Employer Brand

In this study, employer brand refers a set of tangible and intangible benefits offered by the
organisation to attract potential employees and retain existing employees. This construct was
measured by 14 items adapted by the interviewees in the form of three dimensions (or sub-scales)
as follows: functional (seven items), psychological (five) and economic (two). One sample item
from each sub-scale includes “My organisation provides us online training courses,” “Employees
apply the latest technology at the workplace,” “My organisation provides overtime
pay/compensation,” respectively. All of these items were rated on a five -point Likert scale ranging
from 1 (strongly disagree) to 5 (strongly agree). There are no reverse-coded items of this variable.
This scale has been used in various previous studies (e.g. Nunnally, J. (1978), Psychometric
Theory, McGraw-Hill, New York, NY.) and have demonstrated very good psychometric properties
i.e. Cronbach alpha 0.82.

References

Ambler, T., & Barrow, S. (1996). The employer brand. Journal of brand management, 4(3), 185-206.

Nunnally, J., & Bernstein, I. H. (1978). Psychometric Theory, edMcGraw-Hill. New York, NY, USA,