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The Impact of Mentoring and Helping Relationships in the Informal Process of Employee Branding: Construction of the Measuring Instrument

Author

Listed:
  • Andrea Sousa

    (Universidade de Évora and CEFAGE-UE, Portugal)

  • João Thomaz

    (GP2/CIn/UFPE and ISLA, Instituto Superior de Gestão e Administração de Leiria, Portugal)

  • Paulo Ferreira

    (Escola Superior Agrária de Elvas, Inst. Politécnico de Portalegre and CEFAGE-UE, Portugal)

  • Fátima Jorge

    (Universidade de Évora and CICP, Portugal)

  • Eulália Santos

    (CIDMA, University of Aveiro, Portugal)

Abstract

The process of employee branding (EeB), according to Miles and Mangold (2004; 2005) promotes and strengthen the psychological contract between employees and the organization by increasing and maximizing the employees’ sense of commitment and loyalty. The object of this research focuses on the measurement of the impact of mentoring and helping relationships in the informal process of EeB, with a focus on People and on an integrated vision of the Human Resources Management and Organizational Behavior, based on the exchange ratio of Relationship Marketing. With the introduction of a new variable (mentoring and helping relationships), this article focuses on the construction of the measuring instrument and the confirmation of its validity and reliability, in order to measure the involvement and internalization of the “effect of employee brand” in organizations.

Suggested Citation

  • Andrea Sousa & João Thomaz & Paulo Ferreira & Fátima Jorge & Eulália Santos, 2016. "The Impact of Mentoring and Helping Relationships in the Informal Process of Employee Branding: Construction of the Measuring Instrument," CEFAGE-UE Working Papers 2016_10, University of Evora, CEFAGE-UE (Portugal).
    • Handle: RePEc:cfe:wpcefa:2016_10
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    References listed on IDEAS

    as
    1. JosÉ Figueira & Salvatore Greco & Matthias Ehrogott, 2005. "Multiple Criteria Decision Analysis: State of the Art Surveys," International Series in Operations Research and Management Science, Springer, number 978-0-387-23081-8, April.
    2. Miles, Sandra Jeanquart & Mangold, W. Glynn, 2005. "Positioning Southwest Airlines through employee branding," Business Horizons, Elsevier, vol. 48(6), pages 535-545.
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    More about this item

    Keywords

    employee branding; human resources management; relationship marketing; mentoring and helping relationships; measuring instrument.;
    All these keywords.

    JEL classification:

    • M12 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Personnel Management; Executives; Executive Compensation
    • M54 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics - - - Labor Management

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