A STUDY OF BRAND IMAGE CHANGE ON ASSOCIATE JOINING AS FRESHER TO SETTLING AND BEING TO STEADY STATE IN IT COMPANY

Pankaj Kumar; Dr. Preeti Kulkarni

Pankaj Kumar Research Scholar, Dr. D. Y. Patil School of Management, Maharashtra, India.
Dr. Preeti Kulkarni Director, Dr. Moonje Institute of Management and Computer Studies, Maharashtra, India.

Keywords: BRAND IMAGE, ASSOCIATE JOINING, SETTLING, STEADY STATE IN IT COMPANY

Abstract

It has been observed that most of the companies while hiring the fresh graduate sign the bond with the employee. Why is it so? Because after joining in few months they start searching for new job and they quit the current job and organization. This is the existing trends in all IT’s companies. The main objective of this research paper to study the brand image in the mind of new joining and how the brand image change over the period of one year. What are the factor which impacts the brand change in mind of these new joiner over a period of time (i.e. while they are settling and becoming in steady state in a year). While joining they have some brand image in their mind and if they are satisfied with the organization they have joined they continue working or else they start developing negative opinion about the organization culture, ethics, work environment, provided growth, opportunities and career progression. They start realising their future is not secure in their current organization and may start looking for better opportunity outside. But these are just hypothesis which has triggered for the research to carry a research to understand how a brand image changes or remain the same to these fresh graduates at the time of joining IT organization till they settled and reaches to a steady state in one-year time taking various assignments.

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