TY - JOUR
AU1 - Collins, Christopher J.
AU2 - Stevens, Cynthia Kay
AB - 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.
TI - The Relationship Between Early Recruitment-Related Activities and the Application Decisions of New Labor-Market Entrants: A Brand Equity Approach to Recruitment
JF - Journal of Applied Psychology
DO - 10.1037/0021-9010.87.6.1121
DA - 2002-12-01
UR - https://www.deepdyve.com/lp/american-psychological-association/the-relationship-between-early-recruitment-related-activities-and-the-4BjSI8cfbI
SP - 1121
EP - 1133
VL - 87
IS - 6
DP - DeepDyve
ER -