The Study of Employer Branding, Internal Branding and Branding Outcomes in Hotel Industry from the Perspective of Institutional Context and Resource-based view
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- Englisch ausgewählt
Fr. 37.90
inkl. gesetzl. MwSt.,
Beschreibung
Produktdetails
Einband
Taschenbuch
Erscheinungsdatum
02.06.2017
Verlag
¿¿¿¿¿¿¿Seitenzahl
128
Maße (L/B/H)
22/15/0.9 cm
Gewicht
209 g
Sprache
Englisch
ISBN
978-3-330-82531-4
Based on the importance of employer branding, this study intends to reorganize and interpret literatures in employee branding process and by SEM, probe into causal relationship among employer branding, internal branding mechanism, and internal branding outcomes. Regarding the value of employer brand as the core competence, how to train employees who have the right service brand attitude and behavior delivering brand promise to customers through the process of internal branding to create a competitive advantage in international tourism hotels. This study suggests that firm-specific resources can be sustainable competitive advantages that compensate for the local institutional context.
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