FACTEURS EXPLICATIFS DES COMPORTEMENTS DE CITOYENNETE ORGANISATIONNELLE: MODELE DE LA MARQUE EMPLOYEUR EN CONTEXTE CULTUREL AFRICAIN

Résumé

The objective of this article is to show tbe mechanism of tranmission of the effects induced by the experiences of the employer brand, dictated by African cultural values, on organizational citizenship behaviors (OCBs) through two serial mediators that are the psychological contract violation and the affective involvment. Data was collected from 325 Beninese employees. The method of the Macro PROCESS procedure SPSS in its version 3._5 recommended by Hayes was coupled to the test of the model under the Amos software by the technique of path analysis. The results obtained are in line with the predictions of the OCBs which are associated with the affective involvment which appears to be the best predictor mediator, itself being caused by the psychological contract violation and the employer brand. The meaning of these results can only be found in cultures that are predominantly collectivist, feminine or even at a great hierarchical distance. Consequently, it is possible to believe that managerial actions likely to have a positive impact on the involvment of Benin workers through the perception of the violation ·feeling of the psychological contract can meet with echoes in order to be accompanied by an increase in OCBs.