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By:Ioannis Georgakopoulos,King's College London. Department of Management
Published on 2011 by

The purpose of this study is to provide an insight into strategically important issues vis-a-vis employer brands and brand building. Thus, it seeks to empirically explore the role of the psychological contract in the matter of both content and fulfilment together with brand-specific transformational leadership in influencing perceived brand strength, and how the latter interacts in producing effects, namely employee engagement, organizational identification, and brand-specific organizational citizenship behaviour. All multi-item measures were adapted from previous research, either published or unpublished, in a survey of 308 managerial and non-managerial employees working in three leading multinational organizations, where an online questionnaire tied to a quantitative research strategy and a comparative research design, within a cross-sectional research design setup, was distributed. In a nutshell, it has been found that perceived brand strength is predicted by the psychological contract (content and fulfilment) and brand-specific transformational leadership, and has an attendant impact on employee engagement, organizational identification, and brand-specific organizational citizenship behaviour. Also, the findings revealed that perceived brand strength mediates the relationship between the antecedents and outcomes. Although the results of the present study may be constrained by limitations, they clearly indicate that perceived brand strength is an important and meaningful construct that is worthwhile to further explore, and provide a platform for future work in this area. From a practical perspective, the current study explains how managers would be most successful in marking their organization out as an |employer of choice|, and how positive perceptions apropos of brand strength spill over into work outcomes. All things considered, previous work is predominantly prescriptive in nature and this thesis is novel in demonstrating empirically a model of employ.

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