Understanding the factors that influence brand-image of a business school brand: a recruiters prospective
Paper
Paper/Presentation Title | Understanding the factors that influence brand-image of a business school brand: a recruiters prospective |
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Presentation Type | Paper |
Authors | Kavuri, Srinivas Phani (Author), Hafeez-Baig, Abdul (Author), Gururajan, Raj (Author) and Bhotta, Dinakar (Author) |
Editors | Kerr, Don, Blake, Jacqueline, Wang, Mingzhong and Tham, Aaron |
Journal or Proceedings Title | 24th Annual Conference of the Asia Pacific Decision Sciences Institute: Full papers |
Number of Pages | 10 |
Year | 2019 |
Place of Publication | Brisbane, QLD, Australia |
ISBN | 9781862728066 |
Web Address (URL) of Paper | https://www.apdsi2019.com/ |
Conference/Event | 24th Annual Conference of the Asia Pacific DecisionSciences Institute: Technology Supporting People and Decision Making |
Event Details | 24th Annual Conference of the Asia Pacific DecisionSciences Institute: Technology Supporting People and Decision Making Parent Conference of Asia-Pacific Decision Sciences institute Event Date 15 to end of 18 Jul 2019 Event Location Brisbane, Australia |
Abstract | This research paper studies the factors that influence recruiters’ decision making about potential employees due to brand-images of business school brands. It employs a descriptive literature design to list the impact of brand image on recruiters’ decision-making processes, the impact of alumni on the perception of recruiters, and the impact university ranking has on the recruitment and selection of business school students as employees during recruitment drives by recruiters. As such, it evaluates the factors that recruiters look for in a business school brands, the weight of these factors and then how the institutions’ alumni affect the recruiters’ decisions. The paper synthesized some of the factors through an extensive literature review that affects recruiters’ decision-making. it has become essential for all organizations to brand themselves in the spat of competition being experienced globally; thus, becoming a need for business schools too to create brand-images. The research paper briefly describes some of the literature; from the impact of brand image on recruiters’ decision-making process, the impact of alumni on the perception of recruiters, and the impact of university rankings on recruitment and selection processes. It employs inductive and deductive research approaches to evaluate the data from the literature and draw conclusions from it. The major limitation of the study is its heavy reliance on the conduced literature review. The credibility of the study could have been enhanced by adding data obtained during the interviews. |
Keywords | brand-image, recruiters, perception, factors affecting recruiter decisions, business school |
ANZSRC Field of Research 2020 | 460908. Information systems organisation and management |
Public Notes | No evidence of copyright restrictions preventing deposit of published paper. |
Byline Affiliations | SP Jain School of Global Management, Australia |
School of Management and Enterprise | |
Institution of Origin | University of Southern Queensland |
https://research.usq.edu.au/item/q55z2/understanding-the-factors-that-influence-brand-image-of-a-business-school-brand-a-recruiters-prospective
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