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The Relevance of Neuromarketing on Employer Branding

  • Over the past few decades, global economic circumstances lead to difficulties when attracting, retaining, and motivating staff. In these dynamic markets, HR departments are struggling with how to navigate among new techniques and generations. However, in recent years neuromarketing has gained popularity among managers due to resourceful insights applicable to various business areas. Drawing on an investigation, this study examines how the implications gained from neuromarketing can be used to conduct an employer branding strategy and if neuromarketing methods can be a useful tool for the HR department. Analyzing distinct advantages of neuroscience by applying techniques that allow examining essential elements of the employer branding, leads to the detection of challenges and limits within the employer branding management and suggest a new perspective. Considering the literature gap, the methodology to assess whether there are implications of neuromarketing on employer branding will be derived from product branding. This study will first investigate the comparability of product and employer branding and then examine the extent to which neuromarketing methods can complement supplant the employer branding strategies. Finally, the results show the moderate relevance of neuromarketing on employer branding.

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Author:Manuela Prebeg
Advisor:Armin Trost
Document Type:Bachelor Thesis
Year of Completion:2020
Granting Institution:Hochschule Furtwangen
Date of final exam:2020/08/31
Release Date:2020/09/16
Tag:Employer branding; Neuromarketing; Product branding
Degree Program:IBM - International Business Management
Functional area:Human Resource Management
Open Access:Innerhalb der Hochschule
Licence (German):License LogoEs gilt das UrhG