雇主品牌评估模型及运用——联想度的纳入及综合评估模型的修正

Evaluation Model and Application of Employer Brand: Brand Association Added and Revision of Comprehensive Evaluation Model

品牌联想度不仅是产品品牌形象及品牌资产的重要组成部分,也包含在雇主品牌内核之中。然而,在雇主品牌评估中,几乎没有将该指标纳入进来。从品牌及雇主品牌特性入手,通过对前期相关研究成果进行梳理,一方面论证了将"联想度"加入到外、内部雇主品牌指标体系的依据,另一方面也找到了这一领域研究的不足。在笔者的已往研究中,从认知度、美誉度、和谐度三方面构建了外部雇主品牌评价指标体系;从满意度、敬业度和忠诚度三方面构建了内部雇主品牌评价指标体系。本文将"联想度"分别加入了这两个指标体系中,对雇主品牌评估体系进行了修正。在此基础上,运用加权求和的方法,构建了雇主品牌综合评估模型,并对该模型的运用进行了说明。

Brand association is more than an important part of brand image and brand equity, and it is embedded in employ- er brand. However, it is nearly excluded from the evaluation of employer brand. According to the features of brand and employer brand, this article sorts out the previous researches. On one hand, it demonstrates the reasons to add ＂brand association＂ into the index system of external and internal employer brand. On the other hand, it shows the deficiencies in this field. In the previ- ous researches, the external employer brand evaluation index system is constructed from cognition, reputation and harmony, while the internal indexes include employee satisfaction, employee engagement and employee loyalty. This article adds ＂brand associa- tion＂ in the two index systems respectively and revises the evaluation system of employer brand. On that basis, it constructs a comprehensive evaluation model of employer brand through weighted sum method, and it describes the use of this model by an an- alytic hierarchy process and fuzzy comprehensive evaluation method.