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

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

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.

Suggested Citation

  • Bassant Adel Mostafa & Azza Abd-Elqader El-Borsaly & Eglal Abd-Elmoneim Hafez & Sally Ali Hassan, 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, Richtmann Publishing Ltd, vol. 10, January.
    • Handle: RePEc:bjz:ajisjr:2014
    DOI: https://doi.org/10.36941/ajis-2021-0027
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    References listed on IDEAS

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    1. Jagannath Mohanty & Bhabani P Rath, 2012. "Influence Of Organizational Culture On Organizational Citizenship Behavior: A Three-Sector Study," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 6(1), pages 65-76.
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