Background: The modern business environment has caused a radical changes in all human
resource management activities. In order to retain a competent and talented workforce,
business organizations should manage job satisfaction, which imposes the need for
a well-designed and implemented human resource management strategy.Purpose: This study
aims to examine the role of affective commitment as a mediator in the relationships
between employer brand values and job satisfaction.Study design/methodology/approach:
Empirical research was carried out on a sample of managers from 146 enterprises in
the Republic of Serbia, and data was collected using a questionnaire technique. After
implementing descriptive and correlation analysis, we used simple and multiple regression
to examine the mediator effects, and the Sobel Z test.Findings/conclusions: Our findings
present empirical evidence on the mediating effects of affective commitment in the
previously listed relationships.Limitations/future research: There are just three
values relevant to the development of an employer branding strategy included in the
study and this is acknowledged as a limitation. According to the models available
in the literature, further research will contain other relevant components of the
employer brand.
