The Impact of the Employer Brand on Brand Champion Behavior: The Mediator Role of Organizational Identification
Understanding the importance of staff role in service organizations has led them to seek solutions for employee participation in the organization’s branding process and becoming a brand champion. Hence, this reinforces the need to pay attention to the concept of employer branding. Most studies are d...
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| Format: | Article |
| Language: | fas |
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Allameh Tabataba'i University Press
2019-09-01
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| Series: | مطالعات مدیریت بهبود و تحول |
| Subjects: | |
| Online Access: | https://jmsd.atu.ac.ir/article_10420_8bc18bcc9b5705cda989a3388fd4e770.pdf |
| _version_ | 1797386429738778624 |
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| author | Asghar Moshabaki Amirhosein Taghizadeh |
| author_facet | Asghar Moshabaki Amirhosein Taghizadeh |
| author_sort | Asghar Moshabaki |
| collection | DOAJ |
| description | Understanding the importance of staff role in service organizations has led them to seek solutions for employee participation in the organization’s branding process and becoming a brand champion. Hence, this reinforces the need to pay attention to the concept of employer branding. Most studies are dedicated to the examination of employer branding as a talent attraction technique among potential employees. However, the present research has examined the consequences of the internal employer brand and the effect of employer brand on brand champion behavior through the variable of organizational identification has been investigated. This study is an applied research with descriptive-correlation analytical methodology. This research was carried out among Maskan bank branches in Tehran city and 215 complete questionnaires were gathered. A structural equation modeling approach is employed to examine the relationship posited in this study and hypotheses were analyzed through SmartPLS2 softwares. . The result of research shows that the employer brand has a positive and significant effect on organizational identification. Organizational identification has a positive and significant effect on brand champion behavior and also the employer brand has a positive and significant effect on brand champion behavior. |
| first_indexed | 2024-03-08T22:09:27Z |
| format | Article |
| id | doaj.art-727578ef118b4a8d951dbd1f6fc176f7 |
| institution | Directory Open Access Journal |
| issn | 2251-8037 2476-5988 |
| language | fas |
| last_indexed | 2024-03-08T22:09:27Z |
| publishDate | 2019-09-01 |
| publisher | Allameh Tabataba'i University Press |
| record_format | Article |
| series | مطالعات مدیریت بهبود و تحول |
| spelling | doaj.art-727578ef118b4a8d951dbd1f6fc176f72023-12-19T06:50:02ZfasAllameh Tabataba'i University Pressمطالعات مدیریت بهبود و تحول2251-80372476-59882019-09-012893639110.22054/jmsd.2019.1042010420The Impact of the Employer Brand on Brand Champion Behavior: The Mediator Role of Organizational IdentificationAsghar Moshabaki0Amirhosein Taghizadeh1Professor, Business Administration , Management & Economics, Tarbiat Modarres University, Iran, TheranBusiness management,Faculty of Management and Economic,Tarbiat Modares University,Tehran, IranUnderstanding the importance of staff role in service organizations has led them to seek solutions for employee participation in the organization’s branding process and becoming a brand champion. Hence, this reinforces the need to pay attention to the concept of employer branding. Most studies are dedicated to the examination of employer branding as a talent attraction technique among potential employees. However, the present research has examined the consequences of the internal employer brand and the effect of employer brand on brand champion behavior through the variable of organizational identification has been investigated. This study is an applied research with descriptive-correlation analytical methodology. This research was carried out among Maskan bank branches in Tehran city and 215 complete questionnaires were gathered. A structural equation modeling approach is employed to examine the relationship posited in this study and hypotheses were analyzed through SmartPLS2 softwares. . The result of research shows that the employer brand has a positive and significant effect on organizational identification. Organizational identification has a positive and significant effect on brand champion behavior and also the employer brand has a positive and significant effect on brand champion behavior.https://jmsd.atu.ac.ir/article_10420_8bc18bcc9b5705cda989a3388fd4e770.pdf: employer brandsocial identity theoryorganizational identificationbrand champion behavioremployee brand-building behaviors |
| spellingShingle | Asghar Moshabaki Amirhosein Taghizadeh The Impact of the Employer Brand on Brand Champion Behavior: The Mediator Role of Organizational Identification مطالعات مدیریت بهبود و تحول : employer brand social identity theory organizational identification brand champion behavior employee brand-building behaviors |
| title | The Impact of the Employer Brand on Brand Champion Behavior: The Mediator Role of Organizational Identification |
| title_full | The Impact of the Employer Brand on Brand Champion Behavior: The Mediator Role of Organizational Identification |
| title_fullStr | The Impact of the Employer Brand on Brand Champion Behavior: The Mediator Role of Organizational Identification |
| title_full_unstemmed | The Impact of the Employer Brand on Brand Champion Behavior: The Mediator Role of Organizational Identification |
| title_short | The Impact of the Employer Brand on Brand Champion Behavior: The Mediator Role of Organizational Identification |
| title_sort | impact of the employer brand on brand champion behavior the mediator role of organizational identification |
| topic | : employer brand social identity theory organizational identification brand champion behavior employee brand-building behaviors |
| url | https://jmsd.atu.ac.ir/article_10420_8bc18bcc9b5705cda989a3388fd4e770.pdf |
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