Rola zachowań obywatelskich w kreowaniu wewnętrznego wizerunku pracodawcy

• Autorzy: Dariusz Turek

Warianty tytułu

Role of citizenship behaviors in creating internal employer branding

• Języki publikacji: PL

Abstrakty

W artykule zaprezentowano związki pomiędzy kreowaniem wewnętrznego wizerunku a organizacyjnymi zachowaniami obywatelskimi. Wskazano, że zachowania wykraczające poza rolę zawodową mogą być jednym z ważnych elementów budujących wizerunek pracodawcy. Dokonano charakterystyki zachowań obywatelskich nakierowanych na budowanie marki tzw. "brand citizenship behaviors", a także omówiono wyniki badań empirycznych nad związkami zachowań obywatelskich a kreowaniem wizerunku. Przedstawiono również ogólny model ukazujący determinanty i skutki zachowań obywatelskich nakierowanych na budowanie wizerunku. (abstrakt oryginalny)

EN

This article presents the relationship between internal branding and organizational citizenship behaviors. It was pointed out that the "extra role behaviors" may be one of the important predictors of "employer branding". Characteristic of brand citizenship behaviors was described, and the results of empirical research on the relations between the brand citizenship behaviors and brand management were discussed. The paper also presents a general model of the determinants and consequences of brand citizenship behaviors. (original abstract)

Słowa kluczowe

PL

Wizerunek przedsiębiorstwa; Wizerunek pracodawcy; Behawioryzm; Społeczeństwo obywatelskie

EN

Company image; Employer branding; Behaviourism; Civic society

• Czasopismo: Edukacja Ekonomistów i Menedżerów : problemy, innowacje, projekty
• Rocznik: 2013
• Numer: nr 4 (30)
• Strony: 25--39

Twórcy

autor

Dariusz Turek

• Szkoła Główna Handlowa w Warszawie

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Identyfikatory

DOI

10.5604/01.3001.0009.4611