1.
Pallavi Srivastava
– Assistant Professor, OB &HR, Jaipuria Institute of Mgt., Lucknow, Uttar Pradesh, India.
2.
Jyotsna Bhatnagar & Ashok Pratap
– Assistant Professor, OB &HR, Jaipuria Institute of Mgt., Lucknow, Uttar Pradesh, India.
Abstract
This study addresses the research gaps
by attempting to design a conceptually
grounded, psychometrically sound instrument
to measure employer brand. A
cross-sectional sequential mixed-method
is used for the scale development process
where exploratory qualitative study
is followed by a conclusive quantitative
approach. An iterative testing and refinement
procedure using three field surveys
on a sample of 425 prospective employees,
leads to a final eleven-item scale
of employer brand that exhibits adequate
levels of reliability, and convergent,
discriminant and, nomonological
validity. Structural equation modeling is
used to confirm the factor structure. Results
prove employer brand as a multidimensional
construct. Strong factor structures
and reasonably good performance
in all validity criteria indicate that the
instrument offers value for future empirical
research.
