Title: Impact of mediation role of trust on quality of work life and employer branding

Authors: Shivani Agarwal; Anjali Jindal

Addresses: KIET School of Management, KIET Group of Institutions, Delhi-NCR, Ghaziabad, India ' IILM Graduate School of Management, Greater Noida, Uttar Pradesh, India

Abstract: The study aims to examine the connection between perceptions of quality of work life and employer branding with the mediating role of trust for a sample of 324 employees working in the IT industry located in NCR. Hierarchical regression analysis was applied to assess the hypothesis. The findings revealed that employees can connect the dots of quality of work life with employer branding where trust partially mediates the relationship. The findings of the result recommend that organisations can develop an environment of trust when they provide good quality of work to their employees. When this notion further prevailed in the organisations, it has shown as a significant antecedent of employer branding. The major contribution of the study is to fill the paucity of organisational branding literature by adding the two different constructs namely, quality of work life and trust as an antecedent of employer branding. Several limitations and future implications were also mentioned.

Keywords: quality of work life; employer branding; trust; Indian IT organisations.

DOI: 10.1504/IJMP.2022.125478

International Journal of Management Practice, 2022 Vol.15 No.5, pp.609 - 621

Received: 25 Jul 2020
Accepted: 21 Jul 2021
Published online: 12 Sep 2022 *

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