Personality Congruence Among Brands, Recruiters, and Applicants During the Anticipatory Socialization Process. (November 2019)

• Record Type: Journal Article
• Authors: Kang, Alice Yeonjung; Legendre, Tiffany S.; Cartier, Elizabeth A.
• Is Part Of: Journal of hospitality & tourism research. Volume 43:Number 8(2019)
• Page Start: 1302
• Page End: 1325
• Publication Date: 2019-11
• Subjects: brand personality congruence -- internal brand management -- recruiters -- perceived level of job opportunities -- anticipatory socialization process; Hotel management -- Study and teaching -- Periodicals; Restaurant management -- Study and teaching -- Periodicals; Food service management -- Study and teaching -- Periodicals; 647.068
• DOI: 10.1177/1096348019861746
• Languages: English
• ISSNs: 1096-3480

Abstract

Drawing on congruence theory, this study aims to examine the impact of internal brand management, perceived level of job opportunities, and their interaction effects on job applicants during the anticipatory socialization process in the hospitality industry. Data were collected from students and job seekers in the hospitality industry with qualitative (focus group interview) and quantitative approaches (2 × 2 and 2 × 2 × 2 between-subjects quasi-experimental design). The findings indicate that recruiters who receive internal brand management have a positive impact on applicants' congruence perception toward the brand. Furthermore, this effect becomes stronger when candidates perceive employment opportunities as abundant, which increases job attraction and job pursuit intentions.