Employer brandingla experiencia de la marca empleadora y su efecto sobre el compromiso afectivo

  1. Gavilán Bouzas, Diana
  2. Avello Iturriagagoitia, Maria
  3. Fernández Lores, Susana
Revista:
aDResearch: Revista Internacional de Investigación en Comunicación

ISSN: 1889-7304

Any de publicació: 2013

Número: 7

Pàgines: 58-75

Tipus: Article

DOI: 10.7263/ADRESIC-007-04 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Altres publicacions en: aDResearch: Revista Internacional de Investigación en Comunicación

Objectius de Desenvolupament Sostenible

Resum

En las dos últimas décadas, la importancia de la relación empleado-organización no ha dejado de aumentar. Este hecho ha impulsado la aplicación de los principios de marketing a la dirección de recursos humanos creando el cuerpo teórico del employer branding, cuyos objetivos prioritarios son atraer talento hacia la organización y comprometerlo. Diversos factores se han manifestado capaces de contribuir al compromiso con la marca. La presente investigación explora el concepto de experiencia de la marca empleadora y su impacto en el compromiso afectivo. Se propone una estructura tridimensional de la experiencia de la marca empleadora compuesta por la experiencia sensorial, la emocional y la intelectual, análoga a la experiencia de la marca comercial. Los resultados, obtenidos a través una muestra de empleados pertenecientes a diversos sectores y situaciones profesionales, ponen de manifiesto el impacto positivo de las tres formas experienciales descritas sobre el compromiso afectivo. Una experiencia positiva con la marca empleadora es importante para que el empleado desarrolle compromiso afectivo hacia ésta.

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