Gaining Competitive Advantage Through Employer Branding: The Mediating Role of Improved MNCs Organisational Reputation

1Surachet Suchaiya, Niyom Suwandej, Nathakorn Kumpetch, Kittisak Jermsittiparsert

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Abstract:

Purpose: The primary purpose of the study is to evaluate the mediating effect of organisational reputation while determining the relationship between employee branding and MNCs competitive advantage. Method/ Design: The study has adopted a quantitative research design involving the survey results collected from 387 MNCs. The SEM technique has been utilised in order to execute the confirmatory analysis along with the path analysis. Findings: Findings reveals that there is a significant and positive relationship between organisational reputation, employee branding and competitive. The findings confirmed that organisational reputation partially mediates the relationship between employee branding and competitive advantage. Limitation: The findings are purely based on the MNCs operating within the IT sector of Malaysia. However, the findings may deviate when if applied to other sector or country.

Keywords:

Competitive Advantage, Employer Branding, Organisational Reputation, MNCs

Paper Details
Month5
Year2020
Volume24
IssueIssue 1
Pages2149-2163