Identifying the pattern of relationships between employer branding indicators using multi-criteria decision-making technique: Corporate social responsibility in the fashion industry

Subject Areas : Branding and Business in the Textile Industry

SEIEDEH ROBABEH SEYDI ¹ , Peiman Valipour ² , ELHAM FAZELI VEISARI ³

1 -
2 -
3 -

Received: 2023-08-25 Accepted : 2024-01-13 Published : 2024-02-20

Keywords: branding, fashion industry, social responsibility, small and medium companies,

Abstract :

Abstract                                                                                

This research aims to identify the relationship patterns among employer branding indices in the fashion industry, focusing on corporate social responsibility in small and medium-sized fashion companies. The research is applied in objective, mixed (qualitative-quantitative) in data type, cross-sectional in time frame, and descriptive-survey in methodology. The statistical population includes textile engineering experts, executive managers, and university professors. Ten experts were purposefully interviewed using a theoretical and purposive sampling method, selecting individuals prominent in this field. The quantitative sample also includes 10 randomly selected experts. Data collection tools were semi-structured interviews and questionnaires. Data analysis in the qualitative section followed the six-stage theme analysis using MAXQDA, while the Delphi technique in Excel validated the indicators in the quantitative section. Findings reveal five main dimensions: high-quality and sustainable products, effective brand communications, enhanced social responsibility, positive customer experiences, and innovation. From 132 initial codes extracted from interviews, 25 secondary codes emerged. The Delphi technique confirmed these indicators. The results highlight that innovation in fashion design and production can reduce environmental impact by utilizing recycled and natural materials, new technologies, and sustainable products, ensuring high quality and resource efficiency.

Keywords: branding, fashion industry, social responsibility, small and medium companies

References:

References
[1] Achabou, M.A, Dekhili, S. (2013). Luxury and sustainable development: Is there a match? J. Bus. Res., 66, 1896–1903.
[2] Andruszkiewicz, K., Wierzejski, T., & Siemiński, M. (2024). The Effect of Corporate Social Responsibility and Sustainable Development Practices on Employer Branding A Case Study of an International Corporation Operating in Poland. Sustainability, 16(7), 2654. ‏
[3] Azhdari, A., Nazemi Ardakani, M., & Taghian Omani, E. (2023). Exploring the Relationship between Corporate Reputation, Employer Branding, and Corporate Social Responsibility. Empirical Research in Accounting, 13(4), 221-244.
[4] Azimi, M., Sadeghvaziri, F., Ghaderi, Z., & Michael Hall, C. (2024). Corporate social responsibility and employer brand personality appeal: approaches for human resources challenges in the hospitality sector. Journal of Hospitality Marketing & Management, 33(4), 443-469. ‏
[5] Bahl, S., & Ahallawat, K. (2023). Role of Corporate Social Responsibility in Employer Branding: An Empirical Study. European Economic Letters (EEL), 13(1), 334-339.‏
[6] Diana, Nataly, Chimborazo, Manobanda., María, Fernanda, Sánchez, Urbano., Jorge, Francisco, Abril, Flores., Jorge, Enrique, Jordán, Vaca. (2023). Employer branding en la gestión de atracción y retención del talento humano: un análisis del sector del calzado. Revista ERUDITUS.
[7] Fan, K.-K., & Chang, Y.-T. (2023). Exploring the Key Elements of Sustainable Design from a Social Responsibility Perspective: A Case Study of Fast Fashion
Consumers’ Evaluation of Green Projects. Sustainability, 15(2), 995.
[8] Farm, Shaemi, Barzaki,, Safari. (2020). Designing an employer branding model based on the expectations of talented human resources. Business Management.13(2).
[9] García-Rivas, M. I., Gálvez-Sánchez, F. J., Noguera-Vivo, J. M., & Meseguer-Sánchez, V. (2023). Corporate social responsibility reports: A review of the evolution, approaches and prospects. Heliyon.‏
[10] Gelerd, Parvaneh, Bagheri. (2021). Designing a model for employer branding drivers and their future implications from both internal and external organizational perspectives. Defense foresight.7(25).
[11] Krisztina, Szegedi., Tamas, Nemeth., Dorina, Körtvési. (2023). Employer Branding in the Fashion Industry: CSR Actions by Fashion SMEs. Sustainability.
[12] Mariana, Bassi, Suter., Simone, R., Barakat. (2023). The Emergence of a New Business Approach in the Fashion and Apparel Industry: The Ethical Retailer. Journal of Macromarketing.
[13] Marcia, Thiely, de, Macedo., Dociane, Do, Carmo, da, Silva. (2022). Branding: gestão da marca em empresas da cidade de Araguaína-TO. Revista Tecnologia e Sociedade.
[14] Mirjalili, Marjan, Hajianzehae, Zahra, Zarei, Ali, Ashraf Ganjouei, Farideh. (2023) .Providing a Branding Model for a Selection of Sports Products.The Iranian Journal of Textile Nano-bio Modification.
[15] Mohammadi, Ebrahimi, Mohammadi, Hamed, Morad-Hosseini. (2019). Identifying factors affecting the fashion and clothing industry with an environmental sustainability approach. Textiles and Clothing Science and Technology.9(1).
[16] Niinimaki, K.; Peters, G.; Perry, P. (2020). The environmental price of fast fashion. Nat. Rev. Earth Environ., 1, 189–200. 4. United Nations. The UN High Level Political Forum on Sustainability Development.
[17] Patel, P.R. (2020). Corporate Social Responsibility In India- a Path to Achieve Sustainable Development Goal, International Journal of Creative Research Thoughts, 8(12) 559-568.
[18] Permana, D., & Ekowati, D. (2024). The Influence of Sustainability Marketing, Corporate Social Responsibility, Ethical Branding, and Green Consumerism on Brand Equity and Market Position in the Fashion Industry. International Journal of Business, Law, and Education, 5(2), 1551-1566. ‏
[19] Sehat, Dehghanan, Hamed, Karimi, Alavijeh, Hashemi, Kazem. (2023). Designing a multi-level employer branding model in the commercial banking system. Quarterly Scientific Research Journal of Brand Management9(4).
[20] Shakeri, Kowsar, Hamdi, Karim, Vazifeh Doost. (1402). Designing an employer branding model at the Statistical Center of Iran with a mixed approach. Quarterly Scientific Research Journal of Brand Management.10(3).
[21] Sutono, S., Harsono, I., Nasruddin, N., & Judijanto, L. (2023). The Influence of
Regulatory Policy, Technology Infrastructure, and Human Resource Quality on
Economic Growth in Surabaya City. West Science Journal Economic and
Entrepreneurship, 1(11), 547–556.
[22] Szegedi, K., Németh, T., & Körtvési, D. (2023). Employer branding in the fashion industry: CSR actions by fashion SMEs. Sustainability, 15(3), 1827.
[23] Tadayoni, A., & Asghari Sarem, A. (2023). The Impact of employer branding and corporate reputation on social responsibility with customer orientation. Journal of Strategic Management Studies, 14(53), 49-74.‏
[24] Tkalac Verčič, A., & Verčič, D. (2024). Attitudes toward sustainable development and employer brands: comparing generations X, Y and Z in two countries. Corporate Communications: An International Journal. ‏
[25] ValiPour, Peyman, Sayari (2020). "Examining the impact of brand title, brand awareness, brand attitude, and brand reputation on brand performance in the apparel industry (case study of the LC Man brand)." Textiles and Clothing Science and Technology. 9.
[26] Us, Y., Pimonenko, T., & Lyulyov, O. (2023). Corporate social responsibility and renewable energy development for the green brand within SDGs: A meta-analytic review. Energies, 16(5), 2335.