Theoretical Perspectives for Employer Branding

  • Rita BENDARAVIČIENĖ Department of Management, Faculty of Economics and Management Vytautas Magnus University , Lithuania


Employer branding literature – both scholarly and practitioner – has seen many attempts to define employer branding and this variety, albeit enriching, involves terminological ambiguity and therefore calls for elaboration on this term as well as its theoretical framing. Therefore, this paper brings the discussion about theoretical underpinnings upon which employer branding research could be based. Specifically, the theory of psychological contract, the concept of brand equity, signaling theory, literature of organizational ecology and organizational attractiveness construct are linked, reviewed and integrated for better understanding of employer branding.


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How to Cite
BENDARAVIČIENĖ, Rita. Theoretical Perspectives for Employer Branding. Journal of Advanced Research in Management, [S.l.], v. 7, n. 1, p. 5-28, mar. 2017. ISSN 2068-7532. Available at: <>. Date accessed: 17 may 2022. doi: