Expanding branding: effects of multiple brand types on organizational attractiveness

Abstract

Purpose This study aims to examine the relative effects of three organizational brand types (product, employment and corporate social responsibility brands) on organizational attractiveness. The potential differences in the impacts exerted by each brand on organizational attractiveness between the US and Chinese job seekers are also examined. Design/methodology/approach A policy-capturing design was used among both US and Chinese participants to test the hypothesized relationships using multilevel modeling. Findings Results suggest that each brand type independently contributes to the prediction of attractiveness, with the employment brand a significantly stronger predictor than the other two. Besides, the strength of relationships between brands and organizational attractiveness varies among job seekers from different national contexts. Originality/value The findings contribute to the limited understanding of how different types of brands together influence organizational attractiveness among job seekers, and the role national context plays in it.