Marketing Letters

, Volume 22, Issue 2, pp 165–179 | Cite as

The role of brands in recruitment: A mixed-brand strategy approach

Article
First Online:

Abstract

DelVecchio et al. (Marketing Letters, 18, 149–164, 2007) expanded the role of brand equity by revealing the important role it plays in human resource management. We extend their study by incorporating a mixed-brand structure in a potential job applicant's decision to pursue a job. We integrate both corporate level and product level brands to form an overall brand in this decision process. Four models based on inference processing and affect transfer are developed and tested. Our results suggest that corporate-level brand and product-level brand, which constitutes an overall brand name, play a major role in influencing a potential recruit to pursue a job.

Keywords

Brand equity Brand structures Branding strategy Human resources Recruitment 
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Copyright information

© Springer Science+Business Media, LLC 2010

Authors and Affiliations

  1. 1.School of Business AdministrationOakland UniversityRochesterUSA
  2. 2.College of Business AdministrationUniversity of ToledoToledoUSA

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