Young workers’ perception of brand image: main and moderating effects
Journal of Organizational Effectiveness: People and Performance
ISSN: 2051-6614
Article publication date: 7 September 2015
Abstract
Purpose
The purpose of this paper is to examine the relationship between an employer’s brand image (i.e. symbolic and functional attributes) and job seekers’ attraction to the firm among a sample of young workers.
Design/methodology/approach
Job seekers completed a questionnaire regarding their knowledge of a particular firm, their perceived image of that firm, and their attraction toward that firm in terms of future employment. Moderated regression analyses were used to test the hypotheses of interest.
Findings
Consistent with previous findings, both functional and symbolic attributes of the brand image were related to job seekers’ attraction to the firm. In contrast to previous research, work experience moderated the effect of symbolic, but not functional, attributes such that these effects became stronger with more experience. Symbolic and functional attributes also interacted to predict job seekers’ attraction to the firm.
Research limitations/implications
The study is based on cross-sectional self-report data, which limits causal inference.
Practical implications
Results suggest that young workers are particularly influenced by symbolic attributes of the organizations’ brand image.
Originality/value
This paper compares the role of symbolic and functional attributes in predicting young workers’ attraction to the firm. Young workers are more influenced by symbolic attributes and these influences are stronger when individuals gain in work experience and when they perceive higher functional attributes.
Keywords
Citation
Myrden, S.E. and Kelloway, K. (2015), "Young workers’ perception of brand image: main and moderating effects", Journal of Organizational Effectiveness: People and Performance, Vol. 2 No. 3, pp. 267-281. https://doi.org/10.1108/JOEPP-09-2014-0055
Publisher
:Emerald Group Publishing Limited
Copyright © 2015, Emerald Group Publishing Limited