Exploring the role of consumer brands In shaping employer brand attractiveness

dc.contributor.advisorBussin, Mark
dc.contributor.emailichelp@gibs.co.zaen_ZA
dc.contributor.postgraduateSimelane, Tekhaya
dc.date.accessioned2015-04-22T08:01:59Z
dc.date.available2015-04-22T08:01:59Z
dc.date.created2015-04-24
dc.date.issued2015en_ZA
dc.descriptionDissertation (MBA)--University of Pretoria, 2015.en_ZA
dc.description.abstractThe purpose of this research was to explore if there is a role that consumer brands play in shaping the attractiveness of an employer brand. This qualitative study was conducted using the exploratory approach, because the prior insights of the proposed relationship were modest and inconclusive. The population constituted of all registered Masters of Business Administration students at the Gordon Institute of Business Science. The sampling frame constituted second year (2013/14) and full time (2014/15) students. The reason for this choice was that these individuals are knowledgeable on brand concepts, are mostly likely thinking about employment prospects, and have had the opportunity to evaluate employer attractiveness. A sample size of 15 was drawn; this number was chosen based on the likelihood that data saturation would be reached at that point because of the homogeneous nature of the population. The outcome of this study revealed that consumer brands play a role in shaping employer brand attractiveness, with the main role being that consumer brands project employer brands. Potential employers utilise brands’ dimensions such as quality, innovativeness, longevity and public perception, amongst others, as an indication of employer brand attractiveness. Also uncovered by the study was that the extent of consumer brand influence on an employer brand varies with profession, industry and maturity. Moreover, consumers play a role in attracting potential employees towards investigating employment prospects in a certain organisation, but contribute very little to retaining employees if employment expectations are not met.en_ZA
dc.description.availabilityUnrestricteden_ZA
dc.description.departmentGordon Institute of Business Science (GIBS)en
dc.description.librarianlmgibs2015en_ZA
dc.identifier.citationSimelane, T. (2015).Exploring the role of consumer brands In shaping employer brand attractiveness (MBA mini-dissertation).Gordon Institute of Business Science, University of Pretoria. Retrieved from http://repository.up.ac.za/handle/2263/1818en_ZA
dc.identifier.urihttp://hdl.handle.net/2263/44449
dc.language.isoenen_ZA
dc.publisherUniversity of Pretoriaen_ZA
dc.rights© 2014 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria.en_ZA
dc.subjectUCTD
dc.subjectBranding (Marketing)en_ZA
dc.subjectBrand name productsen_ZA
dc.subjectConsumer behavioren_ZA
dc.subjectQualitative researchen_ZA
dc.titleExploring the role of consumer brands In shaping employer brand attractivenessen_ZA
dc.typeMini Dissertationen_ZA

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