The role of corporate brand and product brand in consumer decisions is well documented in marketing literature. However, the application of these brands in human resource management has received little attention. In this paper, we examine the relationship between an organization's product brand and employer brand; and corporate brand and employer brand; and their subsequent impact on job seekers’ intention to apply. Using a standard questionnaire, we collected 619 responses about corporate brand, and product brand and employer brand of 11 organizations. We find that a strong corporate brand positively contributes to the employer brand dimensions, and employer brand fully mediates the relationship between corporate brand and intention to apply. However, a product brand may not provide sufficient information for making job‐related decisions; therefore, the efficacy of job advertisement showing great products/services by the employer need to be reassessed. Managerial implications, the results and future research directions are provided.

中文翻译：

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品牌在招聘中的作用：雇主品牌资产的中介作用

市场营销文献充分记录了公司品牌和产品品牌在消费者决策中的作用。但是，这些品牌在人力资源管理中的应用很少受到关注。在本文中，我们研究了组织的产品品牌与雇主品牌之间的关系；企业品牌和雇主品牌；以及它们对求职者申请意愿的后续影响。使用标准问卷，我们收集了619个有关11个组织的公司品牌，产品品牌和雇主品牌的回答。我们发现，强大的企业品牌可以为雇主品牌的规模做出积极贡献，而雇主品牌可以充分调解企业品牌与申请意向之间的关系。但是，产品品牌可能无法提供足够的信息来做出与工作相关的决策；因此，需要重新评估雇主展示优质产品/服务的招聘广告的效果。提供了管理上的意义，结果和未来的研究方向。