THE RELATIONSHIP BETWEEN ORGANIZATIONAL COMMITMENT AND EMPLOYEE BRANDING
DOI:
https://doi.org/10.24867/10GI03RatkajecKeywords:
Organizational commitment, employee branding, affective commitment, internal brandingAbstract
The aim of this paper is to determine the relationship between organizational commitment and employee branding.The analysis is based on determining the nature of organizational commitment and how employee branding contributes to the various components of organizational commitment. What is the nature of the relationship between different components of organizational commitment and employee branding?Are there any differences in the relationship between organizational commitment and employee branding based on sociodemographic variables?
The research was conducted in June and July 2019 based on the answers of 57 participants. The obtained information was processed using a statistical software IBM SPSS. The results indicate that there is a weak positive relationship between affective commitment and employee branding. There are no statistically significant relationships between internal branding and continual and normative commitment.
References
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[17] Aurand, W., Bishop, T. R., & Gorchels, L. (2005). Human resource management's role in internal branding: An opportunity for cross-functional brand message synergy. The Journal of Product and Brand Management.
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[19] Ivanišević A., Katić I., Marjan L., Buchmeister B.,: Business plan feedback for cost effective business processes, Advances in Production Engineering & Management, Vol. 11 (2016) br. 3 ISSN 1854-6250 Print, ISSN 1855-6531 Online, pp. 173-183, http://dx.doi.org/10.14743/apem2016.3.218
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[2] Mowday, R. T., Porter, L. W., & Dubin, R. (1974). Unit performance, situational factors and employee attitudes in spatially separated work units. Organizational Behavior and Human Performance.
[3] Zubanov V., Katić, I., GrubićNešić L, Berber N.: The Role of Management Teams in Business Success:Evidence,Inzinerine Ekonomika_Engineering Economics, 2017, Vol.28 No.1, pp 68-78, DOI: DOI: http://dx.doi.org/10.5755/j01.ee.28.1.15132 Print ISSN: 1392-2785 Online ISSN: 2029-5839
[4] Steers, R. M. (1977). Antecedents and outcomes of organizational commitment. Administrative Science Quarterly
[5] Goldsmith, M. (2008). How to Increase Employee Commitment. Harvard Business Review.
[6] Punjaisri, K., & Wilson, A. (2007). The role of internal branding in the delivery of employee brand promise. Journal of Brand Management.
[7] Caught, K., & Shadur. (2000). The measurement artifact in the organizational commitment questionnaire. Psychological Reports.
[8] Katić I., Ivanišević A.,Grubić Nešić L., Penezić N.: Effects of Sociodemographic Characteristics and Personality Traits on Career Development, The International Journal of Aging and Human Development, DOI: 10.1177/0091415017743008, 0(0) 1–16, Article first published online: November 24, 2017, ISSN: 0091-4150, Online ISSN: 1541-3535 Volume: 87 issue: 2, page(s): 201-216
[9] Morrow, P. C. (1983). Concept redundancy in organizational research: The case of work commitment. Academy of Management Review.
[10] Allen, N. J., & Meyer, J. P. (1990). The measurement and antecedents of affective, continuance and normative commitment to the organization. Journal of Occupational Psychology.
[11] Radosavljevic, Z., Cilerdzic, V., & Dragic, M. (2017). Employee organizationalcommitment. International Review.
[12] Cvijić M., Tatarski J., Katić I., Vekić A, Borocki J.,:Entrepreneurial Orientation of Public Universities in Republic of Serbia-Empirical Study, Sustainability 2019, Special Issue Towards Resilient Entrepreneurship and Technological Development in Self-Sustainable Economies, 11(6),1509, pp-1-13;https://doi.org/10.3390/su11061509, Received: 26 December 2018 / Revised: 22 February 2019 / Accepted: 9 March 2019 / Published: 13 March 2019
[13] Wiener, Y. (1982). Commitment in Organization: A Normative View. Academy of Management Review.
[14] Webster, C. (1992). What kind of marketing culture exists in your service firm? An audit. Journal of Services Marketing.
[15] Katić I., Knežević T., Berber N., Ivanišević, A., & Leber, M. The Impact of Stress on Life, Working, and Management Styles: How to Make an Organization Healthier?. Sustainability 2019 , Special Issue Psychology of Sustainability and Sustainable Development), 11(15), 4026.,pp. 1-14 https://doi.org/10.3390/su11154026, Received: 29 May 2019 / Revised: 8 July 2019 / Accepted: 22 July 2019 / Published: 25 July 2019
[16] Gapp, R., & Merrilees, B. (2006). Important factors to consider when using internal branding as a management strategy: A healthcare case study. Journal of Brand Management.
[17] Aurand, W., Bishop, T. R., & Gorchels, L. (2005). Human resource management's role in internal branding: An opportunity for cross-functional brand message synergy. The Journal of Product and Brand Management.
[18] Drake, S., Gulman, M., Roberts, S. 2005). Light Their Fire: Using Internal Marketing to Ignite Employee Performance and Wow Your Customers. Kaplan Publishing.
[19] Ivanišević A., Katić I., Marjan L., Buchmeister B.,: Business plan feedback for cost effective business processes, Advances in Production Engineering & Management, Vol. 11 (2016) br. 3 ISSN 1854-6250 Print, ISSN 1855-6531 Online, pp. 173-183, http://dx.doi.org/10.14743/apem2016.3.218
[20] Bartikowski, Boris & Walsh, Gianfranco & Beatty, Sharon. (2011). Culture and Age as Moderators in the Corporate Reputation and Loyalty Relationship. Journal of Business Research. 64. 966-972. 10.1016/j.jbusres.2010.11.019.
[21] Biehal, Gabriel & Sheinin, Daniel & Professor, Associate & Marketing, Of & Smith, Robert. (2007). The Influence of Corporate Messages on the Product Portfolio. Journal of Marketing American Marketing Association ISSN. 71. 12-25. 10.1509/jmkg.71.2.12.
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Published
2020-12-06
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Section
Industrial Engineering and Management
