IMPACT OF BRAND PERSONALITY ON OVERALL EMPLOYER BRAND ATTRACTIVENESS AMONG FRESH GRADUATES OF PAKISTAN

Abstract

Purpose A positive and favorable perception of brand affects and brand trust plays avital role in success of an organization. The purpose of the current research was to study the impact of knowledge of company on employer brand attractiveness and to study the role of perception of brand differentiation on employer brand attractiveness. Furthermore the purpose of the current was also to study the role of perception of brand relevance on employer brand attractiveness and to study the role of perception of brand esteem on employer brand attractiveness. Methodology/sample The population of the research was the students from different universities of Pakistan. For the current research, the sample has been collected from top three universities of Karachi. Convenient sampling technique has been used for this study. A total of 150 fresh graduates participated in the current research. Findings The findings of the study revealed that there is a significant positive impact of individual perception of brand esteem on employee brand effect. Similarly the findings of the current study also found out that there is positive significant impact of an individual perception of brand differentiation on employee brand trust. Furthermore the findings of the regression revealed that there is a significant positive impact of an individual perception of brand relevance on employee brand trusts. Practical Implications This study will be helpful for organizations to understand that how they can create positive employee brand trust and brand affect