The Effect of Perceived Employer Branding on Organization Citizenship Behavior and Organizational Commitment with the Moderating Effect of Person Organization Fit: An Applied Study on Private Higher Education Sector

Abstract

The main purpose of this study is to measure the effect of perceived employer branding (EB) on creating a higher level of organizational commitment (OC) and organizational citizenship behavior (OCB) acts, by attempting to identify the impact of person-organization values fit (P-O fit) as moderator, that could strengthen the relationship between the research variables within the private higher education context.

Data collection was performed using a questionnaire form that was conducted on a sample of 367 academic staff members working in 7 private universities including all the academic posts ranging from teaching assistants to Professors. The study employs correlation and regression tests to determine the relationship between the research variables from an existing staff perspective.