3664 
4040与面向消费者的商业品牌不同，雇主品牌是组织作为雇主为吸引潜在员工和留住现有员工而建立的品牌。现有研究表明，良好的雇主品牌可以促进员工的工作敬业和口碑行为。然而，本文将雇主品牌区分为工具性（有形因素，如薪酬和工作条件）和象征性（无形因素，如雇主形象）两个维度，基于对451名员工展开的实证研究发现，这两个维度在驱动员工的工作敬业和口碑行为上并非都是有效的。只有工具性维度能通过提高员工的工作获得感和组织自尊而对工作敬业和口碑行为产生积极作用，而象征性维度并不能起到这样的作用。这些发现能够为组织精准把握雇主品牌建设的着力方向提供指导。
雇主品牌的“里”和“面”：驱动员工敬业与口碑的有效性研究
摘要
参考文献
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引用本文
陈建安, 顾杏, 程爽. 雇主品牌的“里”和“面”：驱动员工敬业与口碑的有效性研究[J]. 外国经济与管理, 2021, 43(3): 107-118.
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