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The impact of employer branding on job application intention: Evidence from business undergraduates in Vietnam

Nguyen, Minh Tuan and Huynh, Cong Minh (2022): The impact of employer branding on job application intention: Evidence from business undergraduates in Vietnam. Published in:

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Abstract

This study aims to figure out the impact of employer branding perception on job application intention of business undergraduates in three main provinces of Southeast Vietnam, including Binh Duong, Dong Nai, and Ho Chi Minh City. The result shows that Task Attractiveness, Payment Attractiveness, and Working Atmosphere positively affect business undergraduates’ job application intention. However, our findings also show that the participants do not put a lot of attention on the Work-life Comfort factor and the Career Opportunities factor.

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