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    Effective employment brand equity through sustainable competitive advantage, marketing strategy, and corporate image

    Access Status
    Fulltext not available
    Authors
    Kim, K.H.
    Jeon, B.J.
    Jung, H.S.
    Wei, Lyu
    Jones, J.
    Date
    2011
    Type
    Journal Article
    
    Metadata
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    Citation
    Kim, K.H. and Jeon, B.J. and Jung, H.S. and Wei, L. and Jones, J. 2011. Effective employment brand equity through sustainable competitive advantage, marketing strategy, and corporate image. Journal of Business Research. 64: pp. 1207-1211.
    Source Title
    Journal of Business Research
    DOI
    10.1016/j.jbusres.2011.06.024
    Additional URLs
    http://www.sciencedirect.com/science/article/pii/S0148296311002116
    ISSN
    0148-2963
    URI
    http://hdl.handle.net/20.500.11937/38470
    Collection
    • Curtin Research Publications
    Abstract

    Traditional human resource management does not consider adopting a marketing approach in creating a positive company image to enable the recruitment of better employees. Recently, however, many scholars have attempted to apply marketing principles to recruitment management. Marketing can help create an effective image for a firm and position the firm as a good place to work. The study here examine ways marketing management relates to recruitment marketing in the hospital industry and finds that a hospital's sustainable competitive advantage, marketing strategy, and employment brand equity can influence the intention of medical doctors to pursue job opportunities.

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