Authors : Mansour Panahi and Rasoul Sanavi Fard
Abstract: Employer branding as a long-term strategy for managing knowledge and perceptions of actual, potential and stakeholders which includes direct and indirect experiences related to the organization. Organizations need along with branding their products,will invest in branding the organization as an employer as well as employees and are its internal customers. In fact, an intangible asset to its employer brand and the company’s perceived. The purpose of this study as a method of research is descriptive-survey the population under study five areas of Mellat Bank in Tehran. A sample of multi-stage sampling and ultimately a simple random sampling method is used. Structural equation modeling was used to analyze the research that Lisrel Software was used to do this. The results showed that employer brand, work-life balance, organizational culture, the strength of the brand, rewards and benefits and work environment also has an impact on the Mellat bank’s marketing performance.
Mansour Panahi and Rasoul Sanavi Fard, 2016. The Impact of Employer Brand on Marketing Performance in the Banking Industry. International Business Management, 10: 6182-6188.