Examination of the Relationship between College Internship and Brand Image: A Case Study of ASUS Campus Execution Officer

• Main Authors: Chia-Hao Yang, 楊家豪
• Other Authors: Tsung-Shin Hsu
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/55740229809380292938

碩士 === 國立臺灣科技大學 === 工業管理系 === 99 === With the change in social structure and the increase in university graduates, university campus seems to become a small community. Students not only have to learn textbook knowledge, but also need to prepare in advance for the job. Therefore, many enterprises have proposed internship program for students need the experience of workplace during school time. For the students, internship program not only can increase the work experience, but also to experience the workplace earlier. For the enterprises, it’s much easier to recruit students who have great ability and influence on campus through the internship program. The interns can also be the representative of the enterprise to enhance the brand image in the campus. In this research, we proposed the examination of the relationship between college internship and brand image by questionnaire survey to the students who participate in ASUS Campus Execution Officer. The "Motivation", "Job Performance", "Job Satisfaction" and "Organizational Commitment" are the main dimensions of the questionnaire. We studied the association, predictability and influence between all the dimensions to inter how the college internship made impact on brand image. The results have been found that when students participate in internships, they hope to get the work experience earlier, get more self-identity and make more friends through the internship program. On the contrary, economic factors are not important in their consideration. Furthermore, students who participate more will have higher satisfaction with the internship program. In addition to the works of the internship, the mentors and partners who students meet during the internship process will affect the "Job Satisfaction"of interns.When the ─Job Satisfaction∥ of interns is higher, they will have higher ─Organizational Commitment∥. Not only for the value of internship work but also for their work efforts. The interns will spread the good image of the enterprise in the campus. Therefore, the brand image of the enterprise will be significantly improved in the campus.