RT Journal Article
T1 Internal communication and employer branding using a a humanistic model. A case study of IKEA (Spain, 2019-21).
A1 Pérez-Pérez, Lucía
A1 Berlanga Fernández, Inmaculada
A1 Victoria-Mas, Juan Salvador
K1 Marketing
K1 Empresas - Gestión
AB PurposeThe study aims to establish that a humanistic model is a necessary context for efficient employer branding (EB) and to identify the characteristic features of a humanistic model in IKEA.Design/methodology/approachThis study included a review of the scientific literature and a narrative case study via semi-structured interviews with top management leaders and middle managers.FindingsThe research demonstrates that the effectiveness of EB depends on the implementation of a humanistic model and that IKEA uses a business paradigm that involves EB through a humanistic management model. In addition, the pandemic has enhanced prosocial management and revealed the need for this model in companies. Through the analysis of the humanistic model used by IKEA, the authors provide an example of how other organizations and business leaders can develop communities and society not based on profit maximization. However, further research is needed to contrast the quantitative information provided by the company itself and by external sources. What is offered in this article is the starting point for future studies on this topic.Originality/valueThis is one of the first studies on EB in the context of a humanistic model and the first to use IKEA as a paradigmatic example.
PB Emerald
YR 2022
FD 2022-08-11
LK https://hdl.handle.net/10630/40466
UL https://hdl.handle.net/10630/40466
LA eng
NO Pérez-Pérez, L., Berlanga, I., & Victoria, J. S. (2023). Internal communication and employer branding within a humanistic model–a case study of IKEA (Spain, 2019–2021). Corporate Communications: An International Journal, 28(2), 213-229.
NO https://openpolicyfinder.jisc.ac.uk/id/publication/2683
NO Informado de la política editorial de la revista, el autor aporta el archivo adjunto como AM.
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 21 ene 2026