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A Conceptualization of the Employee Branding Process
Authors:Sandra Jeanquart Milesa; Glynn Mangold

是这篇么？用心理契约理论解释Brand Image。

A Conceptualization of the Employee Branding Process  
Authors: Sandra Jeanquart Milesa; Glynn Mangoldb [ show biographies ]
Biographies:   Sandra Jeanquart Miles, DBA, SPHR, is Professor of Management, Department of Management, Marketing and Business Administration, College of Business and Public Affairs, Murray State University, Murray, KY 42071 sandy.miles@murraystate.edu. Dr. Miles is certified as a Senior Professional of Human Resources by the Human Resource Certification Institute. She has published many articles pertaining to human resource issues and supervisory and subordinate relations. Dr. Miles has also held several leadership positions in the Midwest Academy of Management and the Society for Human Resource Management.
Glynn Mangold, PhD, is Professor of Marketing, Department of Management, Marketing and Business Administration, College of Business and Public Affairs, Murray State University, Murray, KY 42071 glynn.mangold@murraystate.edu. While much of his research has focused on the marketing of services, Dr. Mangold's academic interests are diverse with over thirty peer-reviewed publications to his credit. He has served as Editor of the Journal of Business and Public Affairs, Electronic Resources Editor for Marketing Education Review, and is a member of the editorial review boards for a number of journals.



Abstract
We propose a conceptual model of the employee branding process in which the employee brand image is driven by the messages employees receive and the mechanisms within employees' psyches that enable them to make sense of those messages. The model identifies various sources through which messages are delivered and describes the contributions of those sources to the employee branding process. The psychological contract is identified as a perceptual mechanism central to the employee branding process. The model specifies the consequences of the employee branding process and describes a feedback loop through which managers can monitor the process.  
Keywords: Employee branding; internal marketing; psychological contracts  
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Affiliations:   a Management, Department of Management, Marketing and Business Administration, College of Business and Public Affairs, Murray State University, Murray, KY, USA
b Marketing, Department of Management, Marketing and Business Administration, College of Business and Public Affairs, Murray State University, Murray, KY, USA


DOI: 10.1300/J366v03n02_05
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Published in:  Journal of Relationship Marketing, Volume 3, Issue 2 & 3 October 2004 , pages 65 - 87
Publication Frequency: 4 issues per year
Also incorporating: Journal of Customer Service in Marketing & Management