations, how management accountants perceive their identity and how those factors shape management accountants’ understanding of who they are and want to be.

A qualitative design draws upon the case company’s 100 job advertisements and 31 semi-structured interviews with management accountants and operational managers. Those data are entwined with role theory and its core concepts of expectations and identities and also early recruitment-related theoretical aspects such as image and employer branding.

The findings reveal how employers’ perceptions of the ideal image and operational managers’ role expectations shape and influence the identity of management accountants. However, management accountants distance themselves from a brand image and role expectations. They experience identity conflict between their current and desired identity, the perception of not being able to perform the currently desired role. Although this study presents some possible reasons and explanations, such as employer branding for the misalignment and discrepancy between perceptions of employer (image), expectations of operational managers (role) and management accountants’ self-conception of the role (identity), this study argues that the identity of a management accountant results from organizational aspects of image and role and individual aspects of identity.

Image and external role expectations can challenge identity construction and also serve as a source of conflict and frustration; thus, a more comprehensive approach to studying the identity of management accountants is necessary to understand what contributes to the fragility of their identity.

The results provide an understanding of the dynamics of the image, role and identity to support management accountants and employers and to further address the suggested dissonance and ambiguities.

This study contributes by showing how the dynamics and connections between the image, role and identity influence the identity construction of management accountants. Moreover, this study shows how overpromising as a part of employer branding might not reflect the reality experienced by management accountants but may cause frustration and threaten the management accountants’ identity.

This paper aims to analyse the ways the textual materials of job advertisements do the gendering for prospective expert positions and create a space for ambiquity/non-ambiquity in the gender labelling of this expertise. Expert positions are almost always openly announced and are important to organizations because they often lead to higher managerial positions. By gendering the prospective positions, the job advertisements bring forth repertoires strengthening the gendering of work and gendered expert employee positions.

This study draws on qualitative textual and visual data of open job advertisements for expert positions. The materials of the study are gathered from open job advertisements in two countries, i.e. Finland and Estonia with rather similar labour market structures in relation to gender positions but differing as regards their gender equality.

The analyses show that the gendering of expert work takes place in the job advertisements by rendering subtly gendered articulations, yet allowing for interpretative repertoires appear. The analysis reveals some differences in the formulations of the advertisements for expert jobs in the two countries. It also shows that in general the requirements for an ideal expert candidate are coated with superlatives that are gendered in rather stereotypical ways, and that the ideal candidates for highly expert jobs are extremely flexible and follows the ideal of an adaptable and plastic employee, willing to work their utmost. This paper contributes to the “doing gender” literature by adding an analysis of the textual gendering of ideal candidates for positions of expertise.

The research materials do not expose all the issues pertinent to questions of the ideal gendered candidate. For instance, questions of ethnicity in relation to the definition of the ideal candidate cannot be studied with the data used for this study. Being an exploratory study, the results do not aim for generalizable results concerning job advertisements for expert positions.

This paper contributes to the “doing gender” and “gendering” literature by addressing the question of how and in what ways gender is defined and done for an expert positions prior the candidates are chosen to those jobs. It also offers new insights into the global construction of gendered expert jobs advertisements by addressing the topic with data from two countries. It further contributes to understanding the gendered shaping of expertise in the management literature.

Precise vehicle localization is a basic and critical technique for various intelligent transportation system (ITS) applications. It also needs to adapt to the complex road environments in real-time. The global positioning system and the strap-down inertial navigation system are two common techniques in the field of vehicle localization. However, the localization accuracy, reliability and real-time performance of these two techniques can not satisfy the requirement of some critical ITS applications such as collision avoiding, vision enhancement and automatic parking. Aiming at the problems above, this paper aims to propose a precise vehicle ego-localization method based on image matching.

This study included three steps, Step 1, extraction of feature points. After getting the image, the local features in the pavement images were extracted using an improved speeded up robust features algorithm. Step 2, eliminate mismatch points. Using a random sample consensus algorithm to eliminate mismatched points of road image and make match point pairs more robust. Step 3, matching of feature points and trajectory generation.

Through the matching and validation of the extracted local feature points, the relative translation and rotation offsets between two consecutive pavement images were calculated, eventually, the trajectory of the vehicle was generated.

The experimental results show that the studied algorithm has an accuracy at decimeter-level and it fully meets the demand of the lane-level positioning in some critical ITS applications.

The purpose of this study is to understand the impact that Corporate Social Responsibility (CSR) practices have on the perceived attractiveness of companies in the eyes of their employees and potential candidates. Moreover, this study assesses the mediation role that Extrinsic (EA) and Intrinsic Attributions (IA) about Corporate Volunteering (CV) have on this relationship.

Three hundred and five responses were collected in an online questionnaire and a Structural Equation Modelling model was designed to explain the proposed relationships of the variables under study.

The authors found that the IA that employees/candidates make about CV programs have a direct and positive impact on the company’s attractiveness; it was not possible to conclude the same about EA.

Unlike studies already existing in the area of corporate attractiveness that focus on the perspective of companies and customers, with a high focus on the organizational implementation of CSR and organizational benefits, this study has adopted a different perspective that focuses on the opinion of company employees, as well as the perspective of possible candidates. By not limiting participation to anyone, it covers a wide range of participants, allowing a broader knowledge of the labor market.

本研究的目的是理解“公司社会责任实践项目”(CSR)对员工及潜在员工构成的公司吸引力的影响。其次, 本研究评估“公司志愿服务”(CV)外在归因(EA)与内在归因(IA)在此关系上的中介作用。

线上问卷收集了305份回复, 并设计了一个结构方程模型来解释研究中变量之间的所设想的关系。

我们发现员工或潜在员工对公司志愿服务项目的内在归因对公司吸引力有直接、积极的影响; 外在归因则不可能。

与之前在公司吸引力领域已经存在的研究不同, 之前的研究专注于公司和顾客的角度, 尤其关注“公司社会责任实践项目”的组织实施和组织效益。本研究采用了一个不同的角度, 聚焦于公司员工以及未来的员工的看法。本研究不限制任何人的参与, 覆盖了大范围的参与者, 因此有助于对劳动力市场更广泛的了解。

The purpose of this paper is to analyse why Malta continues to show the highest level of turnout for European Parliament (EP) elections in a country where voting is not obligatory. By analysing the Maltese EP elections from 2004 to 2019, the paper seeks to understand why the Maltese engage with a second order election to the degree that they do.

The paper is a combination of qualitative and quantitative methods, first assessing the context of the 2019 elections, the historical trends and then the factors that help explain why the Maltese continue to engage with EP elections.

The paper finds that the Maltese political system, highly polarised and dominated by two parties, primarily galvanises people to engage with elections, that it is more about party leadership than actual engagement with Europe and that second order elections in Malta are often run as first order elections.

This paper is the only systematic evaluation of the 2019 EP elections in Malta, discusses categorically that EP elections are rarely about Europe while also showing clearly that political parties can make second-order elections appear as first-order elections should the stakes be high enough.