Incidence of Employer Brand on Organizational Commitment Factors in University Professors

Flor de Meliza Ccorisapra-Quintana; Sonia Gladys Gutierrez-Monzón; Christian Karlos Moscoso-Caro; Alonso Portocarrero-Rivera; James Jaír Delgado-Talavera; Rafael Romero-Carazas

doi:10.61707/a8qspc05

Authors

Flor de Meliza Ccorisapra-Quintana Technological University of Peru
Sonia Gladys Gutierrez-Monzón Catholic University of Santa Maria, Peru
Christian Karlos Moscoso-Caro National University of San Agustín de Arequipa
Alonso Portocarrero-Rivera La Salle University, Peru
James Jaír Delgado-Talavera National University of San Agustin De Arequipa
Rafael Romero-Carazas University National of Moquegua, Peru

DOI:

https://doi.org/10.61707/a8qspc05

Keywords:

Organizational Commitment Factors, Employer Brand, Professors, University

Abstract

In competitive environments, the implementation of human management strategies strengthens organizational commitment. This paper analyses the impact of the employer branding on the factors of organizational commitment. The elements of the study were 369 university professors from private and public institutions in Arequipa, and Smart PLS 4.0 software was used for the statistical contrast. The results explain that the employer brand experience has a positive impact on the affective factors, identification with objectives-values and morale. Furthermore, it contributes to the understanding of the theoretical links between the consequences of employer branding and the determinants of organizational commitment factors, both of which are relevant to human resource management in the dynamic environment.