The article has theoretical-empirical character. In the theoretical part on the base of the results of cognitivecritical analysis of world literature the meaning of potential employees' connotations with a future employer was presented. The special attention was paid to the key role of these connotations in the case of an university as the employer. Universities should shape their image among young participants of outer labour market on the base of buiding the positive connotations. They can be diversified depending on the demographical features. The fact of lack of researches in this scope was underlined. So there is the cognitive and research gap. In this article the following goals were to be realized: identifying connotations with an university as the future employer among women and men; conducting the comparison of identified connotations etc. 2 research hypotheses were formulated. In the process of gaining mentioned goals and checking the both hypotheses the empirical research were realized. These research covered representatives of young potential employees. To gather the primary data the method of questionnaire survey was applied. Gathered data were analyzed statistically. The method of factor analysis was applied and the Kruskal-Wallis test was used. The results of these analyses showed that connotations of women were different from connotations of men. Statistical significance was identified in the case of positive connotations mainly.
The article has the theoretical-empirical character. The problems related to the meaning of connotations with an university as an employer among potential employees were presented. In the theoretical part the method of the cognitive-critical analysis of the world literature on image management, marketing and human resources management was applied. On the base of the results of this analysis the key role of the potential employees' connotations with the employer in the process of image creation was underlined. There are not considerations in this scope connected with an university as an employer in the literature. So, one can state that two gaps (cognitive and research) exist. That's why in the article the following aims were to be gained: identifying young potential employees' connotations with an university as an employer, defining the changes of these connotations, grouping identified connotations etc. To prepare the empirical part the method of questionnaire research (to gather primary data) and the methods of quantitative analysis (including average rating analysis and comparative analysis) were applied. The results showed that respondents' connotations with an university as an employer were worst in 2018 in the comparison to 2016 year. It's reflected in the growth of values of five average ratings in the case of negative connotations as well as in the decrease of values of some average ratings in the case of positive ones.
In the article the chosen aspects related to perceiving the university in the role of employer by young potential employees are presented. This paper has the theoretical-empirical character. In the theoretical part on the results of cognitive-critical analysis of the world literature the necessity to form the employer's image in the case of universities is underlined. This activity becomes more and more important because of the growth of challenges staying before universities. Despite this there is the visible theoretical and research gap in the scope of analysing this group of subjects as the employers. Its reduction should be started from identifying the connotations which potential employees have in the case of universities as the employers. It was one of the main research goals of the article. In the empirical part of the paper the results of primary research conducted among representatives of mentioned segment of market are presented. On the base of the results of factor analysis conducted in the case of women and in the case of men two research hypotheses were verified preliminarily. It can be stated that women perceive universities in the role of employer worse than men.
The article is theoretical-empirical in its character. The problems of external image of university as an employer were presented. In the theoretical part the different approaches to image and its determinants were analysed. There is the lack of researches related to image aspects of university activities, including aspects connected with its external image. The empirical part of this article is based on the results of the field researches. The way of perceiving of university as an employer by segment of young potential employees was identified and analysed. 4 research hypotheses were verified. They were formulated in the relation to connotations with university as the place of work. It was mainly consociated with possibilities of development and self-realization. Connotations with high salary, feelings of stabilization and high social prestige were weaker. In this way only one hypothesis (H4) was confirmed. It is very important prompt for universities to improve their image activities.
This paper outlines the importance of the studies of EU external perceptions in the Asia-Pacific region in the times of global multipolar redesign and an ongoing eurozone sovereign debt crisis. It links understanding of the concepts of EU external images and EU international ‘branding’ to the conduct of the EU’s foreign policy. The paper also details the methodology of the transnational comparative research project ‘The EU in the Eyes of Asia Pacific’ which informs all contributions to this Issue. The paper then presents those contributions which explore EU external perceptions in nine Asia-Pacific locations, members of the Asia-Europe Meeting (ASEM) process: China, Japan, South Korea, India, Singapore, Thailand, Australia, New Zealand, and Russia.
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Zwei Hauptfunktionen eines derartigen Milieus lassen sich daher erkennen:
– Die Reduzierung von Unsicherheiten der Umweltbedingungen durch lokale und