İşveren markası kavramı, en iyi yetenekleri kuruma çekme ve elde tutmadaki rolü nedeniyle çeşitli disiplinlerdeki araştırmacıların büyük ilgisini çekmiştir. Ancak çok az çalışma, işveren markasının mevcut çalışan davranışları üzerindeki etkisini incelemiştir. Bu bağlamda çalışmanın amacı, işveren markasının öncül ve ardıllarını incelemektir. Araştırmaya konu olan hipotezler, yapısal eşitlik modellemesi ve 289 beyaz yakalı çalışandan elde edilen verilerle test edilmiştir. Sonuçlar şunu göstermektedir: (1) destekleyici örgüt kültürü, işveren markasıyla pozitif olarak ilişkilidir; (2) işveren markası, işte kalma niyetiyle pozitif olarak ilişkilidir; (3) işveren markası, destekleyici örgüt kültürü ve işte kalma niyeti arasındaki ilişkiye aracılık etmektedir. Ek olarak psikolojik sermaye, işveren markası ile işte kalma niyeti arasındaki ilişkide düzenleyici etkiye sahiptir.
The concept of employer branding has attracted great attention of researchers in a variety of disciplines due to its role in attracting and retaining the best talents. However, few studies examine employer branding’s impact on current employee behaviors. In this vein, the purpose of the study is to examine the antecedents and consequences of employer branding. The aforementioned hypotheses were tested via structural equation modeling and data obtained from 289 white-collar employees. Results empirically indicate that: (1) supportive organizational culture is positively associated with employer branding, (2) employer branding positively relates to intention to stay, (3) employer branding partially mediates the relationship between supportive organizational culture and intention to stay. Additionally, psychological capital moderates the relationship between employer branding and intention to stay.
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