Strategic Management
kako citirati ovaj članak
podeli ovaj članak


  • citati u SCIndeksu: 0
  • citati u CrossRef-u:0
  • citati u Google Scholaru:[]
  • posete u poslednjih 30 dana:52
  • preuzimanja u poslednjih 30 dana:20


članak: 1 od 25  
Back povratak na rezultate
Online First
Do employees benefit from employer branding strategy? The mediator role of affective commitment
(naslov ne postoji na srpskom)
Univerzitet u Kragujevcu, Ekonomski fakultet, Srbija

(ne postoji na srpskom)
Background: The modern business environment has caused a radical changes in all human resource management activities. In order to retain a competent and talented workforce, business organizations should manage job satisfaction, which imposes the need for a well-designed and implemented human resource management strategy. Purpose: This study aims to examine the role of affective commitment as a mediator in the relationships between employer brand values and job satisfaction. Study design/methodology/approach: Empirical research was carried out on a sample of managers from 146 enterprises in the Republic of Serbia, and data was collected using a questionnaire technique. After implementing descriptive and correlation analysis, we used simple and multiple regression to examine the mediator effects, and the Sobel Z test. Findings/conclusions: Our findings present empirical evidence on the mediating effects of affective commitment in the previously listed relationships. Limitations/future research: There are just three values relevant to the development of an employer branding strategy included in the study and this is acknowledged as a limitation. According to the models available in the literature, further research will contain other relevant components of the employer brand.
Naknadno pridodat članak: provera, normiranje i linkovanje referenci u toku.
Abdul Rashid, Z., Sambasivan, M., & Johari, J. (2003). The influence of corporate culture and organisational commitment on performance. Journal of Management Development, 22(8), 708-728. https://doi.org/10.1108/02621710310487873
Aggerholm, H., Andersen, S. E., & Thomsen, C. (2011). Conceptualising employer branding in sustainable organisations. Corporate Communications, 16(2), 105-123. https://doi.org/10.1108/13563281111141642
Allen, N.J., & Meyer, J. P. (1990). The measurement and antecedents of affective, continuance and normative commitment to the organization. Journal of Occupational Psychology, 63, 1-18. https://doi.org/ 10.1111/j.2044-8325.1990.tb00506.x
Alniacik, U., Cigerim, E., & Bayram, O. (2011). Independent and joint effects of perceived corporate reputation, affective commitment and job satisfaction on turnover intentions. Procedia Social and Behavioral Sciences, 24, 1177-1189. https://doi.org/10.1016/j.sbspro.2011.09.139
Alves, P., Santos, V., Reis, I., Martinho, F., Martinho, D., Sampaio, M.C., Sousa, M., & Au -Yong -Oliveria, M. (2020). Strategic talent management: the impact of employer branding on the affective commitment of employees. Sustainability, 12(23), 1-21. https://doi.org/10.3390/su12239993
Ambler, T., & Barrow, S. (1996). The employer brand. Journal of Brand Management, 4, 185-206. https://doi.org/10.1057/bm.1996.42
Anwar, G., & Shukur, I. (2015). The impact of training and development on job satisfaction: a case study of private banks in Erbil. International Journal of Social Sciences & Educational Studies, 2(1), 65-72.
Arikan, E., Kantur, D., Maden, C., & Telci, E. E. (2014). Investigating the mediating role of corporate reputation on the relationship between corporate social responsibility and multiple stakeholder outcomes. Quality & Quantity, 50(1), 129-149. https://doi.org/10.1007/s11135-014-0141-5
Atoko, S., Taylor, T., & Sichinsambwe, C. (2018). Empirical analysis of the relationship between training and development, affective commitment, relational contract and productivity in organizations based in Lusaka, Zambia. Proceedings of the International Conference on Human Resources and Talent Management - ICHR18 Geneva Conference. Geneva -Switzerland.
Azizollah, A., Abolghasem, F., & Amin, D. M. (2016). The relationship between organizational culture and organizational commitment in Zahedan University of Medical Sciences. Global Journal of Health Science, 8(7), 195-202. https://doi.org/ 10.5539/gjhs.v8n7p195
Backhaus, K., & Tikko, S. (2004). Conceptualizing and researching employer branding. Career Development International, 9(5), 501-517. https://doi.org/ 10.1108/13620430410550754
Baron, R. M., & Kenny, D. A. (1986). The moderatormediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182. https://doi.org/ 10.1037//0022-3514.51.6.1173
Berthon, P., Ewing, M., & Hah, L. L. (2005). Captivating company: dimensions of attractiveness in employer branding. International Journal of Advertising: The Review of Marketing Communications, 24(2), 151-172. https://doi.org/10.1080/02650487.2005.11072912
Belias, D., & Koustelios, A. (2014). Organizational culture and job satisfaction: a review. International Review of Management and Marketing, 4(2), 132-149.
Biswas, S. & Chllil, G. R. B. (2013). Impact of organizational culture and structure on organizational commitment and individual performance: Mediating role of self-efficacy. Third Biennial Conference of the Indian Academy of Management (IAM).
Biswas, M. K., & Suar, D. (2014). Antecedents and consequences of employer branding. Journal of Business Ethics, 136(1), 57-72. https://doi.org/ 10.1007/s10551-014-2502-3
Bigliardi, B., Dormio, A. I., Galati, F., & Schiuma, G. (2012). The impact of organizational culture on the job satisfaction of knowledge workers. The Journal of Information and Knowledge Management Systems, 42(1), 35-51. https://doi.org/ 10.1108/03055721211207752
Bharadwaj, S., Khan, N. A., & Yameen, M. (2022). Unbundling employer brandin, job satisfaction, organizational identification and employee retention: a sequential mediation anaysis. Asia-Pacific Journal of Business Administration, 14(3), 309-334.
Botella-Carrubi, D., Gil -Gomez, H., Oltra-Badenes, R., & Jabaloyes -Vivas, J. M. (2021). Employer branding factors as promoters of the dimensions of employee organizational commitment. Economic Research, 34(1), 1836-1849. https://doi.org/10.1080/1331677X.2020.1851280
Cascio, W. F., & Graham, B. Z. (2016). New strategic role for HR: Leading the employer-branding process. Organization Management Journal, 13(4), 182-192. http://dx.doi.org/10.1080/15416518.2016.1244640
Choo, S., & Bowley, C. (2007). Using training and development to affect job satisfaction within franchising. Journal of Small Business and Enterprise Development, 14(2), 339-352.
Costen, W., & Salazar, J. (2011). The impact of training and development on employee job satisfaction, loyalty, and intent to stay in the lodging industry. Journal of Human Resources in Hospitality & Tourism, 10(3), 273-284. https://doi.org/10.1080/15332845.2011.555734
Došenović, D., & Zolak Poljašević, B. (2021). The impact of human resource management on job satisfaction.The Annals of the Faculty of Economics in Subotica, 57(45), 117-131. https://doi.org/10.5937/AnEkSub2145117D
Egan, T. M., Yang, B., & Bartlett, K. (2004). The effects of organizational learning culture and job satisfaction on motivation to transfer learning and turnover intention. Human Resource Development Quarterly, 15(3), 279-301. https://doi.org/10.1002/hrdq.1104
Esenyel, V. (2019). The influence of corporate reputation on affective organizational commitment: the role of value congruence as mediator. International Journal of Organizational Leadership, 8(3), 60-70.
Ekhsan, M. (2022). Employee retention and change management during times of uncertainty. Frontiers in Psychology, Organizational Psychology, 13, 1-15. https://doi.org/10.3389/fpsyg.2022.91670
Fahim, M.G.A. (2019). Strategic human resource management and public employee retention. Review of Economics and Political Science, 3(2), 20-39. https://doi.org/10.1108/REPS-07-2018-002
Fernandez-Lores, S., Avello, M., Gavilan, D., & Biasco Lopez, F. (2015). Affective commitment to the employer brand: development and validation of a scale. Business Research Quarterly, 19(1), 40-54. https://doi.org/10.1016/j.brq.2015.06.001
Field, A. (2000). Discovering statistics using SPSS for Windows. Sage Publication: Thousand Oaks.
Figurska, I., & Matuska, E. (2013). Employer branding as a human resources management strategy. Human Resources Management & Ergonomics, 7(2), 35-51.
Francois Koukpaki, A. S., Adams, K., & Oyedijo, A. (2021). The contribution of human resource development managers to organisational branding in the hotel industry in India and South East Asia (ISEA): A dynamic capabilities perspective. Employee Relations, 43(1), 131-153. https://doi.org/10.1108/ER-09-2019-0375
Garg, D., & Rani, K. (2014). Talent management: empirical research results. International Journal of Management and Commerce Innovations, 2(1), 289-295.
Ghosh, S., & Srivastava, B. (2014). Construction of a reliable and valid scale for measuring organizational culture. Global Business Review, 15(3), 583-596. https://doi.org/ 10.1177/0972150914535145
Green, S. B. (1991). How many subjects does it take to do a regression analysis? Multivariate Behavioural Research, 26(3), 499-510. https://doi.org/10.1207/s15327906mbr2603_7
Grund, C., & Titz, K. (2021). Affective commitment through further training: the roles of firm provision and employee participation. Review of Managerial Science, 16, 1195-1226. https://doi.org/10.1007/s11846-021-00460-1.
Hanin, D., Stinglhamber, F., & Delobbe, N. (2013). The impact of employer branding on employees: the role of employment offering in the prediction of their affective commitment. Psychologica Belgica, 53(4), 57-83. https://doi.org/ 10.5334/pb-53-4-57
Helm, S. (2011). Employees' awareness of their impact on corporate reputation. Journal of Business Research, 64, 657-663. https://doi.org/ 10.1016/j.jbusres.2010.09.001
Highhouse, S., Lievens, F., & Sinar, E. (2003). Measuring attraction to organizations. Educational and Psychological Measurement, 63(6), 986 -1001. https://doi.org/ 10.1177/0013164403258403
Homburg, C., & Stock, R. (2005). Exploring the conditions under which salesperson work satisfaction can lead to customer satisfaction. Psychology & Marketing, 22(5), 393-420. https://doi.org/ 10.1002/mar.20065
Hartnell, C. A., Ou, A. Y., & Kinicki, A. (2011). Organizational culture and organizational effectiveness: a meta-analytic investigation of the competing values. Journal of Applied Psychology, 96(4), 677-694. https://doi.org/ 10.1037/a0021987
Jaghargh, F. Z., Ghorbanpanah, H., Nabavi, S. E., Saboordavoodian, A., & Farvardin, Z. (2012). A survey on organizational culture based on Stephan Robbins's Theory (Case study), 2012 2nd International Conference on Management and Artificial Intelligence, IACSIT Press, Singapore, 35, 30-34.
Jyoti, J., & Sharma, P. (2015). Impact of mentoring functions on career development: moderating role of mentoring culture and mentoring structure. Global Business Review, 16(4), 700-718. https://doi.org/10.1177/0972150915581110
Kargas, A., & Tsokos, A. (2020). Employer branding implementation and human resource management in Greek telecommunication industry. Administrative Sciences, 10(17). https://doi.org/:10.3390/admsci10010017
Kaur, P., Malhotra, K., & Sharma S. (2020). Moderation - mediation framework connecting internal branding, affective commitment, employee engagement and job satisfaction: an empirical study of BPO employees in Indian context. Asia-Pacific Journal of Business Administration, 12(3/4), 327-348. https://doi.org/10.1108/APJBA-10-2019-0217
Kimpakorn, N., & Tocquer, G. (2009). Employees' commitment to brands in the service sector: luxury hotel chains in Thailand. Brand Management, 16(8), 532-544. https://doi.org/10.1057/palgrave.bm.2550140
Khan, A. A., Abbasi, S. O., Waseem, R. M., Ayaz, M., & Ijaz, M. (2016). Impact of training and development of employees on employee performance through job satisfaction: a study of Telecom sector of Pakistan. Business Management and Strategy, 7(1), 29-46. https://doi.org/ 10.5296/bms.v7i1.9024
Khan, A.J., Bashir, F., Nasim, & Ahmad (2021). Understanding affective, normative & continuance commitment through the lens of training and development. iRASD Journal of Management, 3(2), 105-113. https://doi.org/ 10.52131/jom.2021.0302.0030
Knox, S., & Freeman, C. (2006). Measuring and managing employer brand image in the service industry. Journal of Marketing Management, 22, 695-716. https://doi.org/10.1362/026725706778612103
Kucherov, D., & Samokish, V. (2016). Employer brand equity measurement. Strategic HR Review, 15(1), 29-33. https://doi.org/10.1108/SHR-08-2015-0068
Lepold, A., Tanzer, N., Bregenzer, A., & Jimenez, P. (2018). The efficient measurement of job satisfaction: Facet -Items versus Facet Scales. International Journal of Environmental Research and Public Health, 15(7), 1362. https://doi.org/ 10.3390/ijerph15071362
Lievens, F., & Highhouse, S. (2003). The relation of instrumental and symbolic attributes to a company's attractiveness as an employer. Personnel Psychology, 56(1), 75-102. https://doi.org/10.1111/j.1744-6570.2003.tb00144.x
Lok, P., & Crawford, J. (2004). The effect of organisational culture and leadership style on job satisfaction and organisational commitment: a cross-national comparison. Journal of Management Development, 23(4), 321-338. https://doi.org/10.1108/02621710410529785
Maurya, K. K., & Agarwal, M. (2018). Organisational talent management and perceived employer branding. International Journal of Organizational Analysis, 26(2), 312-330. https://doi.org/10.1108/IJOA-04-2017-1147
MacIntosh, E., & Doherty, A. (2010). The influence of organizational culture on job satisfaction and intention to leave. Sport Management Review, 13(2), 106-117. https://doi.org/10.1016/j.smr.2009.04.006
Maheshkar, S. (2017). Employer branding and organizational culture-key ingredients for organizational effectiveness curry, 1-7.
Meyer, J., Stanley, D., Hersovitch, L., & Topolnytsky, L. (2002). Affective, continuance, and normative commitment to the organization: a meta-analysis of antecedents, correlates and consequences. Journal of Vocational Behaviour, 61(1), 20-52. https://doi.org/10.1006/jvbe.2001.1842
Meyer, J., & Maltin, E. (2010). Employee commitment and well-being : a critical review, theoretical framework and research agenda. Journal of Vocational Behavior, 77(2), 323-337. https://doi.org/10.1016/j.jvb.2010.04.007
Nagaraju, B., & Archana, M.V. (2015). Job satisfaction through training and development programmes -a case study at J.K. Tyre Ltd, Mysore. IOSR Journal of Business and Management, 17(4), 5-13. https://doi.org/10.9790/487X-17440513
Nazneen, A., & Miralam, M. S. (2017). A study of affective, continuance and normative commitments and its impact on job satisfaction among the Faculty members of Technical Universities. International Review of Management and Business Research, 6(4), 1427-1438.
Nemeth, J. (2017). Human capital theory in the framework of organization theory. Strategic Management, 22(3), 29-35.
Nunnally, J. C. (1978). Introduction to Psychological Measurement. New York, NY: McGraw-Hill.
Primadini, D. V., & Syaebani, M. I. (2017). Factors affecting employee's awareness of their impact on corporate reputation. Jurnal Ekonomi dan Bisnis, 20(2), 215-228.
Priyadarshi, P. (2011). Employer brand image as a predictor of employee satisfaction, affective commitment & turnover. Indian Journal of Industrial Relations, 46(3), 510-522.
Raihan, T., & Al Karim, R. (2017). CSR and employee job satisfaction: a case from MNCS Bangladesh. Global Journal of Human Resource Management, 5(3), 26-39.
Rampl, L. V., & Kenning, P. (2014). Employer brand trust and affect: linking brand personality to employer brand attractiveness. European Journal of Marketing, 48(1/2), 218-236. https://doi.org/10.1108/EJM-02-2012-0113
Rana, G., Sharma, R., Singh, S. P., & Jain, V. (2019). Impact of employer branding on job engagement and organizational commitment in Indian IT sector. International Journal of Risk and Contingency Management, 8(3), 1-17.
Sahin, I., Akyurek, C. E., & Yavuz, S. (2014). Assessment of effect of leadership behavior perceptions and organizational commitment of hospital employees on job satisfaction with structural equation modeling. Journal of Health Management, 16(2), 161-182. https://doi.org/10.1177/0972063414526111
Schlager, T., Bodderas, M., Maas, P., & Cachelin, J.L. (2011). The influence of the employer brand on employee attitudes relevant for service branding: an empirical investigation. Journal of Services Marketing, 25(7), 497-508. https://doi.org/10.1108/08876041111173624
Sharma, P. (2017). Organizational culture as a predictor of job satisfaction: the role of age and gender. Management, 22(1), 35-48. https://doi.org/10.30924/mjcmi/2017.22.1.35
Suher, I.K., Bir, C. S., & Yapar, A. (2017). The effect of corporate social responsibility on employee satisfaction and loyalty: a research on Turkish employees. International Research Journal of Interdisciplinary & Multidisciplinary Studies, 3(1), 87-105.
Sullivan, J. (2004, February). The 8 elements of a successful employment brand. ERE Recruiting Intelligence. Retrieved March 12, 2023 from https://www.ere.net/the-8-elements-of-a-successfulemployment-brand/
Szabo-Balint, B. (2019). Organizational career development versus employees' career needs in Hungary. Strategic Management, 24(4), 3-12.
Tanwar, K., & Prasad, A. (2016a). The effect of employer brand dimensions on job satisfaction: gender as a moderator. Management Decision, 54(4), 854-886. https://doi.org/10.1108/MD-08-2015-0343
Tanwar, K., & Prasad, A. (2016b). The effect of employer brand dimensions on organisational commitment: evidence from Indian IT Industry. Asia-Pacific Journal of Management Research and Innovation, 12(3-4), 282-290. https://doi.org/10.1177/2319510X17701854
Tanwar, K., & Prasad, A. (2016c). Exploring the relationship between employer branding and employee retention. Global Business Review, 17(35), 186S-206S. https://doi.org/10.1177/0972150916631214
Thacker, R. A., & Holl, K. B. (2008). Behaviorally-based management training: linking behaviors to employee satisfaction. Industrial and Commercial training, 40(2), 102-108. https://doi.org/10.1108/00197850810858947
Upadhyaya, M., & Ayari, A. (2019). Relationship between employer branding, employee retention and commitment in pharmaceutical industry: An empirical investigation. Proceedings on Engineering Sciences, 1(2), 501-519.
Vermeeren, B., Kuipers, B., & Steijn, B. (2011). Two faces of the satisfaction mirror: a study of work environment, job satisfaction, and customer satisfaction in Dutch municipalities. Review of Public Personnel Administration, 31(2), 171-189. https://doi.org/10.1177/0734371X11408569
Vinoth, K., & Vasantha, S. (2015). Impact of employer brand on employee satisfaction, with special reference to IT industry. International Journal of Management, Information Technology and Engineering, 3(9), 53-60.
Yalim, F., & Mizrak, K. C. (2017). A Field study on the relationship between employer brand and employee satisfaction. International Review of Management and Marketing, 7(2), 92-103.
Yang, L., Yaacob, Z., & Teh, S.Y. (2015). The impact of corporate reputation on job satisfaction and financial performance: a study of small and medium sized enterprises in Hebei, China. Journal of Entrepreneurship and Business, 3(1), 72-87. https://doi.org/ 10.17687/JEB.0301.06
Yüksel, M. (2015). Employer branding and reputation from a Strategic Human Resource Management perspective. Communications of the IBIMA, 2015(794545). 1-18.
Zhu, F., Wang, Z., Yu, Q., Hu, T., Wen, Y. & Liu, Y. (2014). Reconsidering the dimensionality and measurement of employer brand in the Chinese context. Social behavior and personality, 42(6), 933-948. https://doi.org/10.2224/sbp.2014.42.6.933

O članku

jezik rada: engleski
vrsta rada: neklasifikovan
DOI: 10.5937/StraMan2300051S
primljen: 17.01.2023.
revidiran: 23.03.2023.
revidiran: 29.05.2023.
prihvaćen: 13.06.2023.
objavljen onlajn: 06.09.2023.
objavljen u SCIndeksu: 06.09.2023.

Povezani članci

Nema povezanih članaka