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Article
Publication date: 15 August 2022

Faiz Ahamad and Gordhan K. Saini

While the information source is likely to affect job search process, it is still unknown how the information source interacts with the information content and information…

Abstract

Purpose

While the information source is likely to affect job search process, it is still unknown how the information source interacts with the information content and information valence. In this study, first, the authors examine the influence of information source, information content, and information valence on employer attractiveness and job pursuit intention; and second, the authors estimate the interaction of information source with content and valence of information on employer attractiveness and job pursuit intention.

Design/methodology/approach

The authors adopted a 2 (information source: company-independent vs company-dependent) x 2 (information content: instrumental vs symbolic) x 2 (information valence: positive vs negative) between-subject factorial design to achieve the study’s research objectives, using a sample of 240 job applicants; and applied multivariate analysis of covariance for estimating the main and interaction effects.

Findings

The authors find a significant interaction of information source with the content and valence of information, indicating a differential effect of content and valence, depending on the information source. The study reveals that the effect of information content (i.e. symbolic vs instrumental) on employer attractiveness varies depending on the source of information (i.e. company-independent vs company-dependent), with the company-independent source having a higher effect than the company-dependent source.

Practical implications

Considering that the information source has a differential effect on job seekers, it would be useful to account for such differences in designing recruitment communications. Results guide managers in deciding the appropriate recruitment information outlet for communicating symbolic and instrumental attributes. The use of symbolic attribute content is recommended for generating favourable evaluations about an employer.

Originality/value

This study is a novel attempt to examine on how information source interacts with information content type and information valence in influencing recruitment outcomes. The authors provide valuable insights to human resource managers or employer brand managers to design effective recruitment communications and leverage the company-independent information sources appropriately.

Details

Journal of Organizational Effectiveness: People and Performance, vol. 9 no. 4
Type: Research Article
ISSN: 2051-6614

Keywords

Article
Publication date: 3 September 2019

Gordhan K. Saini and I.M. Jawahar

Drawing on the psychological contract theory and signaling theory, the purpose of this paper is twofold: first, to examine the effect of employer rankings and employment…

2991

Abstract

Purpose

Drawing on the psychological contract theory and signaling theory, the purpose of this paper is twofold: first, to examine the effect of employer rankings and employment experience on employee recommendation of an employer as an employer of choice and second, to examine whether these effects vary by employee characteristics (i.e. full-time vs part-time, current vs former and newcomers vs established employees).

Design/methodology/approach

The authors used multilevel logistic regression on a sample of 39,010 Glassdoor employee reviews, drawn from the companies for which three-year employer rankings (from 2015 to 2017) were available, to achieve our research objectives.

Findings

The results show that employment experience influenced employees’ recommendation of an employer as an employer of choice. The average standardized rankings for three years (i.e. 2015–2017) was also associated with employees’ recommendation of an employer as an employer of choice. Employee characteristics such as employment type (i.e. full-time vs part-time), employment status (i.e. current vs former) and tenure significantly interacted with employment experience in affecting recommendations of a company as an employer of choice.

Originality/value

In contrast to the bulk of the research on employer branding that relied on job seekers, the authors studied factors that influence employees’ recommendation of an employer as an employer of choice, arguably the most important indicator of employer internal brand strength. The results offer fresh theoretical and practical insights in an area where research lags far behind practice.

Details

Career Development International, vol. 24 no. 7
Type: Research Article
ISSN: 1362-0436

Keywords

Article
Publication date: 2 May 2022

Mukta Srivastava, Neeraj Pandey and Gordhan K. Saini

Reference price is a key input in deciding product/service prices by organizations and has a significant influence on consumer purchase decisions. This study aims to…

Abstract

Purpose

Reference price is a key input in deciding product/service prices by organizations and has a significant influence on consumer purchase decisions. This study aims to provide a deeper understanding of reference pricing literature using bibliometric analysis and offers specific research questions for future research in this domain.

Design/methodology/approach

Using a sample of 309 articles published between 1977 and 2021, the study conducts bibliographic coupling, citation analysis, cluster analysis, content analysis, keyword analysis and a three-field plot to map the intellectual structure of reference price.

Findings

The content analysis gave seven research clusters: (1) modeling reference price, (2) consumer perceptions of price (un)fairness, (3) price framing, (4) comparative price-based promotion, (5) reference price formulation, (6) pay-what-you-want (PWYW) pricing and (7) range theory and price perceptions. The study also delineates reference price literature across several parameters like authorship, highest cited paper, most popular journal, institutions, region-wise publication trend and author-networks. The emerging research themes for future scholars working in this domain have also been highlighted.

Originality/value

This is the first comprehensive study to explore reference price from a bibliometric lens. The study highlights and discusses the recent themes on reference price, from both academic and managerial perspectives.

Details

Marketing Intelligence & Planning, vol. 40 no. 5
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 10 May 2022

Gordhan K. Saini, Filip Lievens and Mukta Srivastava

In the past 25 years, employer and internal branding have grown significantly. Prior reviews tended to focus on either one of these domains. This study aims to map the…

755

Abstract

Purpose

In the past 25 years, employer and internal branding have grown significantly. Prior reviews tended to focus on either one of these domains. This study aims to map the intellectual structure of research on both employer branding and internal branding, thereby identifying impactful authors and journals, current and evolving themes and avenues for future research.

Design/methodology/approach

Using VOSviewer and Biblioshiny software packages, a bibliometric analysis of 739 articles was conducted using various methods such as citation analysis, bibliographic coupling, cluster analysis, keyword analysis and three-field plot. The Scopus results were further validated using 297 articles produced by the Web of Science data set. It ensured the robustness of the results and generalizability of the findings across bibliometric data sets.

Findings

The findings first report the impactful articles, authors and institutions of employer and internal branding research, along with popular keywords used in this area. Next, the analysis reveals four major clusters and seven subthemes (i.e. employer brand and job seekers, employer brand and employees, employer brand and international human resource management (HRM), third-party employer branding, internal branding – conceptualization/review, internal branding – antecedents and consequences, internal brand management). Early research focused more on “corporate brandings,” whereas current research deals more with “employer branding: antecedents and consequences,” “employer branding conceptualization/review,” and “internal branding” and its subthemes. The employer and internal branding clusters have evolved largely independent from each other. This study offers future research directions and practical implications per cluster.

Originality/value

To the best of the authors’ knowledge, this study is the first comprehensive bibliometric analysis of both employer and internal branding research.

Details

Journal of Product & Brand Management, vol. 31 no. 8
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 4 September 2019

Gordhan K. Saini, Arvind Sahay and Gurumurthy Kalyanaram

This paper aims to examine three important questions: What would be the effects of pricing at the lower end of a wide vs narrow latitude of price acceptance (LPA) on…

Abstract

Purpose

This paper aims to examine three important questions: What would be the effects of pricing at the lower end of a wide vs narrow latitude of price acceptance (LPA) on consumer choice of the bundle? How would the nature of a bundle frame (i.e. discount on bundle vs discount on components) and discount frame (i.e. discount as absolute off vs discount as percentage off) influence the preference given to a price level that is at the wide or narrow end of the LPA? Would the effect be significantly different if the bundle components were complementary vs if they were non-complementary?

Design/methodology/approach

The authors carried out two studies using between-subject experimental design. In Study 1, the authors used 2 (LPA: wide/narrow) × 2 (complementarity: yes/no) × 2 (bundle frame: together/separate) design, and in Study 2, the authors replaced bundle frame with discount frame (i.e. absolute off/percentage off).

Findings

The authors find that the LPA effect is likely to outweigh the complementarity effect; however, a combined effect of complementarity and bundle frame is stronger than the LPA effect. Also, for a wide (narrow) LPA product bundle, absolute off (percentage off) discount frame is more attractive.

Practical implications

Managers should use bundling strategy with complementary products having wider LPA. In case of wide LPA and complementary products, both together and separate frame could be the best bundling strategy while in case of narrow LPA and complementary products, together frame could be the best bundling strategy.

Originality/value

The main contribution relates to the role LPA plays in consumer evaluation of a bundle offer and its interaction with complementarity and discount frame. The authors apply the range hypothesis principles (i.e. price-attractiveness judgments are based on a comparison of market prices to the endpoints of a range of evoked prices) in the bundling context and extend the earlier work in the area of complementarity and discount frame.

Details

Journal of Consumer Marketing, vol. 36 no. 7
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 19 September 2022

Mukta Srivastava and Gordhan K. Saini

The purpose of this study is to unpack the knowledge structure of the elaboration likelihood model (ELM), examine its applications in various domains and propose future…

Abstract

Purpose

The purpose of this study is to unpack the knowledge structure of the elaboration likelihood model (ELM), examine its applications in various domains and propose future research directions using bibliometric analysis.

Design/methodology/approach

The study involves the bibliometric analysis of 279 articles retrieved from Scopus using VOSviewer and Biblioshiny. The authors used trend topic analysis, bibliographic coupling, cluster analysis and content analysis as the analytical methods.

Findings

The study revealed the most influential authors, journals, articles and countries in the domain. The keyword analyses showed that initially, the model was used in the field of “persuasion” and “persuasive communication”; however, in the past five years, it has been widely adopted in different areas such as “crowdsourcing,” “decision support systems” and “information systems.” Bibliographic coupling combined with content analysis resulted in seven clusters: ELM in marketing communications, ELM in information system research, ELM in the service context, ELM in advertising research, ELM and electronic word-of-mouth, ELM and trust in the online context and ELM in other contexts.

Originality/value

The study provides a bibliometric analysis of the ELM, offers useful future research directions to the scholars of different domains and highlights implications for managers.

Details

Journal of Consumer Marketing, vol. 39 no. 7
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 11 November 2021

Kumar Mukul, Neeraj Pandey and Gordhan K. Saini

This study explores the relevance of social capital resources generated through networks to address the marketing challenges of startups. It looks into the marketing…

Abstract

Purpose

This study explores the relevance of social capital resources generated through networks to address the marketing challenges of startups. It looks into the marketing issues faced by startup firms in emerging markets and examines how they leverage their social capital to reach out to their customers and other stakeholders for marketing their products and services.

Design/methodology/approach

The case study analysis using the abduction method, semi-structured interview and content analysis were used for answering the research questions.

Findings

This study finds the importance of developing social capital by startups for marketing activities. Social capital also acts as a strategic advantage that the competitors cannot easily emulate. Findings show that the development of social capital happens through the network of startup entrepreneurs and social connections involving customers, dealers and suppliers, among others.

Originality/value

This study is a novel attempt to emphasize the potential of social capital for marketing activities in a startup firm. This study expands the literature on social capital with a marketing perspective in an emerging economy context. The academic and managerial implications have also been highlighted in the study.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 34 no. 9
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 18 September 2018

Shweta Kumari and Gordhan K. Saini

The changing demographics of talent market calls for a better understanding of the expectations of diverse job seekers. However, there is limited research on employer…

2781

Abstract

Purpose

The changing demographics of talent market calls for a better understanding of the expectations of diverse job seekers. However, there is limited research on employer attractiveness (EA) factors which cover the expectations of new generation job seekers. The purpose of this paper is to examine the effect of career growth opportunities (CGO), work–life benefits (WLB) and corporate social responsibility (CSR) reputation on the perceived attractiveness of an organization as an employer and the job pursuit intention (JPI) of job seekers.

Design/methodology/approach

A 2 (CGO: many vs limited)×2 (WLB: many vs limited)×2 (CSR reputation: high vs low) between-subjects experimental design was used for this study. A total of 240 respondents participated in the study.

Findings

The results showed that provision of CGO had the highest effect on both EA and JPI. This effect was strong enough to compensate for limited WLB and a low CSR reputation. A significant interaction effect between CGO and CSR reputation revealed that the effect of CSR reputation on EA depends on the availability of many or limited CGO.

Originality/value

The study contributes and expands literature on attributes relevant in job choice decisions by providing useful insights regarding how job seekers weigh these attributes while making an employment choice. Also, the study offers suggestions for designing organizations’ recruitment strategy for attracting talent.

Details

Career Development International, vol. 23 no. 4
Type: Research Article
ISSN: 1362-0436

Keywords

Article
Publication date: 2 March 2022

Gurumurthy Kalyanaram, Gordhan K. Saini, Suresh Mony and N. Jayasankaran

Pricing is always a fundamental marketing element. In the digital marketing/e-commerce context, there are two universal phenomena: desire to micro-segment and customize…

Abstract

Purpose

Pricing is always a fundamental marketing element. In the digital marketing/e-commerce context, there are two universal phenomena: desire to micro-segment and customize, and the adverse reaction upon unfair perception of price. A third related question is how should firms consider price increases and decreases? Specifically, this paper aims to address the following three research and practice questions: What are the theoretical underpinnings of perception of fairness/unfairness in pricing, and what are the findings? What are the theoretical underpinnings of response to price increases and decreases? What should be online pricing strategy, consistent with the findings on (un)fairness perception of pricing and response to price increases and decreases?

Design/methodology/approach

The present approach is integrative review and critical analyses, and synthesis. The review dates back to 1960s, and is inter-disciplinary, including apposite findings in behavioral science, economics, marketing and operations management/research. The authors search for insights with significant empirical support to address these questions.

Findings

Perception of unfair price impacts consumer choice, probability of purchase, intent to buy and attitude to product/service/firm adversely. Consumers react differently to perceived unfair and fair prices. Consumers react more strongly and negatively to perceived unfair prices (compared to prices perceived to be fair) in their intent to buy and other related metrics. Consumers react differently to price increases and price decreases relative to the reference price. Consumers react more strongly to price increases than to price decreases. There is substantial heterogeneity in the magnitude of loss-aversion effect, depending on the product/service category and estimation methods.

Originality/value

The authors review and discuss potential viable pricing strategies. Based on the generalizable findings, this study provides actionable insights to managers for pricing in digital marketing context. Also, the authors provide useful directions for future research.

Article
Publication date: 25 January 2021

Kumar Mukul and Gordhan K. Saini

The purpose of this paper is to explore the talent acquisition practices adopted by startups and understand how small entrepreneurs leverage social capital to address the…

Abstract

Purpose

The purpose of this paper is to explore the talent acquisition practices adopted by startups and understand how small entrepreneurs leverage social capital to address the talent acquisition challenges faced by them, and; identify some of the unique parameters adopted by startups in talent acquisition.

Design/methodology/approach

This study uses a multiple case study method to explore the talent acquisition practices in startups in India. The study included six case studies on startups in Hubli city of North Karnataka in India.

Findings

This paper finds that startups (especially in smaller cities) face challenges such as lower quality of talent pool, absence of a brand name, inability to provide competitive salary and other benefits as per industry standards and locational disadvantages in talent acquisition. Thus, entrepreneurs leverage their social capital for talent acquisition by handpicking talent on the basis of familiarity or credible networks and recommendations. Incubation centres provide institutionalized sources of social capital to help them attract good talent. This study finds that employee-culture fit and trust play important role in acquiring talent in startups.

Practical implications

The study has implications for startup entrepreneurs, recruitment service providers, incubation centres, trainers, policymakers, etc. The study provides useful insights to the startups with regard to their recruitment practices.

Originality/value

This study contributes to the literature in the domains of talent acquisition, startups and social capital by describing hiring challenges faced by startups and exploring the mechanisms used by them in overcoming such challenges.

Details

Journal of Entrepreneurship in Emerging Economies, vol. 13 no. 5
Type: Research Article
ISSN: 2053-4604

Keywords

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