Cultural aspects of Employer Branding: A comparison of university students in Western Europe and Eastern Asia
Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
This thesis is a quantitative study which deals with cultural aspects of Employer Branding with the focus on explaining the cultural aspects which can be important in Employer Branding rather than discussing Employer Branding itself. It examines the wishes and expectations about the future career among 6177 students at top universities in Eastern Asia and in 9972 in Western Europe. It further investigates the differences and similarities between the two groups. The results are analyzed by using a theoretical framework based upon theories about Cultural differences/similarities developed by Hofstede, McSweeney, Williamsson, Smith and Fang. It argues that Hofstede’s classical predominant paradigm which would suggest big differences between the students in Western Europe and Eastern Asia does not provide a sufficient explanation of modern cultural phenomena.
Place, publisher, year, edition, pages
IdentifiersURN: urn:nbn:se:su:diva-5681OAI: oai:DiVA.org:su-5681DiVA: diva2:195557