IDEAS home Printed from https://ideas.repec.org/a/spr/jbecon/v92y2022i1d10.1007_s11573-021-01038-9.html
   My bibliography  Save this article

Employer brand identification: investigating the concept of employer brand identification in the military context

Author

Listed:
  • Faraz Sadeghvaziri

    (Kharazmi University)

  • Mohammad Azimi

    (Kharazmi University)

Abstract

This study aims to deepen the understanding of employer brand identification. It also aims to enrich the understanding of the relationship between employer brand personality (as an antecedent of employer brand identification), organizational prestige, brand citizenship behavior, and turnover intention (as possible consequences of employer brand identification) with employer brand identification by developing a conceptual model. This study is based on data collected from 278 full-time military personnel. The respondents were the members of the special forces of the Iranian national army deployed in Tehran. Data collected by a questionnaire and the hypothesized relationships are analyzed using the partial least squares approach. The results show that the employer brand personality positively and significantly impacts employer brand identification. Also, there was a positive and significant relationship between employer brand identification and organizational prestige and brand citizenship behavior. Employer brand identification also negatively impacts employee turnover intention. This study empirically validates that employer brand identification is an influential factor for organizational prestige, brand citizenship behavior, and turnover intention. Therefore, managers should provide sufficient attention to employer brand identification to obtain these consequences.

Suggested Citation

  • Faraz Sadeghvaziri & Mohammad Azimi, 2022. "Employer brand identification: investigating the concept of employer brand identification in the military context," Journal of Business Economics, Springer, vol. 92(1), pages 1-26, January.
    • Handle: RePEc:spr:jbecon:v:92:y:2022:i:1:d:10.1007_s11573-021-01038-9
    DOI: 10.1007/s11573-021-01038-9
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11573-021-01038-9
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s11573-021-01038-9?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Geuens, Maggie & Weijters, Bert & De Wulf, Kristof, 2009. "A new measure of brand personality," International Journal of Research in Marketing, Elsevier, vol. 26(2), pages 97-107.
    2. Barnes, Stuart J. & Mattsson, Jan & Sørensen, Flemming, 2014. "Destination brand experience and visitor behavior: Testing a scale in the tourism context," Annals of Tourism Research, Elsevier, vol. 48(C), pages 121-139.
    3. Balaji, M.S. & Roy, Sanjit Kumar & Sadeque, Saalem, 2016. "Antecedents and consequences of university brand identification," Journal of Business Research, Elsevier, vol. 69(8), pages 3023-3032.
    4. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    5. Sarstedt, Marko & Hair, Joseph F. & Cheah, Jun-Hwa & Becker, Jan-Michael & Ringle, Christian M., 2019. "How to specify, estimate, and validate higher-order constructs in PLS-SEM," Australasian marketing journal, Elsevier, vol. 27(3), pages 197-211.
    6. Chiu, Chao-Min & Huang, Hsin-Yi & Cheng, Hsiang-Lan & Sun, Pei-Chen, 2015. "Understanding online community citizenship behaviors through social support and social identity," International Journal of Information Management, Elsevier, vol. 35(4), pages 504-519.
    7. Mukesh K. Biswas & Damodar Suar, 2016. "Antecedents and Consequences of Employer Branding," Journal of Business Ethics, Springer, vol. 136(1), pages 57-72, June.
    8. Necmi K. Avkiran & Christian M. Ringle (ed.), 2018. "Partial Least Squares Structural Equation Modeling," International Series in Operations Research and Management Science, Springer, number 978-3-319-71691-6, September.
    9. Julia Suess-Reyes, 2017. "Understanding the transgenerational orientation of family businesses: the role of family governance and business family identity," Journal of Business Economics, Springer, vol. 87(6), pages 749-777, August.
    10. Ulrika Leijerholt & Galina Biedenbach & Peter Hultén, 2019. "Branding in the public sector: a systematic literature review and directions for future research," Journal of Brand Management, Palgrave Macmillan, vol. 26(2), pages 126-140, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Janina SÜRKEN & Sören SUNDERMANN, 2021. ""Online Touchpoints Matter!" - An Empirical Analysis of Consumer-Brand Relationships in Retail Settings," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 77-87, August.
    2. Tarcia Camily Cavalcante Quezado & Nuno Fortes & William Quezado Figueiredo Cavalcante, 2022. "The Influence of Corporate Social Responsibility and Business Ethics on Brand Fidelity: The Importance of Brand Love and Brand Attitude," Sustainability, MDPI, vol. 14(5), pages 1-20, March.
    3. Frauke Sander & Ulrich Föhl & Nadine Walter & Vera Demmer, 2021. "Green or social? An analysis of environmental and social sustainability advertising and its impact on brand personality, credibility and attitude," Journal of Brand Management, Palgrave Macmillan, vol. 28(4), pages 429-445, July.
    4. Abdullah J. Sultan, 2022. "Aligning employees’ work engagement and behavioral performance with internal branding: the missing link of employees’ perceived brand authenticity," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 27(1), pages 52-64, March.
    5. Anwar Sadat Shimul, 2022. "Brand attachment: a review and future research," Journal of Brand Management, Palgrave Macmillan, vol. 29(4), pages 400-419, July.
    6. Halpern, Nigel & Mwesiumo, Deodat & Suau-Sanchez, Pere & Budd, Thomas & Bråthen, Svein, 2021. "Ready for digital transformation? The effect of organisational readiness, innovation, airport size and ownership on digital change at airports," Journal of Air Transport Management, Elsevier, vol. 90(C).
    7. Cheah, Jun-Hwa & Lim, Xin-Jean & Ting, Hiram & Liu, Yide & Quach, Sara, 2022. "Are privacy concerns still relevant? Revisiting consumer behaviour in omnichannel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    8. Yeh, Ching-Hsuan & Wang, Yi-Shun & Yieh, Kaili, 2016. "Predicting smartphone brand loyalty: Consumer value and consumer-brand identification perspectives," International Journal of Information Management, Elsevier, vol. 36(3), pages 245-257.
    9. Lee, Kuo-Wei & Li, Chia-Ying, 2023. "It is not merely a chat: Transforming chatbot affordances into dual identification and loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    10. Sven Tischer, 2012. "Measuring the impact of critical incidents on brand personality," SFB 649 Discussion Papers SFB649DP2012-064, Sonderforschungsbereich 649, Humboldt University, Berlin, Germany.
    11. Tsuen-Ho Hsu & Ling-Zhong Lin, 2021. "A Multidimensional Fuzzy Quality Function Deployment Design for Brand Experience Assessment of Convenience Stores," Mathematics, MDPI, vol. 9(20), pages 1-24, October.
    12. Pechtl, Hans & Heidarian, Elham, 2016. "Can a cause-related brand be perceived different from other brands?," Wirtschaftswissenschaftliche Diskussionspapiere 02/2016, University of Greifswald, Faculty of Law and Economics.
    13. Mahfuzur Rahman & Che Ruhana Isa & Muhammad Mehedi Masud & Moniruzzaman Sarker & Nazreen T. Chowdhury, 2021. "The role of financial behaviour, financial literacy, and financial stress in explaining the financial well-being of B40 group in Malaysia," Future Business Journal, Springer, vol. 7(1), pages 1-18, December.
    14. Magnoni, Fanny & Valette-Florence, Pierre & De Barnier, Virginie, 2021. "Modeling the effects of place heritage and place experience on residents’ behavioral intentions toward a city: A mediation analysis," Journal of Business Research, Elsevier, vol. 134(C), pages 428-442.
    15. Zeugner-Roth, Katharina Petra & Žabkar, Vesna, 2015. "Bridging the gap between country and destination image: Assessing common facets and their predictive validity," Journal of Business Research, Elsevier, vol. 68(9), pages 1844-1853.
    16. Aw, Eugene Cheng-Xi & Tan, Garry Wei-Han & Cham, Tat-Huei & Raman, Ramakrishnan & Ooi, Keng-Boon, 2022. "Alexa, what's on my shopping list? Transforming customer experience with digital voice assistants," Technological Forecasting and Social Change, Elsevier, vol. 180(C).
    17. Avis, Mark, 2012. "Brand personality factor based models: A critical review," Australasian marketing journal, Elsevier, vol. 20(1), pages 89-96.
    18. Japutra, Arnold & Molinillo, Sebastian & Wang, Shasha, 2018. "Aesthetic or self-expressiveness? Linking brand logo benefits, brand stereotypes and relationship quality," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 191-200.
    19. Vytautas Dikcius & Eleonora Seimiene & Ramunas Casas, 2018. "Brand Personality Scale: Is It Applicable For A Small Emerging Country?," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 9(2).
    20. Hair, Joe F. & Howard, Matt C. & Nitzl, Christian, 2020. "Assessing measurement model quality in PLS-SEM using confirmatory composite analysis," Journal of Business Research, Elsevier, vol. 109(C), pages 101-110.

    More about this item

    Keywords

    Employer brand; Organizational prestige; Brand citizenship behavior; Employer brand identification; Employer brand personality; Employee turnover intention;
    All these keywords.

    JEL classification:

    • M12 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Personnel Management; Executives; Executive Compensation
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M51 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics - - - Firm Employment Decisions; Promotions

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:jbecon:v:92:y:2022:i:1:d:10.1007_s11573-021-01038-9. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.