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

Print

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

Embargo Period

11-26-2021

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