Studying the Intermediating Role of Organizational Pride in the Effect of Employer Branding on Sale Performance

Abstract

In the very competitive environments of distributor corporations hiring the sellers who are simultaneously competent and loyal is critical for improving sale performance. Among various determinant of sale performance, this research has investigated the intermediating role of organizational pride in the effect of employer branding on the sellers’ performance. The research is applied in nature and the method is descriptive and correlational. The population of interest consists of 850 sellers of Behpakhsh Corporation, among whom 220 have been randomly selected as the statistical sample. A standard questionnaire was used for data collection. Statistical tests such as confirmatory factor analysis, path analysis and t-test were used for data analysis through the LISREL and SPSS software. The results showed that all five studied aspects of employer branding (economic value, developmental value, social value, diversity value and fame value) have significantly positive effects on the sellers’ performance through organizational pride. Moreover, the current status of such factors was reported appropriate in that company