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首页> 外文会议>Beihang University;Japan Industrial Management Association Chugoku-Shikoku Branch;International conference on industrial management >THE MEASUREMENT OF EMPLOYEE-BASED BRAND EQUITY IN A CORPORATE UNIVERSITY(A CASE STUDY IN THAILAND)
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THE MEASUREMENT OF EMPLOYEE-BASED BRAND EQUITY IN A CORPORATE UNIVERSITY(A CASE STUDY IN THAILAND)

机译：公司大学中以员工为基础的品牌权益的衡量（以泰国为例）

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The growing number of corporate universities has changed the nature of the labor market.Organizations dispense funds to students studying at their corporate universities.The purpose for sponsoring a student for an education is to have specific skilled employees required by the parent organization and to enhance its competitive advantage in the labor market.A lack of understanding of the role that the corporate brand plays in the corporate university market place and its impact on the corporate university's students creates difficulties for the actionable conceptualization of corporate brand strategy.The aim of this research is to investigate the impact of corporate brand on corporate university students,using the measurement of employee-based brand equity (EBBE).Empirical evidence from this research demonstrates that corporate university students develop psychological attachment to the corporate brand they work and study for.This research encourages the integration of marketing literature with human resources literature and makes effective the use of management knowledge in both fields.The outcome of this research can be applied in various fields to maximize the impact of corporate brand strategy.This research was supported by the PIM research grant.
机译：越来越多的公司大学改变了劳动力市场的性质，组织将资金分配给在其公司大学学习的学生。资助学生接受教育的目的是拥有上级组织所要求的特定熟练员工并增强其能力。缺乏对企业品牌在企业大学市场中所扮演的角色及其对企业大学学生的影响的理解，为企业品牌战略的可行概念化创造了困难。本研究的目的是通过基于员工的品牌资产（EBBE）的量度来调查企业品牌对企业大学生的影响。本研究的经验证据表明，企业大学生对工作和学习的企业品牌产生了心理依恋。鼓励整合营销素养借助人力资源文献，可以有效地利用这两个领域的管理知识。本研究的结果可以应用于各个领域，以最大程度地发挥企业品牌战略的影响力。此项研究得到了PIM研究资助的支持。

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