Title: Analysis of multiple structural relationships among employer brand, proposition value and intention to leave the organisation

Authors: Ali Ostad Hashemi; Fateme Nouri; Negin Gholami; Mansoureh Hourali

Addresses: Department of Management, Payame Noor University, Tehran, Iran ' Deceased; formerly of: Shahroud University of Technology, Shahrud, Iran ' Deceased; formerly of: Shahroud University of Technology, Shahrud, Iran ' Department of Industrial Engineering, Payame Noor University, Tehran, Iran

Abstract: This study aims to analyse the multiple structural relationships among employer brand, value proposition and intention to leave by considering the mediating role of psychological contracts of employees of all branches of Iranian bank. In terms of nature and method, this research is descriptive-correlational and is a survey research in terms of data collection. The statistical population of this study consisted of 200 employees of Iranian bank. In this study, a standard questionnaire was used to compile and collect the required data. In order to assess the reliability; Cronbach's alpha was used. The value of Cronbach's alpha obtained in the questionnaire for all variables is higher than 70%, and the obtained values indicated that the measurement tool has good validity and reliability; received data were analysed with Smart PLS and SPSS software. The result of data analysis showed that the psychological contract between the employer brand and the employee value proposition with the intention of leaving the service in the all branches of Iranian bank, are positively mediated. In particular, the results show that the employer brand and the value proposition of employees have a weak but significant effect on the realisation of the intention to leave.

Keywords: employer brand; employee value proposition; intention to leave; psychological contract; Iranian bank.

DOI: 10.1504/IJPM.2023.130264

International Journal of Procurement Management, 2023 Vol.17 No.1, pp.26 - 43

Published online: 14 Apr 2023 *