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A fit perspective approach in linking corporate image and intention-to-apply

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  • Wei, Yu-Chen
  • Chang, Chao-Ching
  • Lin, Liang-Yang
  • Liang, Shih-Chen

Abstract

Marketing principles not only attract consumers but also recruit talented people. This study applies person-organization fit to examine the relationship between an organization's corporate image and a job seeker's intention-to-apply. This study further explores how recruitment messages affect the relationship between corporate image and person-organization fit. The study focuses on human resources management positions and uses the information of real job openings from 28 companies as the research data. The research follows a formal encoding procedure for the recruitment messages and job advertisements as well as the completion of a survey; this study yields 1568 observation samples for analysis. The results from hierarchical linear modeling and the fuzzy-set qualitative comparative analysis show that (1) corporate image relates positively to both intention-to-apply and person-organization fit, (2) person-organization fit fully mediates the relationship between corporate image and intention-to-apply, and (3) comprehensive recruitment messages strengthen the positive relationship between corporate image and person-organization fit.

Suggested Citation

  • Wei, Yu-Chen & Chang, Chao-Ching & Lin, Liang-Yang & Liang, Shih-Chen, 2016. "A fit perspective approach in linking corporate image and intention-to-apply," Journal of Business Research, Elsevier, vol. 69(6), pages 2220-2225.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:6:p:2220-2225
    DOI: 10.1016/j.jbusres.2015.12.033
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    References listed on IDEAS

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    Cited by:

    1. Azamat Maksüdünov, 2018. "The Corporate Image As A Weapon In The Attraction Of Prospective Employees," Working papers 2018-28-12, Voice of Research.
    2. Dariusz Dudek & Marcin Lipowski & Ilona Bondos, 2021. "Changing Energy Supplier on the Market with a Strong Position of Incumbent Suppliers—Polish Example," Energies, MDPI, vol. 14(13), pages 1-16, June.
    3. Maneethai, Dustin & Legendre, Tiffany S. & Suess, Courtney & Guzzo, Renata F., 2025. "Designing cognitively and emotively attractive urban service environments for prospective employees: An application of biophilic design philosophies," Journal of Business Research, Elsevier, vol. 191(C).
    4. Pfiffelmann, Jean & Dens, Nathalie & Soulez, Sébastien, 2020. "Personalized advertisements with integration of names and photographs: An eye-tracking experiment," Journal of Business Research, Elsevier, vol. 111(C), pages 196-207.
    5. Chen-Ya Wang & Priyanko Guchait & Cheng-Hsin Chiang & Wan-Ting Weng, 2017. "When customers want to become frontline employees: an exploratory study of decision factors and motivation types," Service Business, Springer;Pan-Pacific Business Association, vol. 11(4), pages 871-900, December.
    6. Wünderlich, Nancy V. & Iseke, Anja & Becker-Özcamlica, Hürrem, 2020. "Branded Employee Behaviour as a Double-Edged Sword: How Perceptions of Service Employees Impact Job Seekers' Application Intentions," SMR - Journal of Service Management Research, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 4(4), pages 205-215.
    7. Cristina Fona & T. C. Melewar & Charles Dennis & Keith Dinnie, 2025. "‘The Good Place’: investigating the social responsibility image of countries and its impact on the attractiveness of highly skilled workers," Journal of Brand Management, Palgrave Macmillan, vol. 32(3), pages 238-255, May.
    8. Jean Pfiffelmann & Nathalie Dens & Sébastien Soulez, 2020. "Personalized advertisements with integration of names and photographs: An eye-tracking experiment," Post-Print hal-02004907, HAL.

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