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From value congruence to employer brand: Impact on organizational identification and word of mouth
Author(s) -
CharbonnierVoirin Audrey,
Poujol Juliet F.,
Vignolles Alexandra
Publication year - 2017
Publication title -
canadian journal of administrative sciences / revue canadienne des sciences de l'administration
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.347
H-Index - 48
eISSN - 1936-4490
pISSN - 0825-0383
DOI - 10.1002/cjas.1379
Subject(s) - congruence (geometry) , organizational identification , word of mouth , perception , business , identification (biology) , employer branding , value (mathematics) , marketing , psychology , advertising , organizational commitment , social psychology , mathematics , product management , neuroscience , new product development , statistics , botany , biology
The war for talent has led organizations to develop a strong employer brand to attract and retain skilled employees. Few studies have examined the antecedents and consequences of the internal employer brand. We focus on (i) the influence of employee‐organization values congruence on the employee's perception of the employer brand and (ii) the influence of the employer brand on organizational identification and positive word of mouth vis‐à‐vis the employer. Results from a survey of 308 employees show that the employer brand fully mediates the relationship between values congruence and organizational identification and positive word of mouth. These results give rise to theoretical and managerial implications in terms of employer branding. Copyright © 2016 ASAC. Published by John Wiley & Sons, Ltd.