THE ROLE OF BRAND EQUITY AND BRAND AWARENESS IN ATTRACTING OF NEW GRADUATED ENGINEERS IN CONSTRUCTION SECTOR IN TURKEY

Abstract

One of the conditions for sustainability of a company is to strategically attract and retain young personnel in accordance with the market rate which have received required education, who believe in the goals and aspirations of the organization and are dedicated to ensuring the success of the organization To identify these young brains and recruit them to the organization for long terms is a very difficult task especially in today’s communication and fast consumer society. The aim of this study is to investigate whether brand awareness/brand equity influences the attraction of new graduated and university students in the Turkish construction sector.

One of the conditions for sustainability of a company is to strategically attract and retain young personnel in accordance with the market rate which have received required education, who believe in the goals and aspirations of the organization and are dedicated to ensuring the success of the organization To identify these young brains and recruit them to the organization for long terms is a very difficult task especially in today’s communication and fast consumer society. The aim of this study is to investigate whether brand awareness/brand equity influences the attraction of new graduated and university students in the Turkish construction sector.