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A Multi-dimensional Scale for Measuring Employer Brand

Indian Journal of Industrial Relations

Volume 52 Issue 4

Published: 2017
Author(s) Name: Pallavi Srivastava, Jyotsna Bhatnagar & Ashok Pratap | Author(s) Affiliation: Assistant Professor, OB &HR, Jaipuria Institute of Mgt., Lucknow, Uttar Pradesh, India.
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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.

Keywords: N.A.

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