The effect of employer brand dimensions on job satisfaction: gender as a moderator
Abstract
Purpose
The purpose of this paper is to identify key dimensions of employer brand (EB) and empirically examine the impact of different dimensions of EB upon job satisfaction. A six-factor EB model has been tested for reliability and validity through confirmatory factor analysis. The study also addresses the moderating role of gender in the relationship between EB dimensions and job satisfaction.
Design/methodology/approach
Structural equation modelling has been adopted to determine the contribution of EB dimensions towards job satisfaction of employees. Key dimensions of EB are identified through literature review. Item generation has been done through literature review and exploratory structured interviews with employees.
Findings
The results demonstrate that EB acts as a critical predictor of job satisfaction. All the six dimensions of EB (training and development, reputation, organisation culture and ethics and corporate social responsibility, work-life balance and diversity) were found to be critical predictors of job satisfaction. Also, gender is found to have moderating effect on the relationship between EB dimensions and job satisfaction.
Originality/value
This study avers that EB can prove to be an important antecedent of job satisfaction. The construct EB in this study reflects an understanding of EB from a newer lens from the perspective of existing employees of a developing country and also demonstrates the moderating role of gender.
Keywords
Citation
Tanwar, K. and Prasad, A. (2016), "The effect of employer brand dimensions on job satisfaction: gender as a moderator", Management Decision, Vol. 54 No. 4, pp. 854-886. https://doi.org/10.1108/MD-08-2015-0343
Publisher
:Emerald Group Publishing Limited
Copyright © 2016, Emerald Group Publishing Limited