雇主品牌评估模型及运用——联想度的纳入及综合评估模型的修正

发布时间：2018-06-25 07:51

本文选题：雇主品牌 + 品牌联想度　；参考：《北京工商大学学报(社会科学版)》2013年01期

【摘要】：品牌联想度不仅是产品品牌形象及品牌资产的重要组成部分,也包含在雇主品牌内核之中。然而,在雇主品牌评估中,几乎没有将该指标纳入进来。从品牌及雇主品牌特性入手,通过对前期相关研究成果进行梳理,一方面论证了将"联想度"加入到外、内部雇主品牌指标体系的依据,另一方面也找到了这一领域研究的不足。在笔者的已往研究中,从认知度、美誉度、和谐度三方面构建了外部雇主品牌评价指标体系;从满意度、敬业度和忠诚度三方面构建了内部雇主品牌评价指标体系。本文将"联想度"分别加入了这两个指标体系中,对雇主品牌评估体系进行了修正。在此基础上,运用加权求和的方法,构建了雇主品牌综合评估模型,并对该模型的运用进行了说明。
[Abstract]:Brand association is not only an important part of product brand image and brand equity, but also included in employer brand kernel. However, this indicator is hardly included in employer brand evaluations. Starting from the brand and employer brand characteristics, through combing the previous related research results, on the one hand, it demonstrates the basis of the internal employer brand index system by adding "associative degree" to the outside. On the other hand, it also finds the deficiency of the research in this field. In the past studies, the author constructs the external employer brand evaluation index system from three aspects: recognition, reputation, harmony, and internal employer brand evaluation index system from three aspects: satisfaction, engagement and loyalty. In this paper, associative degree is added to these two index systems, and the employer brand evaluation system is revised. On this basis, the comprehensive evaluation model of employer brand is constructed by using the method of weighted summation, and the application of this model is explained.
【作者单位】：北京工商大学商学院;
【基金】：国家社会科学基金项目“中国品牌跨文化传播战略研究”(12BXW038) 教育部人文社会科学研究项目“我国现代服务业发展机制及对策研究”(12YJA790117)
【分类号】：F272.92

【相似文献】