Measuring Affective Commitment to the Employer Brand

The increasing importance of the relationship between an employee and his/her employer, has, in the last two decades, fuelled the application of marketing principles to human resource management, giving rise to the theoretical substance of employer branding. Its main objectives are to attract talent to an organization and engender commitment. Various different factors have shown themselves to be capable of contributing to such brand commitment. This study explores the experience concept of the employer brand and its impact on affective commitment, proposing a three-dimensional structure, similar to that of the consumer brand experience. The results obtained demonstrate the positive effect of the three experiential propositions on affective commitment. A positive experience with the employer brand is important in making the employee develop an affective commitment towards the brand.