An investigation of the factors effective in human resources branding and its effect on the reputation and brand of insurance industry
محل انتشار: مجله بین المللی رهبری سازمانی، دوره: 6، شماره: 2
سال انتشار: 1396
نوع سند: مقاله ژورنالی
زبان: انگلیسی
مشاهده: 301
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شناسه ملی سند علمی:
JR_IJOL-6-2_014
تاریخ نمایه سازی: 3 اسفند 1398
چکیده مقاله:
Internal branding is a novel strategy focuses on brand equity to ensure that the staff aim at improving the organizational reputation. Since the staffs are able to considerably effect the customer s purchase behavior, they have a key role in establishing the reputation. In this regard, human resource branding can improve the competitive aspects of organizations. Inspiring of this fact, the current research concentrates on theinsurance industry and addresses to identifying the important factors in human resource branding and its effects on reputation/brand in the mentioned area. For this aim, data are gathered from different Insurance branches in Alborz province and model confirmation is conducted based on the structural equations modeling and confirmatory factor analysis. After model confirmation, the experiments affirm that the human resource process has adirect effect on the competency, commitment and satisfactory. Subsequently, it is admissible that the three mentioned factors have adirect effect on reputation.
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نویسندگان
Esmaeil Rashidi
M.Sc. Student, Department of Industrial Engineering, Parand Branch, Islamic Azad University, Parand, Iran
Ghassem Farajpour Khanaposhtani
Assistant Professor, Department of Industrial Engineering, Parand Branch, Islamic Azad University, Parand,Iran