The impact of corporate citizenship on employer brand attractiveness and loyalty (Mazandaran University brand) مقاله

خلاصه ماشینی:

There are various ways to create employee loyalty to the organization or company brand, such as corporate citizenship and employer brand attractiveness. They state that each of the dimensions of corporate citizenship is a key factor that increases the attractiveness of the employer brand, because potential professional employees evaluate the performance of responsibilities related to corporate citizenship to choose their desired organization and based on this, they make their final decision [22]. Consequently, given the importance of corporate citizenship on employee commitment to the organization and loyalty to the employer brand, the following hypothesis has been proposed in this research. Second hypothesis: Corporate citizenship has a positive and significant effect on employee loyalty to the employer brand. In another study conducted by Tanwar and Prasad (2016), the results showed that the employer brand has a positive effect on retention and creating loyalty in employees. The results obtained from the testing of hypotheses are as follows: The first hypothesis of the research, which indicated a positive and significant effect of corporate citizenship on employer brand attractiveness, was confirmed, which is consistent with the research results of Lin et al. The second hypothesis of the research, which indicated a positive and significant effect of corporate citizenship on loyalty to the employer brand, was confirmed, which is consistent with the research results of Wang et al. Therefore, future researchers can test the present model in another organization or company and also address the identification of other consequences of corporate citizenship and employer brand attractiveness.