Abstract We propose that brand equity can influence job seekers’ perceptions of<br>job opportunities. Our results suggest that job seekers view working for a strong<br>brand as a way to build the power of their résumé. The belief that strong brands<br>build powerful résumés is, in part, the outcome of job seekers’ beliefs that working<br>for a strong brand will allow them to advance to better positions internally, provide<br>them job-related training and skills, and demonstrate their willingness to work hard.<br>In turn, job seekers express a greater desire to work for strong brands as measured by<br>salary requirements and perceptions of job appeal in experiment 1 and job choice in<br>experiment 2
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