Author(s) :   Dr. Meera Arora, Priyanka Yadav

Abstract : This research explores the dynamic relationship between employee branding strategies and Organizational Citizenship Behavior (OCB). Employee branding, a prominent concept in marketing, involves leveraging employees to portray the organization's brand image to customers and stakeholders. With a focus on employee branding strategies such as Work Environment, Performance Appraisal, Communication, and Employee Participation, the research employs multiple regression analysis to examine their impact on OCB. The empirical investigation involves a sample of 180 employees from major companies in organized retail sector in the National Capital Region (NCR). The findings indicate a statistically significant relationship between employee branding strategies and OCB, as evidenced by multiple regressions. The results highlight the collective contribution of Employee Participation, Communication, Work Environment, and Performance Appraisal to explaining the variance in OCB. These findings can inform practitioners in developing effective employee branding strategies that positively influence organizational outcomes, fostering a workplace culture characterized by strong brand representation and positive citizenship behaviors.

DOI : 10.61161/ijarcsms.v11i12.2

Pages : 10-15

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