The brand is my workplace

Purpose: The purpose of this paper is to adapt the well-established concept of “brand equity” in order to define and measure employer branding and its organizational consequences. Design/methodology/approach: This paper utilized structural equation modeling with a large sample of 600 employees to test the proposition that organizational brand equity (OBE) is translated into attitudes toward the workplace (organizational commitment) and has possible behavioral consequences (turnover intentions). Findings: The study findings provide support for a partial mediation model. In addition to a direct association between OBE and turnover intentions, organizational commitment mediates the relationships between OBE and turnover intentions within a 12-month period. Originality/value: Employer branding research is heterogeneous in terms of measurement tools and scope. This paper is part of an emerging perspective that suggests the adoption of the brand equity concept from marketing into the field of OB. This paper investigates the relationships between brand equity, employees’ commitment and turnover intentions. Well-established measures and a large-scale sample of 602 participants are used.