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

Bassant Adel  Mostafa; Azza Abd-Elqader  El-Borsaly; Eglal Abd-Elmoneim  Hafez; Sally Ali  Hassan

doi:10.36941/ajis-2021-0027

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