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The influence of images on organizational attractiveness: comparing Chinese, Russian and US companies in Germany

Lookup NU author(s): Dr Benjamin Bader



This is the authors' accepted manuscript of an article that has been published in its final definitive form by Routledge, 2018.

For re-use rights please refer to the publisher's terms and conditions.


In developed markets, Emerging Market Multinational Enterprises’ (EMNEs) organizational attractiveness may crucially depend on applicants’ country and corporate character images (CCIs). Applying image and signaling theory, this study compares the influence of these images on the organizational attractiveness of Chinese, Russian and US companies in Germany. Employing data from 287 German business students, findings show that applicants prefer US over Chinese and Russian companies as future employers, confirming the existence of the liability of emergingness. Moreover, findings indicate gender differences in applicants’ attraction toward EMNEs. In particular, female applicants are less attracted to EMNEs with a bad CCI than male applicants are.

Publication metadata

Author(s): Held K, Bader B

Publication type: Article

Publication status: Published

Journal: International Journal of Human Resource Management

Year: 2018

Volume: 29

Issue: 3

Pages: 510-548

Online publication date: 19/05/2016

Acceptance date: 02/04/2016

Date deposited: 16/01/2019

ISSN (print): 0958-5192

ISSN (electronic): 1466-4399

Publisher: Routledge


DOI: 10.1080/09585192.2016.1173085


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