Country of origin effect and employer attractiveness: A missing link

Zaveri, M and Mulye, R 2010, 'Country of origin effect and employer attractiveness: A missing link', in Paul Ballantine and Dr Jorg Finsterwalder (ed.) Proceedings of the Australian and New Zealand Marketing Academy Conference 2010, Christchurch, New Zealand, 29 November - 1 December 2010.


Document type: Conference Paper
Collection: Conference Papers

Title Country of origin effect and employer attractiveness: A missing link
Author(s) Zaveri, M
Mulye, R
Year 2010
Conference name ANZMAC 2010
Conference location Christchurch, New Zealand
Conference dates 29 November - 1 December 2010
Proceedings title Proceedings of the Australian and New Zealand Marketing Academy Conference 2010
Editor(s) Paul Ballantine and Dr Jorg Finsterwalder
Publisher Department of Management, College of Business and Economics, University of Canterbury
Place of publication Christchurch, New Zealand
Abstract In this interdisciplinary paper we demonstrate how an established paradigm of the country of origin (COO) effect from marketing literature can be used to explain cholices made by job seekers in the employment market. It is argued that there are commonalities between the decision processes that consumers use in purchasing a product with decision process that jobseekers use when evaluating potential employers. Marketing and recruitment literature are integratrd and four research propositions are developed around the proposed conceptual model.
Subjects Marketing Management (incl. Strategy and Customer Relations)
Keyword(s) country of origin
employer
attractiveness
country image
ISBN 9780473178208
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