Incidence of Employer Brand on Organizational Commitment Factors in University Professors

In competitive environments, the implementation of human management strategies strengthens organizational commitment. This paper analyses the impact of the employer branding on the factors of organizational commitment. The elements of the study were 369 university professors from private and public institutions in Arequipa, and Smart PLS 4.0 software was used for the statistical contrast. The results explain that the employer brand experience has a positive impact on the affective factors, identification with objectives-values and morale. Furthermore, it contributes to the understanding of the theoretical links between the consequences of employer branding and the determinants of organizational commitment factors, both of which are relevant to human resource management in the dynamic environment.