The Impact of Employees' Ethical Behavior on Employer Brand Development with the Mediating Role of Employee Loyalty and Engagement: A Study in Innovative Organizations
Keywords:
Ethical behavior of employees, employer brand, employee loyalty, job involvement, human capital, innovative organizations, human resource managementAbstract
In innovative organizations, organizational ethics is recognized as one of the key factors in developing the employer brand. This article examines the relationship between employees’ ethical behavior and employer brand development and analyzes the mediating role of employee loyalty and job engagement in this relationship. The research findings indicate that employees’ ethical behavior not only enhances their loyalty and job engagement but also contributes to the improvement of the employer brand through these two mediating components. The results emphasize that the employer brand can be strengthened only when organizational ethics is effectively institutionalized in the work environment. Furthermore, gaps were identified in the existing literature, including the need for localized models suitable for the Iranian context and longitudinal analyses to gain a deeper understanding of the dynamics of organizational ethics. Future research should consider cultural, generational, and longitudinal methodological issues to provide a more accurate depiction of the impact of organizational ethics on the employer brand.
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