Development and validation of a brand personality scale for employers of healthcare staff

Schätzle, Julia; Lindenmeier, Jörg; Saliterer, Iris; Liberatore, Florian

doi:10.1080/10495142.2022.2133067

Publication type:	Article in scientific journal
Type of review:	Peer review (publication)
Title:	Development and validation of a brand personality scale for employers of healthcare staff
Authors:	Schätzle, Julia Lindenmeier, Jörg Saliterer, Iris Liberatore, Florian
et. al:	No
DOI:	10.1080/10495142.2022.2133067
Published in:	Journal of Nonprofit & Public Sector Marketing
Issue Date:	2022
Publisher / Ed. Institution:	Routledge
ISSN:	1049-5142 1540-6997
Language:	English
Subjects:	Scale development; Brand personality; Human resource management; Nonprofit hospital
Subject (DDC):	362.1041: Health economics
Abstract:	This paper develops an instrument to measure the brand personality of employers in the healthcare sector. Focus group interviews, literature and internet searches were used to generate an initial item pool. Based on three online surveys among nursing staff, exploratory and confirmatory factor analyses and Rasch modeling were used for factor extraction, scale refinement, and scale evaluation. These analyses show that the employer brand personality can be operationalized as a higher-order construct with the dimensions of status, warmth, competence, and trustworthiness. In particular, these analyses confirm the reliability and validity of the delineated measurement instrument. Healthcare organizations from the public and nonprofit sector can thus use the measurement scale to assess their image as an employer as well as the effectiveness of their personnel marketing activities.
URI:	https://digitalcollection.zhaw.ch/handle/11475/26655
Fulltext version:	Published version
License (according to publishing contract):	Licence according to publishing contract
Departement:	School of Management and Law
Organisational Unit:	Winterthur Institute of Health Economics (WIG)
Appears in collections:	Publikationen School of Management and Law

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Schätzle, J., Lindenmeier, J., Saliterer, I., & Liberatore, F. (2022). Development and validation of a brand personality scale for employers of healthcare staff. Journal of Nonprofit & Public Sector Marketing. https://doi.org/10.1080/10495142.2022.2133067

Schätzle, J. et al. (2022) ‘Development and validation of a brand personality scale for employers of healthcare staff’, Journal of Nonprofit & Public Sector Marketing [Preprint]. Available at: https://doi.org/10.1080/10495142.2022.2133067.

J. Schätzle, J. Lindenmeier, I. Saliterer, and F. Liberatore, “Development and validation of a brand personality scale for employers of healthcare staff,” Journal of Nonprofit & Public Sector Marketing, 2022, doi: 10.1080/10495142.2022.2133067.

SCHÄTZLE, Julia, Jörg LINDENMEIER, Iris SALITERER und Florian LIBERATORE, 2022. Development and validation of a brand personality scale for employers of healthcare staff. Journal of Nonprofit & Public Sector Marketing. 2022. DOI 10.1080/10495142.2022.2133067

Schätzle, Julia, Jörg Lindenmeier, Iris Saliterer, and Florian Liberatore. 2022. “Development and Validation of a Brand Personality Scale for Employers of Healthcare Staff.” Journal of Nonprofit & Public Sector Marketing. https://doi.org/10.1080/10495142.2022.2133067.

Schätzle, Julia, et al. “Development and Validation of a Brand Personality Scale for Employers of Healthcare Staff.” Journal of Nonprofit & Public Sector Marketing, 2022, https://doi.org/10.1080/10495142.2022.2133067.