Do employees benefit from employer branding strategy: The mediator role of affective commitment
| Autor: | Slavković Marko, Mirić Marija |
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| Jazyk: | angličtina |
| Rok vydání: | 2024 |
| Předmět: | |
| Zdroj: | Strategic Management, Vol 29, Iss 2, Pp 32-47 (2024) |
| Druh dokumentu: | article |
| ISSN: | 1821-3448 2334-6191 |
| DOI: | 10.5937/StraMan2300051S |
| Popis: | 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. |
| Databáze: | Directory of Open Access Journals |
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