Employee Branding Model Based on Individual and Organizational Values in the Iranian Banking Industry

Asian Economic and Financial Review

关键词: Individual values;    Organizational values;    Employee branding;    Banking industry;    Mellat bank.;   

学科分类：社会科学、人文和艺术（综合）

来源: Asian Economic and Social Society

【 摘 要 】

In the competitive world of today, every company knows that their main asset is human resources, since employees have a crucial role in building strong a brand. But researches show that more managers do not pay attention to it. Employee branding is a new theory that helps the manager realize the role of employees in building a brand. Therefore, the present study aimed to identify employee branding theory in organization, specifically to explore the role of individual and organizational values in employee branding. In the present study, employee branding model was based on individual and organizational values used in banking industry. Research statistical population consisted of employees of Mellat Bank in Qom and Arak cities. Sampling method for Mellat Bank was cluster method. Data collection instrument was questionnaire. Partial Least Square (PLS) was used to analyze the data. The results of Partial Least Square confirmed model fitness in studied population. Likewise, the results from path analysis showed that organization and individual values had significant influences on employee branding.

【 授权许可】

CC BY