1. Identifying Factors of Employer Brand in Sugarcane Industries in Khuzestan Province and Proposing its Model via Thematic Analysis.
- Author
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Alipour, Rostam, Haghighi, Mansoureh Moradi, and Alian, Farshad Haji
- Subjects
EMPLOYER branding (Marketing) ,SUGARCANE industry ,THEMATIC analysis ,STATISTICAL reliability ,JUDGMENT sampling ,COHEN'S kappa coefficient (Statistics) - Abstract
This study aims to identify factors of employer brand in Sugarcane Industries in Khuzestan province and proposing its model via thematic analysis. In this regard, the present study has been conducted through qualitative approach via Braun & Clarke's thematic analysis. It is applicable from objective aspect. For data collection, 18 experts including professors, senior managers and faculty professors were being interviewed using semi-structured interview through purposive sampling. Then, the information extracted from the texts and interviews were classified and analyzed using thematic analysis. Reliability was examined and confirmed by means of two methods, i.e. inter-coder agreement procedure and test-retest reliability. To calculate degree of agreement, Cohen's kappa coefficient in SPSS software was employed that was obtained equal to 0.75 and showed acceptable reliability. Also, to ensure validity of the research, the findings were confirmed by three academic experts besides the use of sensitivity strategy of the researcher in the research process. The results revealed classification of one global theme including employer brand, six organized themes including economic, functional, social, developmental, psychological and political factors, and 18 basic themes. It can be stated that employer brand is a key success factor in the current world. Sugarcane Industries in Khuzestan province has enhanced its employer brand through eliminating the existing challenges and implementing the suggested strategies and has become an ideal employer. [ABSTRACT FROM AUTHOR]
- Published
- 2024