Reconsidering the dimensionality and measurement of employer brand in the Chinese context

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Fei Zhu
Zhen Wang
Qiushi Yu
Tianlong Hu
Yueran Wen
Yu Liu
Cite this article:  Zhu, F., Wang, Z., Yu, Q., Hu, T., Wen, Y., & Liu, Y. (2014). Reconsidering the dimensionality and measurement of employer brand in the Chinese context. Social Behavior and Personality: An international journal, 42(6), 933-948.


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We investigated the dimensionality of employer brand in the Chinese context and developed a scale to assess its underlying dimensions. We conducted 4 focus-group interviews to explore the domain content and components of employer brand. Based on the qualitative interviews, we conducted a survey (N = 912) to develop and validate the employer brand scale. The results revealed a 5-dimensional structure of employer brand in the Chinese context, which implied that explicit functional factors predominate the Chinese employer brand rather than the functional-symbolic structure of that prevails in the Western context. Among the 5 dimensions, work-life effectiveness and organization mark seemed unique to the Chinese context while the other 3 dimensions were similar to those found in the Western context. Testing of a 29-item scale representing the 5 dimensions showed good psychometric properties. This research contributes to the understanding of employer brand and how it is perceived by job applicants in a culture outside of the Western world.

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