الفهرس 
Research FrameworkOnly 14 pages are availabe for public view
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Abstract
The main purpose of this study is to measure the effect of perceived employer branding (EB) on creating a higher level of organizational commitment (OC) and organizational citizenship behavior (OCB) acts, by attempting to identify the impact of person-organization values fit (P-O fit) as moderator, that could strengthen the relationship between the research variables within the private higher education context. Data collection was performed using a questionnaire form that was conducted on a sample of 367 academic staff members working in 7 private universities including all the academic posts ranging from teaching assistants to Professors. The study employs correlation and regression tests to determine the relationship between the research variables from an existing staff perspective. The findings indicated a significant strong effect of perceived employer branding on organization commitment, while on the other hand it presented a significant moderate effect of perceived EB on organizational citizenship behavior, while for the purpose of testing POF as a moderating variable on the relationship between research variables, first it was concluded that P-O value Fit does not moderate the relationship between EB and OC, which could be explained due to the presence of direct strong effect of EB on OC but on the other hand, P-O value Fit has a positive significant moderation effect on the relationship between EB and OCB. The results would be useful for private universities to help them pinpoint the aspects and attributes that academic staff find attractive and non-attractive during their employment experience, accordingly formulate an effective
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employer branding strategy that will likely foster their commitment level and strengthen their sense of citizenship behavior. Therefore, this study is one of the few studies that test the simultaneous relationship between perceived employer branding (EB), organizational commitment (OC) and citizenship behavior (OCB) applied on private higher education sector. Keywords: Employer branding attributes, Organizational Commitment, Organizational Citizenship Behavior, Person Organization Value Fit and Private Higher Education Sector.