THE MEASUREMENT OF EMPLOYEE-BASED BRAND EQUITY IN A CORPORATE UNIVERSITY(A CASE STUDY IN THAILAND)

The growing number of corporate universities has changed the nature of the labor market. Organizations dispense funds to students studying at their corporate universities. The purpose for sponsoring a student for an education is to have specific skilled employees required by the parent organization and to enhance its competitive advantage in the labor market. A lack of understanding of the role that the corporate brand plays in the corporate university market place and its impact on the corporate university s students creates difficulties for the actionable conceptualization of corporate brand strategy. The aim of this research is to investigate the impact of corporate brand on corporate university students, using the measurement of employee-based brand equity (EBBE). Empirical evidence from this research demonstrates that corporate university students develop psychological attachment to the corporate brand they work and study for. This research encourages the integration of marketing literature with human resources literature and makes effective the use of management knowledge in both fields. The outcome of this research can be applied in various fields to maximize the impact of corporate brand. strategy. This research was supported by the PIM research grant.