Mediation and Moderated Mediation in the Relationship among Employer Brand, Perceived Organizational Support, Organizational Identification and Work Outcomes

The aim of the present study is to explore the relationships between employer brand and employees'' work outcomes, hoping to understand its process by internal marketing viewpoint. Using structured questionnaires, we collected data from 506 full-time employees working in various organizations and industries in Taiwan. Multiple regression analysis showed that employer brand had positive effects on work performance and job satisfaction. In contrast, employer brand had a negative effect on turnover intention. Based on the social identity theory, organizational identification is an important mediator linking employer brand and work outcomes. Furthermore, the results of moderated mediation analysis confirmed that perceived organizational support would compensate low organizational identification and enhance employees’ work performance. Perceived organizational support also compensated the weak employer brand, enhanced organizational identification, and had a positive effect towards job satisfaction.