Publication: Affective commitment to the employer brand: development and validation of a scale
Loading...
Full text at PDC
Publication Date
2016-01-17
Advisors (or tutors)
Editors
Journal Title
Journal ISSN
Volume Title
Publisher
Elsevier
Citations
Exportar
Abstract
In recent years employer branding has become increasingly important as a source of sustainable competitive advantage. Companies are trying to engender affective commitment in the best employees in a global labor market. We develop and validate a multidimensional scale to measure the strength of an employee´s affective commitment to the employer brand in five separate studies. In Study 1 and 2 the Affective Commitment to the Employer Brand (ACEB) scale was developed and tested for its factor structure, reliability and convergent validity. Study 3 examines additional reliability and discriminant validity, showing that the scale is differentiated from measures of satisfaction and motivation. Study 4 provides evidence of external validity. Lastly, Study 5 examines the scale´s nomological validity by investigating three experiential dimensions within a nomological network and showing that a positive experience with the employer brand is important in making the employee develop an affective commitment towards it. The limitations of the scale and the boundary conditions of its applicability are also discussed.
Description
Keywords
Citation
Allen, N. J. & Meyer, J. P. (1990). The measurement and antecedents of affective, continuance and normative commitment to the organization. Journal of Occupational and Organizational Psychology, 63, 11-18.
Ambler, T. & Barrow, S. (1996). The employer brand. Journal of Brand Management, 4, 185-206.
Anderson, J. C. & Gerbing, D. W. (1988). Structural Equation Modeling in Practice: A review and recommended two-step approach. Psychological Bulletin, 103, 411-423.
Arnold, M. J. & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79, 77-95.
Babakus, E., Yavas, U., Karatepe, O. M. & Avci, T. (2003). The effect of management commitment to service quality on employees´ affective and performance outcomes. Journal of the Academy of Marketing Science, 31, 272-286.
Backhaus, K. & Tikoo, S. (2004). Conceptualizing and researching employer branding. Career Development International, 9, 501-517.
Bagozzi, R. P. (1980). Causal Models in Marketing. New York: John Wiley & Sons.
Bagozzi, R. P., Gopinath, M. & Nyer, P. U. (1999). The Role of Emotions in Marketing. Journal of the Academy of Marketing Science, 27, 184-206.
Bakker, A. B. (2008). The work-related flow inventory: Construction and initial validation of the WOLF. Journal of Vocational Behavior, 72, 400-414.
Barrow, S. & Mostley, R. (2005). The Employer Brand: Bringing the Best of Brand Management to People at Work. England: John Wiley and Sons, Ltd.
Batra, R., Ahuvia, A. & Bagozzi, R. P. (2012). Brand Love. Journal of Marketing, 76, 1-16.
Bearden, W. O., Netemeyer, R. G. & Teel, J. E. (1989). Measurement of Consumer Susceptibility to Interpersonal Influence. Journal of Consumer Research, 15, 473-481.
Becker, H. S. (1960). Notes on the concept of commitment. American Journal of Sociology, 66, 32–42.
Berthon, P. & Ewing, M. (2005). Captivating company: dimensions of attractiveness in employer branding. International Journal of Advertising, 24, 151-172.
Bielby, W. T. & Bielby, D. D., (1989). Family Ties: Balancing Commitments to Work and Family in Dual Earner Households. American Sociological Review, 54, 776-789.
Bollen, K. A. (1989). Structural equations with latent variables. New York: Wiley.
Brakus, J. J., Schmitt, B. H. & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73, 52-68.
Burmann, C., Zeplin, S. & Riley, N. (2009). Key determinants of internal brand management success: An exploratory empirical analysis. Journal of Brand Management, 16, 264-284.
Carson, K. D. & Bedeian, A. G. (1994). Carrier commitment: construction of a measure and examination of its psychometric properties. Journal of Vocational Behavior, 44, 237-262.
Chaudhuri, A. & Holbrook, M. B. (2002). Product-class effects on brand commitment and brand outcomes: The role of brand trust and brand affect. Journal of Brand Management, 10, 33-58.
Churchill, G. A. (1979). A Paradigm for Developing Better Measures of Marketing Constructs. Journal of Marketing Research 24, 19-28.
Cissé Depardon, K. & N´Goala, G. (2009). The effects of satisfaction, trust and brand commitment on consumers´ decision to boycott. Recherche Et Applications En Marketing, 24, 43-67.
Cook, K. S. & Emerson, R. M. (1978). Power, equity and commitment in exchange networks. American Sociological Review, 43, 721-739.
Cronbach, L. J. & Meehl, P. C. (1955). Construct validity in psychological tests. Psychological Bulletin, 52, 281-302.
Csikszentmihalyi, M. (1999). Fluir (flow): Una psicología de la felicidad (7a ed.). Barcelona: Kairós.
Davies, G. (2008). Employer branding and its influence on managers. European Journal of Marketing, 42, 667-681.
DeShon, R. P. & Landis, R. S. (1997). The dimensionality of the Hollenbeck, Williams and Klein (1989) measure of goal commitment on complex tasks. Organizational Behavior and Human Decision Processes, 70, 105-116.
De Gilder, D. (2003). Commitment, trust and work behavior: The case of contingent workers. Personnel Review, 32, 588–606.
Dubé, L. & LeBel, J. L. (2003). The Content and Structure of Laypeople´s Concept of Pleasure. Cognition and Emotion, 17, 263–295.
Edwards, C. R. (2010). An integrative review of employer branding and OB theory. Personnel Review, 39, 5-23.
Eisingerich, A. & Rubera, G. (2010), ‘Drivers of brand commitment: A crossnational investigation‘, Journal of International Marketing, 18, 64-79.
Evanschitzky, H., Iyer, G.R., Plassmann, H., Niessing, J. & Meffert, H. (2006). The relative strength of affective commitment in securing loyalty in service relationships. Journal of Business Research, 59, 1207-1213.
Fernandez-Lores, S. (2012), ‘Compromiso Afectivo con la Marca del Empleador: Diseño de una herramienta para su medición’. Unpublished Ph.D. dissertation. Complutense University, Dept. of Marketing.
Foster, C., Punjaisri, K. & Cheng, R. (2010). Exploring the relationship between corporate, internal and employer branding. The Journal of Product and Brand Management, 19, 401-409.
Fornell, C. & Larker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18, 39-50.
Fullerton, G. (2005). How commitment both enables and undermines marketing relationships. European Journal of Marketing, 39, 1372-1388.
Garbarino, E. & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63, 70-87.
Gavilan, D. & Avello, M. (2011). Employer brand attraction: factores para atraer el talent. Investigación y Marketing, 112, 30-38.
Gobé, M. (2010). Emotional Branding: The New Paradigm for Connecting Brands to People. New York: Allworth Press.
Gruan, T. W., Summers J. O. & Acito F. (2000). Relationship marketing activities, commitment, and membership behaviors in professional associations. Journal of Marketing, 64, 34-49.
Guba, E.G. & Lincoln, Y.S. (1994). Competing paradigms in qualitative research. In N. K. Denzin, & Y. S. Lincoln (Eds.), Handbook of qualitative research (pp. 105-117). Thousand Oaks, CA: Sage.
Hair, J. P., Anderson, R., Tatham, R. & Black, W. (2005). Análisis multivariante. Madrid: Prentice Hall.
Harris, P. (2007). We the people: The importance of employees in the process of building customer experience. Journal of Brand Management, 15, 102-114.
Holbrook, M. B. & Hirschman, E. C. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. Journal of Consumer Research, 9, 132–140.
Hunt, S. D., Chonko, L. B. & Wood, V. R. (1985). Organizational commitment and marketing. Journal of Marketing, 49, 112-126.
Iglesias, O., Singh, J. J. & Batista Foguet, J. (2011). The role of brand experience and affective commitment in determining brand loyalty. Journal of Brand Management, 18, 570-582.
Keller, K. L. & Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing Science, 25, 740-759.
Kim, J., Morris, J. D. & Swait, J. (2008). Antecedents of true brand loyalty. Journal of Advertising, 37, 99-117.
Kimpakorn, N. & Tocquer, G. (2009). Employees´ commitment to brands in the service sector: Luxury hotel chains in Thailand. Journal of Brand Management, 16, 532-544.
King, C. & Grace, D. (2010). Building and measuring employee-based brand equity. European Journal of Marketing, 44, 938-971.
Kunerth, B. & Mosley R. (2011). Applying Employer Brand Management to Employee Engagement. Strategic Hr Review, 10, 19-26.
LinkedIn (2013). Talent Brand Index. http://talent.linkedin.com/employer-brand/. Last accessed 10/04/2013.
Luthans, F. (1998). Organizational Behavior. Boston: Irwin McGrawHill.
Madden, T. J., Fehle, F. & Fournier, S. (2006). Brands matter: An empirical demonstration of the creation of shareholder value through branding. Academy of Marketing Science Journal, 34, 224-235.
Mathieu, J. E. & Zajac, D. M. (1990). A review and meta-analysis of the antecedents, correlates, and consequences of organizational commitment. Psychological Bulletin, 108, 171−194.
Marketing Science Institute (MSI) (2004). 2004-2006 Research Priorities: A Guide to MSI Research Programs and Procedures. MSI, Cambridge: MA.
Maxwell, R. & Knox, S. (2009). Motivating employees to ‘live the brand’: A comparative case study of employer brand attractiveness within the firm. Journal of Marketing Management, 25, 893-907.
Meyer, J. P. & Allen, N. J. (1991). A three-component conceptualization of organizational commitment. Human Resource Management Review, 1, 61-89.
Meyer, J. P. & Herscovitch, L. (2001). Commitment in the workplace: Toward a general model. Human Resource Management Review, 11(3), 299-326.
Meyer, J. P. & Maltin, E. R. (2010). Employee commitment and well-being: A critical review, theoretical framework and research agenda. Journal of Vocational Behavior, 77, 323–337.
Meyer, J. P., Stanley, D. J., Herscovitch, L. & Topolnytsky, L. (2002). Affective, continuance, and normative commitment to the organization: A meta-analysis of antecedents, correlates, and consequences. Journal of Vocational Behavior, 61, 20-52.
Miles, S. J. & Mangold, G. (2004). A conceptualization of the employee branding process. Journal of Relationship Marketing, 3, 65-87.
Mobley, W. (1982). Employee turnover: Causes, consequences, and control. Reading, MA: Addison-Wesley.
Morgan, R. M. & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58, 20-38.
Moroko, L. & Uncles, M. (2009). Employer branding and market segmentation. Journal of Brand Management, 17, 181-196.
Moroko, L. & Uncles, M. (2008). Characteristics of successful employer brands. Journal of Brand Management, 16, 160-175.
Mosley, R. (2007). Customer experience, organisational culture and the employer brand. Journal of Brand Management, 15, 123-134.
Mowday, R. T., Steers, R. M. & Porter, L. W. (1979). The measurement of organizational commitment. Journal of Vocational Behavior, 14, 224-247.
Myers, G. & Macnaghten, P. (2004). Focus Group en Qualitative research practice. London: Clive Seale. Thousand Oaks. Calif.: SAGE.
O´Callaghan, E. (2009). Internal Branding and Brand Commitment: A quantitative investigation into Corporate Brand Building in a Retail Store Network. Paper presented at EIRASS conference. Niagara Falls, USA.
O´Reilly, C. & Chatman, J. (1986). Organizational commitment and psychological attachment: The effects of compliance, identification, and internalization on prosocial behavior. Journal of Applied Psychology, 71, 492-492.
Pine, J. B. II, & Gilmore, J. H. (1999). The Experience Economy: Work Is Theatre and Every Business a Stage. Cambridge, MA: Harvard Business School Press.
Pitt, L. F., Ewing, M. T. & Berthon, P. R. (2002). Proactive behavior and industrial salesforce performance. Industrial Marketing Management, 31, 639-644.
Punjaisri, K., Wilson, A. & Evanschitzky, H. (2008). Exploring the influences of internal branding on employees´ brand promise delivery: Implications for strengthening customer-brand relationships. Journal of Relationship Marketing, 7, 407-424.
Reichers, A. E. (1986). Conflict and Organizational Commitments. Journal of Applied Psychology, 71, 508-514.
Rusbult, C. E. & Farrel, D. (1983). A longitudinal test of the investment model: the impact on job satisfaction, job commitment, and turnover of variations in rewards, costs, alternatives, and investments. Journal of Applied Psychology, 68, 429-438.
Ramayah, T., Jantan, M. & Tadisina, S. K. (2001). Job satisfaction: empirical evidence for alternatives to JDI. 32nd Annual Meeting of Decision Sciences Institute Conference. San Francisco: USA.
Schmitt, B. H. (1999). Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate to Your Company and Brands. New York: The Free Press.
Sung, Y. & Campbell, W. (2009). Brand commitment in consumer-brand relationships: An investment model approach. Journal of Brand Management, 17, 97-113.
Sutherland, M. M., Torricelli, D. G. & Karg, R. F. (2002). Employer of choice branding for knowledge workers. South African Journal of Business Management, 33, 13-20.
Thomson, M., MacInnis, D. J. & Park, C. (2005). The Ties That Bind: Measuring the Strength of Consumers´ Emotional Attachments to Brands. Journal of Consumer Psychology, 15, 77-91.
Trochim, W. & Donnelly, J. P. (2008). The Research Methods Knowledge Base. Mason, Ohio: Atomic Dog/Cengage Learning.
Vallaster, C. (2004). Internal brand building in multicultural organisations: a roadmap towards action research. Qualitative Market Research: An International Journal, 7, 100 – 113.
Weitz, B. A., Sujan, H. & Sujan, M. (1986). Knowledge, motivation, and adaptive behavior: A framework for improving selling effectiveness. Journal of Marketing, 50, 174-191.
Wiener, Y. (1982). Commitment in organizations: A normative view. Academy of Management Review, 7, 418-427.