Does Image Matter to Different Job Applicants? The influences of corporate image and applicant individual differences on organizational attractiveness


  • Wei-Chi Tsai,

    1. Department of Business Administration, National Chengchi University, 64, Chih-Nan Road, Section 2, Taipei 116, Taiwan.
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  • Irene Wen-Fen Yang

    1. Institute of Business and Management, National Chiao Tung University, 118, Jhongsiao West Road, Section 1, Taipei 100, Taiwan and Department of Business Administration, National Chung Cheng University, 168, University Road, Min-hsiung, Chia-yi 621, Taiwan.
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This research examined both the effects of various corporate image dimensions on organizational attractiveness and the moderating effects of applicant individual difference variables on the aforementioned relationships. Two studies were conducted for this research, which involved 40 bank samples and 360 student participants (Study 1) and 538 employee–student mixed samples (Study 2). By implementing different research designs, samples, and industry targets in the two studies, we found that corporate product image, corporate citizenship image, and corporate credibility image were important antecedents to organizational attractiveness. One of the proposed applicant individual difference variables, environmental sensitivity, was found to moderate the relationship between corporate citizenship image and organizational attractiveness.