The Relationship between Message Framing ofOrganizational Advertisement and PerceivedOrganizational Prestige.

• Main Authors: Guo-Rien Liu, 劉國聯
• Other Authors: Hsin-Hsin Lo
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/59094189543185238711

碩士 === 清雲科技大學 === 經營管理研究所 === 96 === This study examined the effect of message framing of organizational advertisement on the perceived organizational prestige. And, We also explored the moderating effect of message recipient’s characteristic about the relationship between message framing of organizational advertisement and the perceived organizational prestige. From the 200 effective responses,we got two results:(1) ‘Minority excellent’ message produces perceived organization prestige obviously is higher than perceived organization prestige which ‘Majority eximious’ message forms the image of advertisement in the university.(2)The message recipient’s characteristic does not have the moderating effect between the message type and perceived organization prestige. Generally speaking, ‘Minority excellent’ message produces perceived organization prestige is higher than perceived organization prestige which ‘Majority eximious’ message forms on organizational image of advertisement, it have not change because of the professor’s self-esteem and social-oriented achievement motivation. This study according to the findings, we suggested the managers when we designs the organizational image of advertisement, we should emphasize the ‘Minority excellent’ message more than the ‘Majority eximious’ message, it make job seeker arise from high perceived organizational prestige .It possibly attracts more high qualities the job seeker is willing to go to this university to seek employment.