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Authors
Affiliations
1 Jaipuria Institute of Management, Gomti Nagar, Lucknow 226010, IN
2 Human Resource Management Area, Management Development Institute, Sukhrali Road, Gurgaon 122001, IN
3 Management Development Institute, Gurgaon 122001, IN
Source
Indian Journal of Industrial Relations: Economics & Social Dev., Vol 52, No 4 (2017), Pagination: 659-674
Abstract
This study addresses the research gaps by attempting to design a conceptually grounded, psychometrically sound instrument to measure employer brand. A cross-sectional sequential mixed-method is used for the scale development process where exploratory qualitative study is followed by a conclusive quantitative approach. An iterative testing and refinement procedure using three field surveys on a sample of 425 prospective employees, leads to a final eleven-item scale of employer brand that exhibits adequate levels of reliability, and convergent, discriminant and, nomonological validity. Structural equation modeling is used to confirm the factor structure. Results prove employer brand as a multidimensional construct. Strong factor structures and reasonably good performance in all validity criteria indicate that the instrument offers value for future empirical research.
