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dc.contributor.authorCollins, Christopher J.
dc.contributor.authorStevens, Cynthia Kay
dc.date.accessioned2020-11-17T17:15:29Z
dc.date.available2020-11-17T17:15:29Z
dc.date.issued2002-12-01
dc.identifier.other198413
dc.identifier.urihttps://hdl.handle.net/1813/75078
dc.description.abstractWe used theory and research from the marketing literature on customer-based brand equity to predict how positive exposure to four 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, our results suggested that early recruitment-related activities were related to intentions and decisions indirectly through two dimensions of employer brand image: general attitudes toward the company and perceived job attributes. The relationships between word-of-mouth endorsements and the two dimensions of brand image were particularly strong. In addition, we 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.
dc.language.isoen_US
dc.rightsRequired Publisher Statement: Copyright by the American Psychological Association. Final paper published as Collins, C. J., & Stevens, C. K. (2002). The relationship between early recruitment-related activities and the application decisions of new labor-market entrants: A brand equity approach to recruitment. Journal of Applied Psychology, 87, 1121-1133.
dc.subjectILR
dc.subjectCornell University
dc.subjecthuman resource
dc.subjectmarket
dc.subjectrecruitment
dc.subjectpublicity
dc.subjectsponsorship
dc.subjectendorsement
dc.subjectadvertising
dc.subjectengineering student
dc.subjectapplication
dc.subjectequity
dc.titleThe Relationship Between Early Recruitment-Related Activities and the Application Decisions of New Labor-Market Entrants: A Brand Equity Approach to Recruitment
dc.typearticle
dc.relation.doihttps://doi.org/10.1037/0021-9010.87.6.1121
dc.description.legacydownloadsCollins1_the_relationship_between_early_recruitment.pdf: 14212 downloads, before Oct. 1, 2020.
local.authorAffiliationCollins, Christopher J.: cjc53@cornell.edu Cornell University
local.authorAffiliationStevens, Cynthia Kay: University of Maryland


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