The Mediating Effect of Person-Organization Value Fit on the Relationship Between University branding and Academic Staff Citizenship Behavior

Authors

  • Bassant Adel Mostafa Lecturer, Faculty of Business Administration, Economics and Political Science, The British University in Egypt "BUE", Suez Desert Road, El Sherouk City, Cairo 11837 Egypt
  • Azza Abd-Elqader El-Borsaly Associate Professor, Faculty of Business, Ain Shams University, El Khalefa El Mamoon Street, Cairo 11566, Egypt
  • Eglal Abd-Elmoneim Hafez Professor, Faculty of Business, Ain Shams University, El Khalefa El Mamoon Street, Cairo 11566, Egypt
  • Sally Ali Hassan Lecturer, Faculty of Business, Ain Shams University, El Khalefa El Mamoon Street, Cairo 11566, Egypt

DOI:

https://doi.org/10.36941/ajis-2021-0027

Keywords:

University branding, Employer Branding, Organizational Citizenship Behavior, Person Organization Value Fit and Private Higher Education Sector

Abstract

Nowadays, research on employer branding is still growing. A specific focus on branding in the higher education sector is still limited, so this research investigates how employer branding impacts organization citizenship behavior and whether person-organization value fit mediates this relationship on a sample of 332 academic staff members working in the private higher education sector in Egypt. The data collection was performed using a self-administered survey. The research employs correlation and regression analysis to test the research hypotheses.  First, the results revealed a moderately significant effect of employer branding practices on organizational citizenship behavior. Second, person-organization value fit has a positive significant mediation effect on the relationship between employer branding and organizational citizenship behavior. These results will help private universities determine to what extent investing in building a strong employer brand will help retain academic staff members.

 

Received: 7 October 2020 / Accepted: 11 December 2020 / Published: 17 January 2021

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Published

2021-01-17

How to Cite

Mostafa, B. A. ., El-Borsaly, A. A.-E. ., Hafez, E. A.-E. ., & Hassan, S. A. . (2021). The Mediating Effect of Person-Organization Value Fit on the Relationship Between University branding and Academic Staff Citizenship Behavior. Academic Journal of Interdisciplinary Studies, 10(1), 313. https://doi.org/10.36941/ajis-2021-0027