The relationship between early recruitment-related activities and the application decisions of new labor-market entrants: A brand equity approach to recruitment
成果类型：
Article
署名作者：
Collins, CJ; Stevens, CK
署名单位：
Cornell University; University System of Maryland; University of Maryland College Park
刊物名称：
JOURNAL OF APPLIED PSYCHOLOGY
ISSN/ISSBN：
0021-9010
DOI：
10.1037/0021-9010.87.6.1121
发表日期：
2002
页码：
1121-1133
关键词：
摘要：
Theory and research from the marketing literature on customer-based brand equity were used to predict how positive exposure to 4 early recruitment-related activities-publicity, sponsorships, word-of-mouth endorsements, and advertising-may affect the application decisions of engineering students. Similar to prior marketing findings, the results suggested that early recruitment-related activities were indirectly related to intentions and decisions through 2 dimensions of employer brand image: general attitudes toward the company and perceived job attributes. The relationships between word-of-mouth endorsements and the 2 dimensions of brand image were particularly strong. In addition, it was found that early recruitment-related activities interacted with one another such that employer brand image was stronger when firms used publicity in conjunction with other early recruitment-related activities.
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