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

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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.
Original languageEnglish
JournalThe International Journal of Human Resource Management
Issue number3
Pages (from-to)510-548
Number of pages39
Publication statusPublished - 04.02.2018

    Research areas

  • Management studies - Corporate character image, country image, emerging market multinational enterprises, liability of emergingness, organizational attractiveness, war for talent