01795nam a22001697a 4500999001900000008004100019100002800060245012300088260003600211300003200247520106900279650011101348773003601459906001601495942000701511952010701518  c519423d519423220314b           ||||| |||| 00| 0 eng d  aKhan, Nawab Ali 932348  aAssessing the nexus between employer branding and employee retention: Moderating role of organizational identification  aManagement and Labour Studies    a46(4), Nov, 2021: p.379-398  aThe purpose of this study is to examine the relationship between employer branding and employee retention. Moreover, this article investigates the moderating effect exerted by organizational identification in the relationship between employer branding and employee retention. The research is cross-sectional with the data gathered from Indian IT employees through a self-administered questionnaire. The data were analysed using regression and PROCESS Macro. The findings provide empirical insights on how employer branding helps in transferring to retaining employees. Also, the moderation analysis highlights the importance of organizational identification in ensuring employees’ long-term association with an organization. The results explicate the criticality of a positive identity in strengthening the effect of employer branding on employee retention. Despite numerous studies, the literature lags in understanding the role of organizational identification as a catalyst in the relationship between employer branding and employee retention. – Reproduced   aEmployee retention, Employer branding, Organizational identification, India, IT industry, Moderator930435  aManagement and Labour Studies    aEMPLOYEMENT  cAR  00102ddc40709393497aIIPAbIIPAd2022-03-14h46(4), Nov, 2021: p.379-398pAR126334r2022-03-14yAR