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Engagement en el lugar de trabajo bajo la mirada del branding.

dc.contributor.advisorvan der Woude, Davidspa
dc.contributor.authorGómez González, Tomásspa
dc.coverage.spatialBogotá, D.C. - Colombiaspa
dc.coverage.temporal2020spa
dc.date.accessioned2021-07-28T20:33:47Z
dc.date.available2021-07-28T20:33:47Z
dc.date.created2021-07-16
dc.identifier.urihttp://hdl.handle.net/10726/4184
dc.description.abstractEn 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.tableofcontentsEstado del arte ; Marco teórico ; Metodología de la investigación ; Análisis de datos representativos de la investigación ; Conclusiones y recomendaciones.spa
dc.format.extent147 páginasspa
dc.format.mimetypeapplication/pdfspa
dc.language.isospa
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectEmployer Brandspa
dc.subjectEmployer Brandingspa
dc.subjectMarca empleadoraspa
dc.subjectEmployer Engagementspa
dc.subjectBrand Equityspa
dc.subject.ddc658.315 Relaciones empleador-empleadospa
dc.titleEngagement en el lugar de trabajo bajo la mirada del branding.spa
dc.rights.accessrightsinfo:eu-repo/semantics/openAccess
dc.subject.lembAdministración de personal - Investigacionesspa
dc.subject.lembEmpresas de servicios temporalesspa
dc.subject.lembEmpleados - Aspectos socialesspa
dc.subject.lembMarcas de empresas - Aspectos psicológicosspa
dc.subject.lembEfectividad organizacionalspa
dc.identifier.localMDM / G633e 2021spa
dc.rights.localAbierto (Texto Completo)spa
dc.type.versioninfo:eu-repo/semantics/acceptedVersion
dc.description.degreenameMagíster en Dirección de Marketing, CESA.spa
dc.identifier.instnameinstname:Colegio de Estudios Superiores de Administración - CESAspa
dc.identifier.reponamereponame:Repositorio Colegio de Estudio Superiores de Administración (CESA)spa
dc.identifier.repourlrepourl:https://repository.cesa.edu.co/
dc.rights.creativecommonsAttribution-NonCommercial-NoDerivatives 4.0 International*
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dc.publisher.grantorColegio de Estudios Superiores de Administración - CESAspa
dc.type.localTesis/Trabajo de grado - Monografía – Maestríaspa
dc.type.coarhttp://purl.org/coar/resource_type/c_bdcc
dc.contributor.orcidvan der Woude, David [0000-0003-1682-9481]
dc.type.driverinfo:eu-repo/semantics/masterThesis
dc.type.redcolhttp://purl.org/redcol/resource_type/TM
dc.type.coarversionhttp://purl.org/coar/version/c_ab4af688f83e57aa
dc.contributor.scopusvan der Woude, David [57204114134]


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