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EMAC 2024 Annual


You’re too exciting, I don’t trust you! The impact of the personality of employer and consumer brands on job application intention.
(A2024-119377)

Published: May 28, 2024

AUTHORS

Verena Batt, Lucerne University of Applied Sciences and Arts; Andreas Hüsser, Lucerne University of Applied Sciences and Arts; Domingo Valero, Lucerne University of Applied Sciences and Arts

ABSTRACT

Given the so-called "war for talent," there has been significant focus in the research of increasing an individual’s likelihood of making a job application. This paper examines the influence of the interactive effects of brand personality (sincerity and excitement) and brand type (employer brand vs. consumer brand) on application intention. In addition, we seek to investigate the underlying processes that contribute to the impact of brand personality on intention to apply. We conducted a 2x2x2 between-subjects experiment with N = 191 participants. The results suggest that individuals respond more favourably to a high-sincerity employer than to a low-sincerity brand. However, while a high-excitement consumer brand may positively impact individuals' intention to apply, the results indicate that a high-excitement employer brand negatively affect application intention, as the latter leads to a reduction in employer brand trust.