Transformational Leadership and Corporate Reputation: Mediation Effects of Employer Branding

  • Muhammad Zeesahn University of Central Punjab, Lahore
  • Tariq Waheed Qureshi University of Management and Technology, Lahore
  • Shahid Bashir Shaheed Zulfikar Ali Bhutto, Institute of Science and Technology
  • Usman Ahmed University of Central Punjab, Lahore
Keywords: Transformational leadership, employer branding, corporate reputation, management

Abstract

The purpose of this paper is to examine the impact of transformational leadership and corporate reputation on employer branding by testing a hypothesized model. This study employed a quantitative online survey technique. The researcher distributed 350 questionnaires through purposive sampling out of which 132 questionnaires received back for data analysis. Regression analysis was selected to analyze the collected data to test the hypothesis developed from past literature. Results validate that transformational leadership has an impact on employer branding and employer branding has a direct impact on corporate reputation but correlation amid transformational leadership and business reputation goes insignificant when added employer branding showing full mediation of this variable. The present study backs the writings of business reputation that can be developed through transformational leadership and employer branding. The findings would be helpful for organizational leaders in developing strategies to create a corporate reputation.

Published
2020-06-30
How to Cite
Zeesahn, M., Qureshi, T. W., Bashir, S., & Ahmed, U. (2020). Transformational Leadership and Corporate Reputation: Mediation Effects of Employer Branding. Journal of Management and Research, 7(1), 184-211. Retrieved from https://ojs.umt.edu.pk/index.php/jmr/article/view/466