The Role of Employees Brand Love and Affective Commitment in the Relationships between Organizational Trust, Positive Word-of-mouth and Job Turnover Intention

The present study aims to investigate the role of employees brand love and affective commitment in the relationships between organizational trust, positive word-of-mouth and job turnover intention in Isfahan University of Medical Sciences. The method of this research  was applied in terms of purpose and descriptive-correlation in terms of the nature and method of data collection. The statistical population of this research includes all staff members of Isfahan University of Medical Sciences (329 people), which was determined using Cochran's formula, and the sample size was 177 people, and the non-probability sampling method was available. The tool of data collection in this research was a questionnaire that included the questionnaires of employees brand love and positive word-of-mouth Carroll & Ahuvia (2006); job turnover intention questionnaire Rosin & Korabik (1991); the organizational trust questionnaire Kanawattanachai & Yoo (2002); and affective commitment questionnaire Allen & Meyer (1990) were used. The validity of the measurement tool was confirmed using the opinions of experts in this field and divergent and convergent validity, and Cronbach's alpha coefficient and composite reliability were used to determine the reliability of the measurement tool. The analysis method used in this research is the structural equation modeling technique. The research findings showed that organizational trust has a significant effect on employees brand love and affective commitment; Also, employees brand love has a significant effect on affective commitment, positive word-of-mouth, and job turnover intention; Also, affective commitment has a significant effect on job turnover intention; Also, employees brand love and affective commitment play a consecutive mediating role in the relationship between organizational trust and job turnover intention; Also, employees brand love and affective commitment play a sequential mediating role in the relationships between organizational trust and positive word-of-mouth.