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Wu L, Dineen BR. Expanding branding: effects of multiple brand types on organizational attractiveness. CHINESE MANAGEMENT STUDIES 2022. [DOI: 10.1108/cms-07-2022-0246] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Track Full Text] [Subscribe] [Scholar Register] [Indexed: 11/25/2022]
Abstract
Purpose
This study aims to examine the relative effects of three organizational brand types (product, employment and corporate social responsibility brands) on organizational attractiveness. The potential differences in the impacts exerted by each brand on organizational attractiveness between the US and Chinese job seekers are also examined.
Design/methodology/approach
A policy-capturing design was used among both US and Chinese participants to test the hypothesized relationships using multilevel modeling.
Findings
Results suggest that each brand type independently contributes to the prediction of attractiveness, with the employment brand a significantly stronger predictor than the other two. Besides, the strength of relationships between brands and organizational attractiveness varies among job seekers from different national contexts.
Originality/value
The findings contribute to the limited understanding of how different types of brands together influence organizational attractiveness among job seekers, and the role national context plays in it.
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Petry T, Treisch C, Peters M. Designing job ads to stimulate the decision to apply: a discrete choice experiment with business students. INTERNATIONAL JOURNAL OF HUMAN RESOURCE MANAGEMENT 2021. [DOI: 10.1080/09585192.2021.1891112] [Citation(s) in RCA: 3] [Impact Index Per Article: 1.0] [Reference Citation Analysis] [Track Full Text] [Subscribe] [Scholar Register] [Indexed: 10/21/2022]
Affiliation(s)
- Tanja Petry
- Department of Strategic Management, Marketing and Tourism, University of Innsbruck, Innsbruck, Austria
| | - Corinna Treisch
- Department of Accounting, Auditing and Taxation, University of Innsbruck, Innsbruck, Austria
| | - Mike Peters
- Department of Strategic Management, Marketing and Tourism, University of Innsbruck, Innsbruck, Austria
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Carpentier M, Van Hoye G. Managing organizational attractiveness after a negative employer review: company response strategies and review consensus. EUROPEAN JOURNAL OF WORK AND ORGANIZATIONAL PSYCHOLOGY 2020. [DOI: 10.1080/1359432x.2020.1718748] [Citation(s) in RCA: 4] [Impact Index Per Article: 1.0] [Reference Citation Analysis] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 10/25/2022]
Affiliation(s)
- Marieke Carpentier
- Department of Marketing, Innovation, and Organisation, Faculty of Economics and Business Administration, Ghent University, Gent, Belgium
| | - Greet Van Hoye
- Department of Marketing, Innovation, and Organisation, Faculty of Economics and Business Administration, Ghent University, Gent, Belgium
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