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Purpose  Among all forms of commitment, affective commitment has been shown to be the most desirable for enterprises. However, research on commitment among employees in family-run businesses in the hospitality industry is scant. To address this gap, this study aims to analyze the impact of employer image components on hospitality employees’ affective occupational commitment within family-run businesses. As one can assume specific employer image aspects when studying family-run businesses, this paper expects to achieve a better understanding of the relationship between employer image and employee commitment in this context.    Design/methodology/approach  This study adopts the employer image framework of Baum and Kabst (2013), emphasizing that in addition to considering potential employees, the commitment of current employees needs to be assessed. Convenience sampling is used to obtain a sample from the target population (Tyrolean hospitality and gastronomy employees) from June to September 2018. Multiple linear regression analysis is applied to test the influence of individual employer image constituents on employees’ affective occupational commitment.    Findings  Among the five components of the employer image framework applied here, working atmosphere, task attractiveness and payment attractiveness show a significant influence on employees’ affective occupational commitment.    Originality/value  This study connects an existing employer image model to employee commitment within the hospitality industry. The findings suggest that the model is applicable to current employees as a key stakeholder group and shows the utility of employer image theory in connection with employee commitment.

The relationship between employer image and employee commitment in family-run hospitality firms