Các yếu tố thương hiệu tác động đến quyết định chọn việc làm của Gen Z tại Popeyes khu vực Thành phố Hồ Chí Minh

Abstract

This study investigates the impact of brand factors on the employment decisions of Gen Z employees at the Popeyes fried chicken chain in Ho Chi Minh City. The research analyzes the role of branding in attracting talent in the food and beverage industry and explains the challenges in recruiting Gen Z personnel. The results show that factors including brand awareness, brand image, brand experience, and brand loyalty have a positive impact on wordof-mouth marketing, thereby indirectly influencing Gen Z employees' employment decisions. Among these, word-of-mouth marketing plays a crucial mediating role in the relationship between brand factors and employment decisions. Based on these results, this study proposes several managerial implications to help businesses in the food service industry build effective employer brands, thereby attracting and retaining young talent from Generation Z