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Engagement en el lugar de trabajo bajo la mirada del branding.
dc.contributor.advisor | van der Woude, David | spa |
dc.contributor.author | Gómez González, Tomás | spa |
dc.coverage.spatial | Bogotá, D.C. - Colombia | spa |
dc.coverage.temporal | 2020 | spa |
dc.date.accessioned | 2021-07-28T20:33:47Z | |
dc.date.available | 2021-07-28T20:33:47Z | |
dc.date.created | 2021-07-16 | |
dc.identifier.uri | http://hdl.handle.net/10726/4184 | |
dc.description.abstract | En un contexto donde existe un problema global por la disminución del talento humano, las organizaciones están buscando estrategias para atraer y retener empleados valiosos, en este sentido para Theurer et al., (2018, p. 155) el Employer Branding se convierte en un proceso útil para dar respuesta a los retos actuales de atracción y retención de talento. El Employer Brand involucra y promociona una visión clara de lo que hace la organización diferente y deseable como empleador, además de mantener a los empleados actuales activos y conscientes de la propuesta de valor de la firma y de los beneficios de tener compromiso para con la organización (Backhaus & Tikoo, 2004, p. 502; Hughes & Rog, 2008, p. 753). La presente investigación se basa en el proceso de Brand Equity que utilizó BareketBojmel (2019, p. 820) para medir la incidencia de la marca empleadora en el desempeño de los empleados, la cual, a través de una adecuada gestión, puede contribuir a mejorar la satisfacción, identificación, compromiso, lealtad y desempeño de los empleados. El modelo se afinó para medir el desempeño de la marca empleadora en una institución de educación superior de Bogotá, Colombia. Allí se pudo determinar que una adecuada gestión de marca contribuye a mejorar el compromiso y el apego actitudinal de los empleados con la organización. | spa |
dc.description.tableofcontents | Estado del arte ; Marco teórico ; Metodología de la investigación ; Análisis de datos representativos de la investigación ; Conclusiones y recomendaciones. | spa |
dc.format.extent | 147 páginas | spa |
dc.format.mimetype | application/pdf | spa |
dc.language.iso | spa | |
dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/4.0/ | |
dc.subject | Employer Brand | spa |
dc.subject | Employer Branding | spa |
dc.subject | Marca empleadora | spa |
dc.subject | Employer Engagement | spa |
dc.subject | Brand Equity | spa |
dc.subject.ddc | 658.315 Relaciones empleador-empleado | spa |
dc.title | Engagement en el lugar de trabajo bajo la mirada del branding. | spa |
dc.rights.accessrights | info:eu-repo/semantics/openAccess | |
dc.subject.lemb | Administración de personal - Investigaciones | spa |
dc.subject.lemb | Empresas de servicios temporales | spa |
dc.subject.lemb | Empleados - Aspectos sociales | spa |
dc.subject.lemb | Marcas de empresas - Aspectos psicológicos | spa |
dc.subject.lemb | Efectividad organizacional | spa |
dc.identifier.local | MDM / G633e 2021 | spa |
dc.rights.local | Abierto (Texto Completo) | spa |
dc.type.version | info:eu-repo/semantics/acceptedVersion | |
dc.description.degreename | Magíster en Dirección de Marketing, CESA. | spa |
dc.identifier.instname | instname:Colegio de Estudios Superiores de Administración - CESA | spa |
dc.identifier.reponame | reponame:Repositorio Colegio de Estudio Superiores de Administración (CESA) | spa |
dc.identifier.repourl | repourl:https://repository.cesa.edu.co/ | |
dc.rights.creativecommons | Attribution-NonCommercial-NoDerivatives 4.0 International | * |
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dc.publisher.grantor | Colegio de Estudios Superiores de Administración - CESA | spa |
dc.type.local | Tesis/Trabajo de grado - Monografía – Maestría | spa |
dc.type.coar | http://purl.org/coar/resource_type/c_bdcc | |
dc.contributor.orcid | van der Woude, David [0000-0003-1682-9481] | |
dc.type.driver | info:eu-repo/semantics/masterThesis | |
dc.type.redcol | http://purl.org/redcol/resource_type/TM | |
dc.type.coarversion | http://purl.org/coar/version/c_ab4af688f83e57aa | |
dc.contributor.scopus | van der Woude, David [57204114134] |