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The Moderating Role of Culture Values on the Relationship between Role Model and Employees' Brand in the Medium Contact Services

by Lalida Kaewshai; Kriengsin Prasongsukarn

Title:

The Moderating Role of Culture Values on the Relationship between Role Model and Employees' Brand in the Medium Contact Services

Author(s):

Lalida Kaewshai
Kriengsin Prasongsukarn

Issued date:

2015-11

Citation:

International Conference of Inclusive Innovation and Innovative Management (ICIIIM 2015

Abstract:

Prior to the internal branding and human resource management, employers’ brand was considered as a vital and powerful tool to support organizations’ sustainable development and employer-employee relationship. In line with this notion, employer branding is known as an adherent of a brand promise for internal branding, and employer brand emphasizes on employer’s reputation that support communication with external constituencies. To consider about the adherent of employer branding, a role model would be one powerful tool. However, the gap between employer and employee relationship still exists. Adapting the role model would fill the gap. The internal branding from a role model who is an employee from the same level would be more effective. This paper aims to address the conceptual linkage between role model and employees’ brand. In the realistic world, the role model approach may not applicable in every culture condition. Therefore, culture values are considered as a moderator in this conceptual relationship. Firms should understand an inside environment in order to manipulate an appropriate tactic for employees’ branding.

Keyword(s):

Employees’ brand
Role model
Culture values
Role model

Resource type:

Conference Paper

Extent:

1 pages

Type:

Text

File type:

application/pdf

Language:

eng

Rights holder(s):

Lalida Kaewshai
Kriengsin Prasongsukarn

URI:

http://repository.au.edu/handle/6623004553/21234
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Copyright © Assumption University.
All Rights Reserved.

Contact Us

The St. Gabriel's Library   
Hua Mak Campus  
Ramkhamhaeng 24, Hua Mak  
Bangkok Thailand 10240  
Tel.: (662) 3004543-62 Ext. 3402  
Fax.: (662) 7191544  
E-Mail Library : library@au.edu  


The Cathedral of Learning Library
Suvarnabhumi Campus
Bang Na-Trad Km. 26 Bangsaothong
Samuthprakarn Thailand 10540
Tel.: (662) 7232024, 7232025
Fax.: (662) 7191544
E-Mail Library : library@au.edu
 

 

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