The impact of employer brand values on application intention: The serial mediating roles of employer attractiveness and perceived prestige

In the context of increasing competition in the labor market, this study examines how employer brand values influence application intention through the serial mediating roles of employer attractiveness and perceived prestige. Specifically, the study analyzes how five dimensions of employer brand value are translated into application intention through these two mediators. The findings show that four employer brand values have positive effects on employer attractiveness, while economic value has no statistically significant effect. Employer attractiveness positively influences perceived prestige, and both employer attractiveness and perceived prestige directly increase application intention. A key contribution of the study is the confirmation of the conceptual distinction between employer attractiveness and perceived prestige, as well as the mediating role of perceived prestige in the relationship between employer attractiveness and application intention in the Vietnamese context.