Industry image: Its impact on the brand image of potential employees

Abstract

Marketing science has so far devoted very limited attention to the determination of corporate brand images through industry images. Our research, therefore, addresses the question whether industry images determine corporate images and if so, which variables moderate the effect. To accomplish this, a conceptual framework is developed and evaluated in a quantitative, empirical research design. The results demonstrate that corporate brand image is indeed determined by the industry image, and that this determination is moderated by involvement and knowledge about the specifi c corporation.