Influence of employer brand equity in attracting DLSU Gen Ys in the FMCG industry
Date of Publication
2011
Document Type
Bachelor's Thesis
Degree Name
Bachelor of Science in Applied Corporate Management
Subject Categories
Business Administration, Management, and Operations
College
Ramon V. Del Rosario College of Business
Department/Unit
Business Management
Thesis Adviser
Rachel Quero
Defense Panel Chair
Jose Mari Lim
Defense Panel Member
Raymond Paderna
Abstract/Summary
The study aimed to evaluate the correlation of the dimensions of employer brand equity with the recruitment of Gen Y to organizations in the fast-moving consumer goods industry, based on Aakers conceptual framework. Building on marketing literature, a model of Gen Ys recruitment outcome that included the major determinants of brand equity model is proposed. The study used an explanatory method that utilized a survey approach. Based on a sample of 338 recent graduates from De La Salle University, ordered logistic regression is used to test hypotheses. The research revealed that only perceived quality has a significant relationship and positive correlation with recruitment outcomes across the four companies used in the study. However, when the companies were taken as a whole, brand awareness, brand association, and perceived quality showed positive, significant correlation with recruitment outcomes. The paper recommended that human resource managers should carefully consider their employer branding approaches when designing their recruitment strategies. HR managers are also called on to adapt their branding approaches based on each brand equity component to fit each environment and attract the potential talents.
Abstract Format
html
Language
English
Format
Accession Number
TU14748
Shelf Location
Archives, The Learning Commons, 12F, Henry Sy Sr. Hall
Physical Description
121 leaves ; 28 cm.
Keywords
Branding (Marketing); Brand name products--Management; Telemarketing
Recommended Citation
Catabui, M. A., Co, M. P., Dy, R. S., & Tan, M. R. (2011). Influence of employer brand equity in attracting DLSU Gen Ys in the FMCG industry. Retrieved from https://animorepository.dlsu.edu.ph/etd_bachelors/10507
Embargo Period
11-26-2021