The Impact of Corporate Image Towards Job Applying Intention of Graduating University Students
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Abstract
This research is conducted with the purpose to study the relationship between a corporate image and a job applying intention of graduating university students, focusing on three dimensions of a corporate image; (1) Product/Service image (2) Employer image, and (3) CSR image, and further examine the strongest predictor that can determine a job applying intention of graduating university students. A Theory of Planned Behavior, which has been widely used in investigating and predicting human intentions in various fields of study, was applied in this study to examine the job applying intention behavior of graduating university students in the Thailand context. The data was gathered using purposive sampling by distributing questionnaires to 408 respondents drawn from 8 universities, both public and private universities in Bangkok and the vicinity. The results from correlation analysis showed a moderate level of relationship between a corporate image and a job applying intention. In this regard, an ‘Employer image’ had the highest values of moderate relationship, compared to other dimensions. The model test for a corporate image variable using a Confirmatory Factor Analysis (CFA) also affirmed that an ‘Employer image’ had the highest factor loading values at 0.89. Besides, another model test for a job applying intention variable showed that an ‘Individual’s attitude’ had the highest factor loading values at 0.89, compared to other observed variables entered in the model. In addition, the multiple regression analysis further indicated that a ‘CSR image’ dimension had the strongest predictive power to determine a job applying intention. To be specific, 28.2% of the variation in a CSR image of a studying company can explain the variation in a job applying intention of graduating university students.
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