The effect of employer brand on corporate identity, with emphasis on the role of personality characteristics (Case Study: STPC)
The effect of employer brand on corporate identity, with emphasis on the role of personality characteristics (Case Study: STPC)
Dr.Adel Nezarat.1 Dr. Majid Hasanpour.2 Sayed Reza Ghasemi shahri.3 Omid Mohammadi Darvishvan 4
1) PhD Management. Department of Business Adminstration. Chamran Branch.Public University.Ahvaz.Iran
2) M.A Student of Business Management Omidiyeh Branch. Islamic Azad University. Omidiyeh.Iran
3) M.A Student of Business Management Omidiyeh Branch. Islamic Azad University. Omidiyeh.Iran
Publication :
The 4th International Conference on Management and Humanities(4icmhconf.com)
Abstract :
The aim of this study provides a model to evaluate the effect of employer brand on corporate identity, with emphasis on the role of personality characteristics. For this purpose, selected branches of Saman Bank were chosen as the target population. In this research, sampling method is cluster sampling and simple random sampling. Data were analyzed with using confirmatory factor analysis (CFA) and structural equation modeling (SEM) and Partial Least Squares (PLS) and the software SMARTPLS Version2. The results showed that all aspects of employer brand have an impact on corporate identity and Personality characteristics play a role as a mediator. In other words, employees feeling of employer brand can affect their corporate identity, and in many cases the role of employer brand in influencing corporate identity is more than the role of personality characteristics
Keywords :
Employer brand
Corporate identity
Personality characteristics