INVESTIGATING THE EFFECT OF EMPLOYER BRAND ON EMPLOYEE RETENTION WITH MEDIATING ROLES OF EMPLOYEE ENGAGEMENT AND ORGANIZATIONAL CITIZENSHIP BEHAVIOR

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REZADOUST MEHDI; IRANI HAMID REZA; HAMIDIZADEH ALI

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Journal: JOURNAL OF BRAND MANAGEMENT Year:2017 | Volume:4 | Issue:8 Page(s): 65-94

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Title

INVESTIGATING THE EFFECT OF EMPLOYER BRAND ON EMPLOYEE RETENTION WITH MEDIATING ROLES OF EMPLOYEE ENGAGEMENT AND ORGANIZATIONAL CITIZENSHIP BEHAVIOR

Author(s)

REZADOUST MEHDI | IRANI HAMID REZA | HAMIDIZADEH ALI | Issue Writer Certificate

Keywords

EMPLOYER BRAND

EMPLOYEE RETENTION

EMPLOYEE ENGAGEMENT

ORGANIZATIONAL CITIZENSHIP BEHAVIOR

Abstract

Because of the important role that employees play in organization success, organizations and particularly HR department develop strategies to retain these employees. One of these strategies is EMPLOYER BRANDing which affects EMPLOYEE ENGAGEMENT in addition to EMPLOYEE RETENTION. Thus, investigating the effect of EMPLOYER BRAND on EMPLOYEE RETENTION with mediating roles of EMPLOYEE ENGAGEMENT and ORGANIZATIONAL CITIZENSHIP BEHAVIOR is the main purpose of this study. The Descriptive Survey Method is used in this research and the data are analyzed using structural equation modeling. All 233 employees of FANAP ICT Corporate are the statistical population of this research. Among them 146 employees are selected using simple random sampling as the statistical sample. Questionnaire is used as the research instrument. Collected data are analyzed using smart-PLS 2 software. Findings revealed that EMPLOYER BRAND positively and significantly affects EMPLOYEE RETENTION and EMPLOYEE ENGAGEMENT. The effect of EMPLOYEE ENGAGEMENT on EMPLOYEE RETENTION and ORGANIZATIONAL CITIZENSHIP BEHAVIOR is also positive and significant. But ORGANIZATIONAL CITIZENSHIP BEHAVIOR found to be insignificantly related to EMPLOYEE RETENTION. Moreover, it was revealed that only the mediating role of EMPLOYEE ENGAGEMENT in the relationship between EMPLOYER BRAND and EMPLOYEE RETENTION is approved.

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APA: Copy

REZADOUST, MEHDI, IRANI, HAMID REZA, & HAMIDIZADEH, ALI. (2017). INVESTIGATING THE EFFECT OF EMPLOYER BRAND ON EMPLOYEE RETENTION WITH MEDIATING ROLES OF EMPLOYEE ENGAGEMENT AND ORGANIZATIONAL CITIZENSHIP BEHAVIOR. JOURNAL OF BRAND MANAGEMENT, 4(8 ), 65-94. SID. https://sid.ir/paper/267507/en

Vancouver: Copy

REZADOUST MEHDI, IRANI HAMID REZA, HAMIDIZADEH ALI. INVESTIGATING THE EFFECT OF EMPLOYER BRAND ON EMPLOYEE RETENTION WITH MEDIATING ROLES OF EMPLOYEE ENGAGEMENT AND ORGANIZATIONAL CITIZENSHIP BEHAVIOR. JOURNAL OF BRAND MANAGEMENT[Internet]. 2017;4(8 ):65-94. Available from: https://sid.ir/paper/267507/en

IEEE: Copy

MEHDI REZADOUST, HAMID REZA IRANI, and ALI HAMIDIZADEH, “INVESTIGATING THE EFFECT OF EMPLOYER BRAND ON EMPLOYEE RETENTION WITH MEDIATING ROLES OF EMPLOYEE ENGAGEMENT AND ORGANIZATIONAL CITIZENSHIP BEHAVIOR,” JOURNAL OF BRAND MANAGEMENT, vol. 4, no. 8 , pp. 65–94, 2017, [Online]. Available: https://sid.ir/paper/267507/en

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