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Volume 3
Measuring an employer brand: a study towards valid scale development (as a second-order factor of a structural model)
Navin Kumar Shrivastava, Arvind Virendranath Shukla
The study aims to conceptualise, develop and validates a scale to measure an employer brand(ing) (EB) based on the opinion of existing and potential employees. A total of 431 student-respondents from B-Schools across India were surveyed in a cross-sectional study using a 70-item scale generated through literature review and expert interviews. Through exploratory factor analysis, six EB dimensions were derived. These were further validated using confirmatory factor analysis on data of 120 employees of the...