The purpose of this study is mainly to discuss the relationship between employer brand, perceived external prestige and word-of-mouth referral. Most of the previous studies about employer brand focus on its recruitment function and also word-of-mouth are mostly applied on the product decision-making. Therefore, this study is seeking to discover the influence of employer brand on triggering employees¡¦ perceived external prestige. By the process of identifying the organization, employees will further have word-of-mouth referral toward public and find the proper potential employees who will be the human capital and further be the competitive advantages for organization.
This study uses two questionnaires to collect data from two levels. One of the objects of this study is human resource managers or human resource staffs who have recruitment experiences. Another one is the employee in the firm. There are 34 valid questionnaires of organizational- level and 311 valid questionnaires of individual-level. By adapting the hierarchical linear model to analyze the data and get the result: the employer brand has partially positively influence on word-of-mouth referral, the employer brand has positively influence on the perceived external prestige, the perceived external prestige has positively influence on word-of-mouth referral and the perceived external prestige has partially mediate the positively influence on the relationship between employer brand and word-of-mouth referral.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0628111-134628 |
| Date | 28 June 2011 |
| Creators | Liu, Wan-yu |
| Contributors | Shyh-Jer Chen, Jin-Feng Uen, Liang-Chih Huang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0628111-134628 |
| Rights | not_available, Copyright information available at source archive |
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