Do employees benefit from employer branding strategy? The mediator role of affective commitment


  • Marko Slavkovic University of Kragujevac, Faculty of Economics, Kragujevac, Serbia
  • Marija Mirić University of Kragujevac, Faculty of Economics, Kragujevac, Serbia



employer brand, strategic human resource management, , organizational culture, training and development, reputation, job satisfaction, affective commitment


Background: The modern business environment has caused a radical changes in all human resource management activities. In order to retain a competent and talented workforce, business organizations should manage job satisfaction, which imposes the need for a well–designed and implemented human resource management strategy.

Purpose: This study aims to examine the role of affective commitment as a mediator in the relationships between employer brand values and job satisfaction.

Study design/methodology/approach: Empirical research was carried out on a sample of managers from 146 enterprises in the Republic of Serbia, and data was collected using a questionnaire technique. After implementing descriptive and correlation analysis, we used simple and multiple regression to examine the mediator effects, and the Sobel Z test.

Findings/conclusions: Our findings present empirical evidence on the mediating effects of affective commitment in the previously listed relationships.

Limitations/future research: There are just three values relevant to the development of an employer branding strategy included in the study and this is acknowledged as a limitation. According to the models available in the literature, further research will contain other relevant components of the employer brand.