Integrating knowledge and employer brand management: A conceptual model

Joanna Krywalski Santiago

doi:https://doi.org/10.36965/OJAKM.2020.8(1)63-84

Volume 8, 2020: Issue 1

PDF Download the article (Free)

Author(s):

Joanna Krywalski Santiago, ISEG – Universidade de Lisboa, Portugal

Abstract:

The purpose of this paper is to propose an integrated framework of the deep-rooted knowledge management and the steadily growing field of employer brand management. Additionally, this paper intends to examine the connections between knowledge management, organizational learning and branding and identifies the factors that affect the employees’ perceptions and commitment towards their organizational brands. Finally, it reviews the mechanisms that guide the processes and outcomes of knowledge and brand performance. The proposed model is based on the synthesis of knowledge and marketing literature. The method used in this study is a narrative literature review based upon 114 articles collected and analyzed for this revision. The proposed model makes an original contribution to knowledge and marketing management by encompassing the conceptual and practical limitations and by interconnecting the two fields creating an opening for new interdisciplinary studies. Consequently, this study brings several practical implications into existing literature: 1) it enhances the application of knowledge and brand management practices; 2) it provides a comprehensive conceptual framework; 3) it increases organizational understanding of how to motivate sought employee brand-related actions through the process of organizational learning and knowledge circulation.

Keywords:

Knowledge management, organizational learning, brand management, employer brand, employee-based brand equity

DOI:

https://doi.org/10.36965/OJAKM.2020.8(1)63-84

Type:

Research paper

Journal:

The Online Journal of Applied Knowledge Management (OJAKM), ISSN: 2325-4688

Publisher:

International Institute for Applied Knowledge Management (IIAKM)

Received:

21 February 2019

Revised:

17 April 2019; 9 November 2019; 19 May 2020

Accepted:

23 May 2020

Accepting Editor:

Meir Russ

Pages:

63-84

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Volume 8, 2020: Issue 1
		Download the article (Free)
Title:	Integrating knowledge and employer brand management: A conceptual model
Author(s):	Joanna Krywalski Santiago, ISEG – Universidade de Lisboa, Portugal
Abstract:	The purpose of this paper is to propose an integrated framework of the deep-rooted knowledge management and the steadily growing field of employer brand management. Additionally, this paper intends to examine the connections between knowledge management, organizational learning and branding and identifies the factors that affect the employees’ perceptions and commitment towards their organizational brands. Finally, it reviews the mechanisms that guide the processes and outcomes of knowledge and brand performance. The proposed model is based on the synthesis of knowledge and marketing literature. The method used in this study is a narrative literature review based upon 114 articles collected and analyzed for this revision. The proposed model makes an original contribution to knowledge and marketing management by encompassing the conceptual and practical limitations and by interconnecting the two fields creating an opening for new interdisciplinary studies. Consequently, this study brings several practical implications into existing literature: 1) it enhances the application of knowledge and brand management practices; 2) it provides a comprehensive conceptual framework; 3) it increases organizational understanding of how to motivate sought employee brand-related actions through the process of organizational learning and knowledge circulation.
Keywords:	Knowledge management, organizational learning, brand management, employer brand, employee-based brand equity
DOI:	https://doi.org/10.36965/OJAKM.2020.8(1)63-84
Type:	Research paper
Journal:	The Online Journal of Applied Knowledge Management (OJAKM), ISSN: 2325-4688
Publisher:	International Institute for Applied Knowledge Management (IIAKM)
Received:	21 February 2019
Revised:	17 April 2019; 9 November 2019; 19 May 2020
Accepted:	23 May 2020
Accepting Editor:	Meir Russ
Pages:	63-84