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Effect of Employer Brand Image on Application Intentions of B-School Undergraduates

Author

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  • Rakesh Kumar Agrawal
  • Pragati Swaroop

Abstract

Effective recruiting can help an organisation gain competitive advantage by attracting and retaining the best talent from the campuses. In this paper, the authors draw upon marketing literature to examine how employer brand image can effect the application intentions of business school undergraduates. Based on the analysis of data collected from 125 students from five different business schools located across India, the authors find that attitudes of the prospective candidate about an organisation is an important predictor of intent to apply. Amongst the job attributes, the students' application intentions are influenced by their perceptions of the responsibility and empowerment inherent in the job, as well as on compensation and locational considerations. Prior work experience moderates the relationship between the responsibility and empowerment dimension of employer brand image and application intentions. Implications of the findings and directions for future research are also discussed.

Suggested Citation

  • Rakesh Kumar Agrawal & Pragati Swaroop, 2009. "Effect of Employer Brand Image on Application Intentions of B-School Undergraduates," Vision, , vol. 13(3), pages 41-49, July.
  • Handle: RePEc:sae:vision:v:13:y:2009:i:3:p:41-49
    DOI: 10.1177/097226290901300304
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    Citations

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    Cited by:

    1. Diwakar PURI, 2018. "Developing the Scale to Measure Employer Attractiveness," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 3, pages 99-123.
    2. Laïla Benraiss-Noailles & Catherine Viot, 2014. "Employers, stand out! Employer brand: A valuable field untapped? [Employeurs démarquez-vous ! La marque employeur, un gisement de valeur inexploité ?]," Post-Print hal-01803664, HAL.
    3. Azamat Maksüdünov, 2018. "The Corporate Image As A Weapon In The Attraction Of Prospective Employees," Working papers 2018-28-12, Voice of Research.
    4. Laïla Benraiss-Noailles & Olivier Herrbach & Catherine Viot, 2019. "The impact of employer brand equity on organizational attractiveness: The moderating role of familiarity [L'effet du capital marque employeur sur l'attractivité organisationnelle : Le rôle modérate," Post-Print hal-02089617, HAL.

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