The Mediating Effect of Person-Organization Value Fit on the Relationship Between University branding and Academic Staff Citizenship Behavior

Bassant Adel Mostafa, Azza Abd-Elqader El-Borsaly, Eglal Abd-Elmoneim Hafez and Sally Ali Hassan

Academic Journal of Interdisciplinary Studies, 2021, vol. 10

Abstract: Nowadays, research on employer branding is still growing. A specific focus on branding in the higher education sector is still limited, so this research investigates how employer branding impacts organization citizenship behavior and whether person-organization value fit mediates this relationship on a sample of 332 academic staff members working in the private higher education sector in Egypt. The data collection was performed using a self-administered survey. The research employs correlation and regression analysis to test the research hypotheses. First, the results revealed a moderately significant effect of employer branding practices on organizational citizenship behavior. Second, person-organization value fit has a positive significant mediation effect on the relationship between employer branding and organizational citizenship behavior. These results will help private universities determine to what extent investing in building a strong employer brand will help retain academic staff members.

Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:bjz:ajisjr:2014

DOI: 10.36941/ajis-2021-0027

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