Author(s): Dr. Meera Arora¹, Priyanka Yadav²

Abstract: This study investigates the relationship between employee branding strategies and organizational citizenship behavior (OCB) within the organized retail sector in the National Capital Region (NCR) of Delhi. Using structural equation modeling, data were collected from employees in various organized retail companies, assessing factors such as employee participation, job satisfaction, work environment, training and development, performance appraisal, and communication. The results reveal significant positive associations between employee branding strategies and OCB, highlighting the importance of fostering a supportive work environment, effective communication channels, and opportunities for employee development in promoting proactive organizational citizenship behaviors.

Keywords: Employee Branding Strategies, Organizational Citizenship Behavior, Organized Retail Sector etc.

DOI:10.61165/sk.publisher.v12i1.1

Download Full Article from below:

Exploring the Relationship between Employee Branding Strategies and Organizational Citizenship Behavior: an investigation of organized retail sector in NCR Delhi

Pages:1-6