Date of Publication

3-27-2020

Document Type

Master's Thesis

Degree Name

Master of Science in Marketing

Subject Categories

Human Resources Management | Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Claro Ganac

Defense Panel Chair

Reynaldo Bautista, Jr.

Defense Panel Member

Carlo Miguel Saavedra
Joseph Emil Santos

Abstract/Summary

The purpose of this research is to determine the impact of industry branding in the talent attractiveness of the Philippine IT-BPM industry. This research study adopted Keller’s consumer- based brand equity model and used partial least square – structural equation modeling to analyze the results of the data gathered. The study gathered 200 respondents from five (5) different strata – identified based on the sub sectors of the Philippine IT-BPM industry such as the animation and game development, contact centers, healthcare information management, shared services, and the information technology. The respondents of this study came from four (4) different universities catering to each strata namely Polytechnic University of the Philippines for the contact center and shared services, De Lasalle College of Saint Benilde for the animation and game development, Our Lady of Fatima University for the Healthcare Information Management, and Asia Pacific College for the information technology. The respondents of the study are composed of graduating students and those who just graduated from the university (<1year). In the overall, the study shows that having an industry branding has significant effect towards the talent attractiveness of the Philippine IT-BPM Industry (with p-values <0.05). However, this research also showed the weaknesses of current Philippine IT-BPM industry branding activities. The study shows that traditional branding campaign that promote will not work as a stand alone as the industry needs to develop further association with its target market. The study recommends that the industry should capitalize on the experiences of its current workforce to further explain the industry to the younger workforce. In addition, industry should be able to emphasize more the extrinsic and intrinsic benefits of the industry to its potential employees.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Employer branding

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Embargo Period

8-14-2022

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