The Effect of Employer Brand Dimensions on Organisational Commitment: Evidence from Indian IT Industry

Abstract

The purpose of the present research is to explore the relationships between employer branding dimensions and organisational commitment. The reliability and validity of the model has been addressed through confirmatory factor analysis. Structural equation modelling has been used to determine the contribution of employer branding through organisational commitment. The results demonstrate that two dimensions of employer branding, namely development value and social value act as critical predictors of organisational commitment. The study understands the role of employer branding from existing employees’ perspective in a developing nation like India.

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