Understanding the factors that influence brand-image of a business school brand: a recruiters prospective

Kavuri, Srinivas Phani and Hafeez-Baig, Abdul and Gururajan, Raj and Bhotta, Dinakar (2019) Understanding the factors that influence brand-image of a business school brand: a recruiters prospective. In: 24th Annual Conference of the Asia Pacific Decision Sciences Institute: Technology Supporting People and Decision Making, 15-18 July 2019, Brisbane, Australia.

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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.


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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: No evidence of copyright restrictions preventing deposit of published paper.
Faculty/School / Institute/Centre: Current - Faculty of Business, Education, Law and Arts - School of Management and Enterprise (1 July 2013 -)
Faculty/School / Institute/Centre: Current - Faculty of Business, Education, Law and Arts - School of Management and Enterprise (1 July 2013 -)
Date Deposited: 12 Sep 2019 23:48
Last Modified: 13 Sep 2019 01:19
Uncontrolled Keywords: brand-image, recruiters, perception, factors affecting recruiter decisions, business school
Fields of Research : 08 Information and Computing Sciences > 0806 Information Systems > 080609 Information Systems Management
URI: http://eprints.usq.edu.au/id/eprint/37002

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