Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/321144 
Year of Publication: 
2024
Citation: 
[Journal:] Administrative Sciences [ISSN:] 2076-3387 [Volume:] 14 [Issue:] 12 [Article No.:] 342 [Year:] 2024 [Pages:] 1-23
Publisher: 
MDPI, Basel
Abstract: 
Employer branding research has predominantly concentrated on cultivating a favorable image for prospective job applicants, with limited exploration of its effects on current employees. This study investigates how employer branding shapes the attitudes of existing employees-specifically job satisfaction, organizational identification, and organization-related sacrifice-and examines how these attitudes influence employees' word-of-mouth behavior toward both potential applicants and customers. Drawing on survey data from employees in Vietnam's travel and hospitality sectors, the findings reveal that development, diversity, and reputation values significantly enhance employee attitudes, while economic value does not exert a notable influence. Additionally, job satisfaction, organizational identification, and organization-related sacrifice all positively affect word-of-mouth intentions toward potential applicants. However, organization-related sacrifice emerges as the sole factor significantly impacting word-of-mouth intentions toward customers. The study offers substantial theoretical contributions and practical implications, emphasizing the broader influence of employer branding on current employees' advocacy behavior.
Subjects: 
employer branding
economic value
development value
diversity value
reputation value
job satisfaction
organizational identification
organization-related sacrifice
word-of-mouth intentions
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article
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