The madiating role of affective commitment in the effect of employer brand on turnover intention

This study examines the mediating role of affective commitment in the effect of employer brand on turnover intention. Today, human resources stand out as the most important and value-adding element for businesses. Attracting and retaining a qualified workforce is critical for the success of businesses. Employer brand is an important factor affecting employees' employer preferences, and high employer brand perception can reduce employees' turnover intention and increase their emotional commitment. In this context, this study investigates how the effect of employer brand on turnover intention changes through emotional commitment. The study was conducted on employees working in five-star hotel establishments operating in the tourism sector. As a sample, 500 employees working in hotel establishments in Bodrum region, one of the most important tourism destinations in Turkey, were selected. In the data collection process, demographic questions and scales to measure employer brand, emotional commitment and turnover intention were used. The data obtained were stored in computer environment and analyzed with SPSS and Process Macro software. Hypotheses were tested by applying structural equation modeling. As a result, it is revealed that in organizations with high employer brand perception, employees' turnover intentions may decrease and this effect may be strengthened by emotional commitment. This study emphasizes the importance of employer brand management on employee engagement and business performance.