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


  • Kim, Kyung Hoon
  • Jeon, Byung Joo
  • Jung, Hong Seob
  • Lu, Wei
  • Jones, Joseph


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.

Suggested Citation

  • Kim, Kyung Hoon & Jeon, Byung Joo & Jung, Hong Seob & Lu, Wei & Jones, Joseph, 2011. "Effective employment brand equity through sustainable competitive advantage, marketing strategy, and corporate image," Journal of Business Research, Elsevier, vol. 64(11), pages 1207-1211.
  • Handle: RePEc:eee:jbrese:v:64:y:2011:i:11:p:1207-1211
    DOI: 10.1016/j.jbusres.2011.06.024

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    References listed on IDEAS

    1. Fournier, Susan, 1998. " Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Oxford University Press, vol. 24(4), pages 343-373, March.
    2. Lemmink, Jos & Schuijf, Annelien & Streukens, Sandra, 2003. "The role of corporate image and company employment image in explaining application intentions," Journal of Economic Psychology, Elsevier, vol. 24(1), pages 1-15, February.
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    Cited by:

    1. Wei, Yu-Chen & Chang, Chao-Ching & Lin, Liang-Yang & Liang, Shih-Chen, 2016. "A fit perspective approach in linking corporate image and intention-to-apply," Journal of Business Research, Elsevier, vol. 69(6), pages 2220-2225.


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