The Mediating Effect of Person-Organization Value Fit on the Relationship Between University branding and Academic Staff Citizenship Behavior

Nowadays, research on employer branding is still growing. A specific focus in the higher education sector limited, so this investigates how impacts organization citizenship behavior and whether person-organization value fit mediates relationship a sample of 332 academic staff members working private Egypt. The data collection was performed using self-administered survey. employs correlation regression analysis to test hypotheses. First, results revealed moderately significant effect practices organizational behavior. Second, has positive mediation between These will help universities determine what extent investing building strong brand retain members.
 
 Received: 7 October 2020 / Accepted: 11 December Published: 17 January 2021