The relationship between early recruitment-related activities and the application decisions of new labor-market entrants: A brand equity approach to recruitment.
借鉴营销学中的品牌权益理论，研究早期招聘活动（如宣传、赞助、口碑和广告）如何通过影响雇主品牌形象（对公司态度和感知工作属性）间接影响工程专业学生的申请决策，发现口碑影响最强且宣传活动与其他活动协同效果更好。
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.