Modeling the Path to Brand Advocacy by Examining the Role of Employer Branding Dimensions – Evidence from Indian Education Sector

Organizations are rapidly realizing the need to create strong employer brands to draw in and keep top talent in today's fiercely competitive business environment. Along with the emphasis on hiring and retaining talent, there is a growing understanding that employees may function as useful brand ambassadors and enhance an organization's external brand image. The paper seeks to investigate the process of brand advocacy by analysing the function of several aspects of employer branding. The study employs a conclusive design approach and quantitative surveys to collect data from employees across different educational institutions. Key dimensions of employer branding, such as work environment, Market value, social value, Economic value and cooperative value are identified and operationalized. The quantitative phase involves testing a structural equation model to examine the relationships between the identified dimensions of employer branding, Brand Differentiation, Affective Association, Employee engagement, and brand advocacy. The results reveal significant positive associations between employer branding dimensions and Brand Differentiation suggesting that Branding activity created unique identity for the Brand. Moreover, the findings highlight the mediating role of employee engagement and Affective association in the relationship between employer branding dimensions and brand advocacy