The Study of Employer Branding, Internal Branding and Branding Outcomes in Hotel Industry. From the Perspective of Institutional Context and Resource-based view

      Аннотация: Based on the importance of employer branding, this study intends to reorganize and interpret literatures in employee branding process and by SEM, probe into causal relationship among employer branding, internal branding mechanism, and internal branding outcomes. Regarding the value of employer brand as the core competence, how to train employees who have the right service brand attitude and behavior delivering brand promise to customers through the process of internal branding to create a competitive advantage in international tourism hotels. This study suggests that firm-specific resources can be sustainable competitive advantages that compensate for the local institutional context.

Ключевые слова: Employee Retention, Employer Branding, internal communication, Brand value, TMT leadership, Service-oriented HRM practices, Institution context