International employer brand management : a multilevel analysis and segmentation of students preferences Intro Foreword Preface Table of Contents List of Figures List of Tables List of Abbreviations 1 Introduction 1.1 Introduction to the Topic of International Employer Branding 1.2 Research Objective and Methodology 1.3 Thesis Structure 2 Theoretical Background and Literature Review 2.1 Core Concepts of Employer Branding 2.1.1 Employer Attractiveness and Related Concepts 2.1.2 Employer Branding and Corporate Branding 2.1.3 Functions of Employer Brands 2.1.4 Objectives of Employer Branding 2.2 Theoretical Foundations of Employer Branding 2.2.1 Social Identity Theory and Person Organization Fit 2.2.2 Psychological Contract Theory 2.2.3 New Institutional Economics 2.3 Overview of Domestic and International Research on Employer Branding 2.4 Conclusion and Need for Further Research 3 Conceptual Framework and Deduction of Hypotheses 3.1 Micro Level: Contributions from Research in Recruitment Employer Branding Organizational Attractiveness and Consumer Behavior 3.1.1 The Benefit Oriented View of the Employer Brand 3.1.2 Individual Determinants of Attribute Evaluation 3.2 Macro Level: Contributions from Cross Cultural Research 3.2.1 Country Based Differences in Attribute Evaluation 3.2.2 The Globalization Debate 3.2.3 Standardization versus Adaption 3.2.4 Convergence Divergence Crossvergence 3.2.5 Conceptualizations of Culture and Findings on Cultural Influence 3.2.6 The Conceptualization of Culture in Project GLOBE 3.3 Research Models 3.4 Employer Branding Strategy: Contributions from International Marketing 3.4.1 International Market Segmentation 3.4.2 Targeting and Positioning 3.5 Conclusion 4 Research Methodology and Data Basis 4.1 Cross Cultural Research 4.1.1 Problem Definition 4.1.2 Developing an Approach.