Brand Response-Effects of Perceived Sexual Harassment in the Workplace by ProQuest

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Although sexual harassment literature indicates significant relationships between sexual harassment and both individual and organizational outcomes, no published research has examined the effects of sexual harassment on attitude and behavioral brand-related factors of potential job applicants. To help close this research gap, a structural equation model that relates perceived sexual harassment in the workplace to attitudes toward the brand, brand image, and intentions to work for a firm, is developed and tested. Using data from undergraduate business students, the empirical results provide support for these relationships and the structural equation model. [PUBLICATION ABSTRACT]

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									                                      Sierra, Compton and Frias-Gutierrez                                   175




          Brand Response-Effects of
         Perceived Sexual Harassment
               in the Workplace
                                        Jeremy J. Sierra1
                               Texas State University – San Marcos

                                       Nina Compton
                                  New Mexico State University

                                   Kellilynn M. Frias-Gutierrez
                                    The University of Arizona


        Although sexual harassment literature indicates significa
								
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