The effect of employer brand dimensions on job satisfaction: gender as a moderator
Purpose The purpose of this paper is to identify key dimensions of employer brand (EB) and empirically examine the impact of different dimensions of EB upon job satisfaction. A six factor EB model has been tested for reliability and validity through confirmatory factor analysis. The study also addresses the moderating role of gender in the relationship between EB dimensions and job satisfaction. Design/methodology/approach Structural equation modelling has been adopted to determine the contribution of EB dimensions towards job satisfaction of employees. Key dimensions of EB are identified through literature review. Item generation has been done through literature review and exploratory structured interviews with employees. Findings The results demonstrate that EB acts as a critical predictor of job satisfaction. All the six dimensions of EB (training and development, reputation, organisation culture and ethics and corporate social responsibility, work life balance and diversity) were found to be cri.