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Title: Brand Response-Effects of Perceived Sexual Harassment in the Workplace

Authors: Jeremy J. Sierra; Nina Compton; Kellilynn M. Frias-Gutierrez

Addresses: Author address listing can be found in the "About the Authors" section at the end of the article.

Abstract: Although sexual harassment literature indicates significant relationships between sexual harassment and both individual and organizational outcomes, no published research has examined the effects of sexual harassment on attitude and behavioral brand-related factors of potential job applicants. To help close this research gap, a structural equation model that relates perceived sexual harassment in the workplace to attitudes toward the brand, brand image, and intentions to work for a firm, is developed and tested. Using data from undergraduate business students, the empirical results provide support for these relationships and the structural equation model.

Keywords: Sexual harassment; workplace; brand image; job applicants; structural equation model.

DOI: 10.1504/JBM.2008.141166

Journal of Business and Management, 2008 Vol.14 No.2, pp.175 - 197

Published online: 05 Sep 2024 *