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The impact of employer brand discrepancy and employer attraction on employer brand loyalty

Employer brand is a package of functional, economic and psychological benefits provided by employer that makes an organization a desirable place to work. If employers are not fulfilling the employer brand promised to employees, it influences the employees' intent to leave, disloyalty, and job s...

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Main Authors: Mohamad, Siti Fatimah, Md Sidin, Samsinar, Zawawi, Dahlia, Boo, Huey Chern, Ho, Jo Ann, Abdul Salam, Siti Soleha
Format: Conference or Workshop Item
Language:English
Published: Panoply Consultancy 2017
Online Access:http://psasir.upm.edu.my/id/eprint/64954/1/2017-1.pdf
http://psasir.upm.edu.my/id/eprint/64954/
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spelling my.upm.eprints.649542018-09-03T04:02:57Z http://psasir.upm.edu.my/id/eprint/64954/ The impact of employer brand discrepancy and employer attraction on employer brand loyalty Mohamad, Siti Fatimah Md Sidin, Samsinar Zawawi, Dahlia Boo, Huey Chern Ho, Jo Ann Abdul Salam, Siti Soleha Employer brand is a package of functional, economic and psychological benefits provided by employer that makes an organization a desirable place to work. If employers are not fulfilling the employer brand promised to employees, it influences the employees' intent to leave, disloyalty, and job search behavior. Several studies have investigated the existence of employer brand in organizations. However, these studies did not measure the discrepancy between what is offered and what is delivered to employees. On the other hand, employer attraction had never been empirically investigated from the perspective of current employees. Thus, the aim of this study is to determine the direct relationship between employer brand discrepancy and employer attraction towards employer brand loyalty. The sample for this study was full-time employees who worked in four- and five-star hotels in Kuala Lumpur and Putrajaya, Selangor, and Pahang. The instrument measured employer brand offering, employer brand delivery, employer attraction and employer brand loyalty. A total of 436 forms were analyzed for this study. The results revealed that employer brand discrepancy had a very small predictive power towards employer brand loyalty, with Beta = 0.155. On the other hand, employer attraction had a big influence towards employer brand loyalty, with Beta = 0.811. It can be concluded that the organizations in this study did not have appealing psychological contracts, but they had a significant attraction to its employees. It is anticipated that this study will shed some light on the issue of the employer brand, particularly within the hospitality industry context. Panoply Consultancy 2017 Conference or Workshop Item PeerReviewed text en http://psasir.upm.edu.my/id/eprint/64954/1/2017-1.pdf Mohamad, Siti Fatimah and Md Sidin, Samsinar and Zawawi, Dahlia and Boo, Huey Chern and Ho, Jo Ann and Abdul Salam, Siti Soleha (2017) The impact of employer brand discrepancy and employer attraction on employer brand loyalty. In: 3rd International Conference on Advanced Research in Business and Social Sciences 2017 (ICARBSS 2017), 29-30 Mar. 2017, Aseania Resort & Spa Langkawi, Malaysia. (pp. 179-184).
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
language English
description Employer brand is a package of functional, economic and psychological benefits provided by employer that makes an organization a desirable place to work. If employers are not fulfilling the employer brand promised to employees, it influences the employees' intent to leave, disloyalty, and job search behavior. Several studies have investigated the existence of employer brand in organizations. However, these studies did not measure the discrepancy between what is offered and what is delivered to employees. On the other hand, employer attraction had never been empirically investigated from the perspective of current employees. Thus, the aim of this study is to determine the direct relationship between employer brand discrepancy and employer attraction towards employer brand loyalty. The sample for this study was full-time employees who worked in four- and five-star hotels in Kuala Lumpur and Putrajaya, Selangor, and Pahang. The instrument measured employer brand offering, employer brand delivery, employer attraction and employer brand loyalty. A total of 436 forms were analyzed for this study. The results revealed that employer brand discrepancy had a very small predictive power towards employer brand loyalty, with Beta = 0.155. On the other hand, employer attraction had a big influence towards employer brand loyalty, with Beta = 0.811. It can be concluded that the organizations in this study did not have appealing psychological contracts, but they had a significant attraction to its employees. It is anticipated that this study will shed some light on the issue of the employer brand, particularly within the hospitality industry context.
format Conference or Workshop Item
author Mohamad, Siti Fatimah
Md Sidin, Samsinar
Zawawi, Dahlia
Boo, Huey Chern
Ho, Jo Ann
Abdul Salam, Siti Soleha
spellingShingle Mohamad, Siti Fatimah
Md Sidin, Samsinar
Zawawi, Dahlia
Boo, Huey Chern
Ho, Jo Ann
Abdul Salam, Siti Soleha
The impact of employer brand discrepancy and employer attraction on employer brand loyalty
author_facet Mohamad, Siti Fatimah
Md Sidin, Samsinar
Zawawi, Dahlia
Boo, Huey Chern
Ho, Jo Ann
Abdul Salam, Siti Soleha
author_sort Mohamad, Siti Fatimah
title The impact of employer brand discrepancy and employer attraction on employer brand loyalty
title_short The impact of employer brand discrepancy and employer attraction on employer brand loyalty
title_full The impact of employer brand discrepancy and employer attraction on employer brand loyalty
title_fullStr The impact of employer brand discrepancy and employer attraction on employer brand loyalty
title_full_unstemmed The impact of employer brand discrepancy and employer attraction on employer brand loyalty
title_sort impact of employer brand discrepancy and employer attraction on employer brand loyalty
publisher Panoply Consultancy
publishDate 2017
url http://psasir.upm.edu.my/id/eprint/64954/1/2017-1.pdf
http://psasir.upm.edu.my/id/eprint/64954/
_version_ 1643838175016124416
score 13.211869

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