Srpski
THE INFLUENCE OF EMPLOYER BRAND ON EMPLOYEES LOYALTY – THE MODERATOR EFFECT OF EMPLOYEES SATISFACTION

​Goran Pavlović
Stefan Zdravković
PhD students, University of Kragujevac, Faculty of Economics, Đure Pucara Starog 3, 34000 Kragujevac, Serbia

DOI:   ​​doi.org/10.31410/Balkans.JETSS.2019.2.2.140-149
Balkans Journal of Emerging Trends in Social Sciences, (2019) , Vol 2, No 2
ISSN: 2620-164X
Abstract:   The successful operation of the organization is not based exclusively on customer sat­isfaction, but it is necessary to ensure the satisfaction of all relevant stakeholders. For an organ­ization, it is first of all important to provide value for its employees, as it will result in a greater degree of their satisfaction, loyalty and productivity, which further leads to value creation for consumers. Companies are making significant efforts to build a unique image in order to present it as a unique and desirable place to work, which can also be defined as an employer brand. The main goal of the paper is to determine whether the employer brand has a positive impact on employee satisfaction and loyalty. The results showed that the employer brand has a significant impact on employee satisfaction and loyalty, and that satisfaction has a positive moderator role.

Keywords:   Employer Brand, Employee Satisfaction, Employee Loyalty, Human Resources

JEL Classifications M12 ∙ M51

 REFERENCES
​
  • Allan, N.T., & Meyer, J.P. (1990). The measurement and antecedents of affective, continuance and normative commitment to the organization. Journal of Occupational Psychology, 63, 1-18. doi:10.1111/j.2044-8325.1990.tb00506.x
  • Alniaçik, E., Alniaçik, U., Erat, S., & Akçin, K. (2014). Attracting talented employees to the com­pany: Do we need different employer branding strategies in different cultures? 8th Interna­tional Strategic Management Conference, Procedia – Social and Behavioral Conference, 150, 336-344. doi:10.1016/j.sbspro.2014.09.074
  • Alshathry, S., Clarke, M., & Goodman, S. (2017). The role of employer brand equity in employ­ee attraction and retention: a unified framework. International Journal of Organizational Analysis, 25(3), 413-431.doi:10.1108/IJOA-05-2016-1025
  • Ambler, T., & Barrow, S. (1996). The employer brand. The Journal of Brand Management, 4(3), 185-206. doi:10.1057/bm.1996.42
  • Aparicio, G.M. (2011). Partial least squares (PLS) methods: origin, evolution and application i social sciences. Communications in Statistics - Theory and Methods, 40(13), 2305-2317. doi:10.1080/03610921003778225
  • Aziri, B. (2011). Job satisfaction: a literature review. Management Research and Practice, 3(4), 77-86.
  • Berthon, P. Ewing, M., & Hah, L.L. (2005). Captivating company: dimensions of attractiveness in employer branding. International Journal of Advertising, 24(2), 151-172. doi:10.1080/02 650487.2005.11072912
  • Byrne, B. M. (1998). Structural equation modeling with LISREL,PRELIS, and SIMPLIS: Basic concepts, applications, and programming. Mahwah, NY: Lawrence Erlbaum.
  • Castillo-Canalejo, A.M., & Rio-Jimber J.A. (2018). Quality, satisfaction and loyalty indices. Jour­nal of Place Management and Development, 11(4), 428-446. doi:10.1108/JPMD-05-2017- 0040
  • Davies, G., Mete, M., & Whelan, S. (2018). When employer brand image aids employee satisfac­tion and engagement. Journal of Organizational Effectiveness: People and Performance, 5(1), 64-80. doi:10.1108/JOEPP-03-2017-0028
  • Domazet, I. (2011). Uloga internog marketinga u unapredjenju kvaliteta ljudskih resursa. In: Aktivne mere na tržištu rada i pitanja zaposlenosti. Beograd: Institut ekonomskih nauka. 260-279.
  • Ewing, M.K., Pitt, L.F., Bussy, N.M., & Berthon, P. (2002). Employment branding in the knowl­edge economy. International Journal of Advertising, 21(1), 3-22. doi:10.1080/02650487.20 02.11104914
  • Field, A. (2000). Discovering statistics using SPSS for windows. Thousand Oaks: Sage Publications.
  • Fornell, C., & Larcker, D.F. (1981). Evaluating structural equation models with unobserv­able variables and measurement error. Journal of Marketing Research, 18(1), 39-50. doi:10.2307/3151312
  • Hair, J.F., Hult, T.M., Ringle, C.M., & Sarstedt, M. (2014). A primer on partial least squares struc­tural equation modeling (PLS-SEM). Los Angeles: SAGE.
  • Janićijević, N. Kovačević, P., & Petrović, I. (2015). Identifying organizational factors of job sat­isfaction: the case of one Serbian company. Economic Annals, 205, 73-104. doi:10.2298/ EKA1505073J
  • Khanolkar, R.S. (2014). Influence of employer branding on satisfaction and commitment of gen­eration Y employees. IOSR Journal of Business and Management, 7th International Busi­ness Research Conference, Indian Education Society’s Management College and Research Centre, 13-18.
  • Nunnally, J.C. (1978). Introduction to psychological measurement. New York: McGraw-Hill.
  • Pavlović, G., & Slavković, M. (2018). The preliminary research of employers brand development at enterprises in Serbia. International Scientific Conference, Contemporary Issues in Eco­nomics, Business and Management, EBM 2018, Kragujevac, 197-207.
  • Roelen, C.A.M., Koopmans, P.C., & Groothoff, J.W. (2008). Which work factors determine job satisfaction?, Work, 30(4), 433-439.
  • Sokro, E. (2012). Impact of employer branding on employee attraction and retention. European Journal of Business and Management, 4(18), 164-173.
  • Tanwar, K. (2017). The effect of the employer brand dimensions on organizational commitment: evidence from the Indian IT industry. Asia-Pacific Journal of Management, Research and Innovation, 12(3/4), 282-290. doi:10.1177/2319510X17701854
  • Vaijayanthi, P., Shreenivasan, K.A., & Roy, R. (2011). Employer branding as an antecedent to organization commitment - An empirical study of manufacturing and service sector units. 2011 IEEE Colloquium on Humanities, Science and Engineering Research (CHUSER 2011), 969-974.
  • 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.

balkans_jetss_vol_2_no_2_140-149.pdf
File Size: 423 kb
File Type: pdf
Download File
Picture
Association of Economists and Managers of the Balkans
- UdEkoM Balkan -
179 Ustanicka St, 11000 Belgrade, Republic of Serbia
E-mail: office@udekom.org.rs
www.udekom.org.rs
Tel. +381 62 812 5779
VAT number: 108747027
Registration number.: 28157347
© COPYRIGHT 2014-2023. ALL RIGHTS RESERVED.