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
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
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
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: |
Association of Economists and Managers of the Balkans
- UdEkoM Balkan -
179 Ustanicka St, 11000 Belgrade, Republic of Serbia
E-mail: [email protected]
www.udekom.org.rs
- UdEkoM Balkan -
179 Ustanicka St, 11000 Belgrade, Republic of Serbia
E-mail: [email protected]
www.udekom.org.rs
Tel. +381 62 812 5779
VAT number: 108747027
Registration number.: 28157347
Registration number.: 28157347