The Relationship Between Brand Awareness and Intention to Leave: The Moderator Effect of Brand Satisfaction

Abstract

Purpose – In this study, it is assumed that there is a significant relationship between brand awareness and turnover intention and it is aimed to examine the moderating effect of brand satisfaction on the relationship between them. In addition to demographic characteristics, organizational factors also have an impact on employees' intentions to leave. It is assumed that employees who have a positive attitude towards the employer brand may have a sense of organizational belonging and satisfaction according to the social identity theory and that perceived brand satisfaction will play a regulatory role in turnover intention. Design/methodology/approach – In accordance with this purpose, 437 people were reached by convenience sampling method from the clerical employees (clerical workers, managers, and technicians) of two hospitals in Ankara. In this study, the survey technique, one of the quantitative data collection methods, is used. Findings – In the analysis of the data correlation and regression tests were used. The results of the analysis revealed that there is a negative significant relationship between brand awareness and intention to leave, and brand satisfaction has a moderator effect in this relationship. In addition, there is a negative significant relationship between brand satisfaction and intention to leave. Discussion – In this study, it was determined that brand awareness and brand satisfaction have a negative effect on intention to leave. The results supported the related literature.