The impact of employer brand equity on organizational attractiveness: The moderating role of familiarity

L'effet du capital marque employeur sur l'attractivité organisationnelle: Le rôle modérateur de la familiarité

Laïla Benraiss-Noailles, Olivier Herrbach () and Catherine Viot
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Laïla Benraiss-Noailles: IRGO - Institut de Recherche en Gestion des Organisations - UB - Université de Bordeaux - Institut d'Administration des Entreprises (IAE) - Bordeaux
Olivier Herrbach: LIRHE - Laboratoire Interdisciplinaire de recherche sur les Ressources Humaines et l'Emploi - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - CNRS - Centre National de la Recherche Scientifique
Catherine Viot: LSAF - Laboratoire de Sciences Actuarielle et Financière - UCBL - Université Claude Bernard Lyon 1 - Université de Lyon

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Abstract: This paper aims at assessing the empirical relevance of the concept of brand equity in the context of an employer and to study its relationship with organizational attractiveness. It is based on an online study of future university graduates. The results show that the dimensions of employer brand equity are differently related to organizational attractiveness. They also show that the moderating effect of familiarity is not the one expected.

Keywords: Employer brand; organizational attractiveness; Products involvement; Familiarity; familiarité; attractivité organisationnelle; Marque employeur; implication à l’égard de la catégorie de produits/services de l’entreprise (search for similar items in EconPapers)
Date: 2019-02-01
Note: View the original document on HAL open archive server: https://hal.science/hal-02089617v1
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Published in Revue management & avenir, 2019, 170

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02089617

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