Employer branding practices impact on employee brand loyalty in private higher education institutions in Pakistan: the mediating role of employee engagement

Employer branding practices impact on employee brand loyalty in private higher education institutions in Pakistan: the mediating role of employee engagement

Services sector is facing the tremendous challenge in developing a strong employee brand loyalty. Brand loyal employees have intension to stay with organization and committed to deliver high level of services which leads towards consumer satisfaction. Among all the best practices, the most relevant...

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Main Author: Ilyas, Muhammad Awais
Format: Thesis
Language:eng
eng
Published: 2019
Subjects:
HF5549-5549.5 Personnel Management
Employment
LB2300 Higher Education
Online Access:https://etd.uum.edu.my/7889/1/s901523_01.pdf
https://etd.uum.edu.my/7889/2/s901523_02.pdf
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id my-uum-etd.7889
record_format uketd_dc
institution Universiti Utara Malaysia
collection UUM ETD
language eng
eng
advisor Shaari, Hasnizam
topic HF5549-5549.5 Personnel Management
Employment
LB2300 Higher Education
spellingShingle HF5549-5549.5 Personnel Management
Employment
LB2300 Higher Education
Ilyas, Muhammad Awais
Employer branding practices impact on employee brand loyalty in private higher education institutions in Pakistan: the mediating role of employee engagement
description Services sector is facing the tremendous challenge in developing a strong employee brand loyalty. Brand loyal employees have intension to stay with organization and committed to deliver high level of services which leads towards consumer satisfaction. Among all the best practices, the most relevant practice known as employer branding which seems relevant in maintaining long term relationship between employee and employer. Although the emergent popularity of the impact of employer branding on employee's behaviour, little is known on how employer branding practices affects existing employee's loyalty behaviour towards their organization's brand. Previous literature on employer branding practices was restricted to potential employees; there is dearth of studies which explore the influence of employer branding practices on existing employee's behaviour. Therefore, the current study attempts to link the relationship between employer branding practices (namely training and development, employer brand reputation, work life balance, organization culture, diversity, corporate social responsibility and compensations and benefits) and employee brand loyalty behaviour. The present study also attempts to examine the mediation role of employee engagement on the initial relationship. Based on psychological contract theory, the offerings (economic, psychological and functional) by the employer brand, influenced the employee's attitude (engagement) and behaviour (loyalty). The proportionate stratified sampling technique was applied. A total of 492 questionnaires were distributed in eighteen private higher educational institutions located in the Punjab province of Pakistan. The 286 questionnaires were useable for further analysis using the PLS-SEM. The results revealed that employer brand reputation, work life balance, organization culture and compensations and benefits have direct significant positive effect and diversity has indirect significant positive effect on employee brand loyalty. The employee engagement mediates the relationships of employer brand reputation, organizational culture and diversity and employee brand loyalty. Finally, this study suggests various recommendations for future research.
format Thesis
qualification_name Ph.D.
qualification_level Doctorate
author Ilyas, Muhammad Awais
author_facet Ilyas, Muhammad Awais
author_sort Ilyas, Muhammad Awais
title Employer branding practices impact on employee brand loyalty in private higher education institutions in Pakistan: the mediating role of employee engagement
title_short Employer branding practices impact on employee brand loyalty in private higher education institutions in Pakistan: the mediating role of employee engagement
title_full Employer branding practices impact on employee brand loyalty in private higher education institutions in Pakistan: the mediating role of employee engagement
title_fullStr Employer branding practices impact on employee brand loyalty in private higher education institutions in Pakistan: the mediating role of employee engagement
title_full_unstemmed Employer branding practices impact on employee brand loyalty in private higher education institutions in Pakistan: the mediating role of employee engagement
title_sort employer branding practices impact on employee brand loyalty in private higher education institutions in pakistan: the mediating role of employee engagement
granting_institution Universiti Utara Malaysia
granting_department School of Business Management
publishDate 2019
url https://etd.uum.edu.my/7889/1/s901523_01.pdf
https://etd.uum.edu.my/7889/2/s901523_02.pdf
_version_ 1747828283128414208
spelling my-uum-etd.78892022-05-09T04:32:15Z Employer branding practices impact on employee brand loyalty in private higher education institutions in Pakistan: the mediating role of employee engagement 2019 Ilyas, Muhammad Awais Shaari, Hasnizam School of Business Management School of Business Management HF5549-5549.5 Personnel Management. Employment LB2300 Higher Education Services sector is facing the tremendous challenge in developing a strong employee brand loyalty. Brand loyal employees have intension to stay with organization and committed to deliver high level of services which leads towards consumer satisfaction. Among all the best practices, the most relevant practice known as employer branding which seems relevant in maintaining long term relationship between employee and employer. Although the emergent popularity of the impact of employer branding on employee's behaviour, little is known on how employer branding practices affects existing employee's loyalty behaviour towards their organization's brand. Previous literature on employer branding practices was restricted to potential employees; there is dearth of studies which explore the influence of employer branding practices on existing employee's behaviour. Therefore, the current study attempts to link the relationship between employer branding practices (namely training and development, employer brand reputation, work life balance, organization culture, diversity, corporate social responsibility and compensations and benefits) and employee brand loyalty behaviour. The present study also attempts to examine the mediation role of employee engagement on the initial relationship. Based on psychological contract theory, the offerings (economic, psychological and functional) by the employer brand, influenced the employee's attitude (engagement) and behaviour (loyalty). The proportionate stratified sampling technique was applied. A total of 492 questionnaires were distributed in eighteen private higher educational institutions located in the Punjab province of Pakistan. The 286 questionnaires were useable for further analysis using the PLS-SEM. The results revealed that employer brand reputation, work life balance, organization culture and compensations and benefits have direct significant positive effect and diversity has indirect significant positive effect on employee brand loyalty. The employee engagement mediates the relationships of employer brand reputation, organizational culture and diversity and employee brand loyalty. 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