Employer Brand and Business Performance: The Role of Intellectual Capital

Marko Slavkovic; Jasmina Ognjanovic

doi:10.5755/j01.ee.35.1.30565

Authors

Marko Slavkovic Faculty of Economics, University of Kragujevac, Serbia https://orcid.org/0000-0002-2604-1228
Jasmina Ognjanovic Faculty of Hotel Management and Tourism in Vrnjačka Banja, University of Kragujevac, Serbia

DOI:

https://doi.org/10.5755/j01.ee.35.1.30565

Keywords:

intellectual capital, employer brand, organizational performance, market performance, hotel

Abstract

Intangible assets play a vital role in the hotel industry, in general, and can also ensure the sustainability of a business during a crisis. The aim of the paper is to identify the impact of employer brand on the business performance of hotel companies, including the mediating effect of intellectual capital as an element of intangible assets. The research was conducted among managers who are employed in 92 hotels, and who evaluated the dimensions of the employer brand, business performance (organisational performance and market performance), and intellectual capital. The research hypotheses were tested using partial least squares structural equation modeling (PLS-SEM). The research model has supported the full mediating effect of intellectual capital between most of the employer brand dimensions and business performance. Results confirm the contribution of the employer brand to the business performance, with the support of intellectual capital and indicate the necessity of mutual use of intellectual capital and employer brand as key assets in a crisis.

Author Biographies

Marko Slavkovic, Faculty of Economics, University of Kragujevac, Serbia

Marko Slavković is an associate professor at the Faculty of Economics, University of Kragujevac. He was appointed vice dean for science for two terms. He is the director of the Center for Lifelong Learning at the University of Kragujevac. As a consultant, he worked for a large numerous of domestic and foreign companies. He is a member of the Serbian Project Management Association. He was a member of the expert team for the development of the National Qualifications Framework.

Jasmina Ognjanovic, Faculty of Hotel Management and Tourism in Vrnjačka Banja, University of Kragujevac, Serbia

Jasmina Ognjanović is an assistant professor at the Faculty of Hotel Management and Tourism in Vrnjačka Banja, University of Kragujevac. She completed her PhD studies in the field of business management in 2020. She is a teacher of Strategic Management and Entrepreneurship and Management. Area of her research interest include strategic management, management of intellectual capital, business performance management, employer brand, and entrepreneurship.