Volume 24 - Issue 1
Gaining Competitive Advantage Through Employer Branding: The Mediating Role of Improved MNCs Organisational Reputation
Surachet Suchaiya, Niyom Suwandej, Nathakorn Kumpetch, Kittisak Jermsittiparsert
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.
Paper Details
Volume: Volume 24
Issues: Issue 1
Keywords: Competitive Advantage, Employer Branding, Organisational Reputation, MNCs
Year: 2020
Month: May
Pages: 2149-2163