The effective factors in employer’s brand attractiveness with the role of moderating variable of brand avoiding uncertainty

Document Type : Research Paper

Authors

1 management department, payamenour university, Iran

2 Faculty Member of Payame Noor Universityو management department, payamernour university, Karaj, Iran

3 management department, payamenour university, iran

4 cultural sociology, Azana university

Abstract

 
The aim of this study was to analyze the effective factors in employer’s brand attractiveness. By using the literature logo, corporate image, reputation and customer brand identification variables were determined and variable of brand avoiding uncertainty in relationship with customer brand identification and employer’s brand attractiveness was selected as of moderating variable. The population of the study was managers and experts in municipalities in Fars province that they at least used Mahan airline once.190 people were selected by using Cochran Formula and simple random sampling. To analyze the data structural equitation modeling in the PLS software was used. The results showed that logo has effect on corporate image and reputation, corporate image on reputation and employer’s brand attractiveness, reputation on employer’s brand attractiveness and customer brand identification and at last customer brand identification has effect on Employer’s brand attractiveness. It should be mentioned that the effect of moderating variable of brand avoiding uncertainty in relationship with Customer Brand Identification and Employer’s brand attractiveness was confirmed.

Keywords

References

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Quarterly Journal of Brand Management
Volume 4, Issue 3 - Serial Number 11
October 2018
Pages 143-174

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