Volume 8, Issue 2 (2018)                   ORMR 2018, 8(2): 114-133 | Back to browse issues page

XML Persian Abstract Print


Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:

Kordnaeij A, Nejat S. The Impact of corporate citizenship on employer brand attractiveness and employer brand loyalty. ORMR. 2018; 8 (2) :114-133
URL: http://ormr.modares.ac.ir/article-28-16393-en.html
1- Tarbiat Modares
2- Ph.D Student in Business Management
Abstract:   (6084 Views)
Today, attract, retain, and build loyalty in skilled staff is difficult. There are several ways to create brand loyalty in employeeschr('39') organization or company that can be pointed to corporate citizenship and attractive employer brand. This study examined the impact of corporate citizenship on employer brand attractiveness and employer brand loyalty. The Statistical population was faculty members of University of Mazandaran that their numbers are 350 people. After stratified random sampling, 210 valid questionnaires were collected and data were analyzed through SPSS 22 and LISREL8.8 software. By calculating Cronbachchr('39')s alpha coefficient of questionnaire reliability and validity through first-order and second-order confirmatory factor analysis were examined. The research hypotheses were tested through path analysis. The results showed that corporate citizenship has a positive and significant effect on employer brand attractiveness (β= 0/44; t= 4/98) and employer brand loyalty (β= 0/51; t= 5/59). Also, employer brand attractiveness has a positive and significant effect on employer brand loyalty (β= 0/39; t= 4/12). Finally, according to the results, recommendations were presented to organizations and companies.
Full-Text [PDF 401 kb]   (1595 Downloads)    
Article Type: scientific research | Subject: Organizational Behavior and Human Resource Management
Received: 2017/12/5 | Published: 2018/09/15

Add your comments about this article : Your username or Email:
CAPTCHA