Industry image: Its impact on the brand image of potential employees
Abstract
Marketing science has so far devoted very limited attention to the determination of corporate brand images through industry images. Our research, therefore, addresses the question whether industry images determine corporate images and if so, which variables moderate the effect. To accomplish this, a conceptual framework is developed and evaluated in a quantitative, empirical research design. The results demonstrate that corporate brand image is...
Paper Details
Title
Industry image: Its impact on the brand image of potential employees
Published Date
Jan 1, 2008
Journal
Volume
15
Issue
3
Pages
157 - 176
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Notes
History