DOES EMPLOYER BRANDING AFFECT JOB EMBEDDEDNESS? THE MEDIATING ROLE OF DEDICATION AND PERCEIVED ORGANIZATIONAL SUPPORT

Abstract

Along with emerging the war for talent, scholars have given ample attention to employer branding conceptreferring the a whole of values and benefits that organizations provide for both attracting and retaining the best possibletalent. In this context, the purpose of this study is to investigate the effect of employer branding on the favorable employeebehavior as job embeddedness via the mediating role of the dedication and perceived organizational support. Datacollected from 200 respondents have been analyzed through Structural Equation Modeling. As a result of analyses, thehypothesized model was supported. Findings of the study revealed that employer branding has effect the dedication, jobembeddedness and organizational support perception of employees. Additionally, dedication and perceived organizationalsupport partially mediate the relationship between employer branding and job embeddedness. Finally, the theoretical andpractical implication, limitations of the study and suggestions for future research are discussed.