Abstract
This research paper’s objective is to facilitate the researches, academicians and marketing and HR practitioners gain insights on the corporate image building concept in the context of HR practices and to provide research opportunities in the area of corporate image building in Indian IT sector. Adopting the inductive and conceptual theory building approach with a qualitative research method for data collection and data analysis has been used. Data was collected from hundred respondents specifically professionals from IT companies, namely HCL, Infosys, IBM, Wipro, TCS and Accenture. In this research, IT company-specific conceptual perspective have been integrated and extracted to formulate a conceptual framework that includes three main variables (1) employer branding (2) corporate social responsibility (3) corporate social performance and results indicates that these variables play a significant role in corporate image building in Indian IT companies. Also, this research provides and suggests innovative measures for corporate image building through HR practices in Indian IT sector.
Published Version
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