Organizational Culture Management

Organizational Culture Management

Investigating the Effect of Organizational Citizenship Behavior on Employer Branding with the Mediating Role of Affective Commitment, Employer Attractiveness, and Employer Brand Identification

Articles in Press

Document Type : Research Article

Authors
Seyyed Amirreza Bahrami 1
Ebrahim Zarepour Nasirabadi 2
Yasaman Mousavi 3
1 Department of Management, Faculty of Governance, Shahed University, Tehran, Iran
2 Assistant Professor, Department of Business Management, Shahed University, Tehran, Iran
3 Management, Social and Economic Sciences, Alzahra University, Tehran, Iran
10.22059/jomc.2026.412483.1008986
Abstract
Objective: This study aimed to investigate the effect of organizational citizenship behavior on employer branding, considering the mediating role of affective commitment, employer attractiveness, and employer brand identification.

Method: In terms of purpose, this research is applied, and in terms of data collection, it is a descriptive-survey study of a correlational type. The statistical population included all employees working at Pasteurno Hospital in Tehran. Using stratified random sampling, a sample of 180 participants was selected based on Morgan’s table. Data were collected through standard questionnaires and analyzed using Smart-PLS software.

Findings: The results indicated that although the direct effect of organizational citizenship behavior on employer branding was not significant, this variable played a key role as a primary antecedent in the model. All three mediating variables had a direct, positive, and significant effect on employer branding. Employer brand identification showed the strongest direct effect, followed by employer attractiveness and affective commitment. Organizational citizenship behavior also had a significant indirect effect on employer branding through the three mediating mechanisms.

Conclusion: The findings suggest that organizational citizenship behaviors alone are not sufficient to strengthen employer branding. Rather, their impact is realized through fostering affective commitment, enhancing perceived employer attractiveness, and strengthening employees’ identification with the employer brand.
Keywords
Organizational Citizenship Behavior
Employer Branding
Affective Commitment
Employer Attractiveness
Brand Identification
Subjects
Organizational Culture Management

Articles in Press, Accepted Manuscript
Available Online from 05 October 2026