Drawing on social identity theory (SIT), signaling theory, and attraction-selection-attrition (ASA) model, we proposed and developed a model linking organizational reputation to turnover intention, both directly and indirectly through person-vocation fit (P-V fit) and person-organization fit (P-O fit). The model was tested using partial least squares structural equation modeling (PLS-SEM) on a sample of 250 full-time faculty members from Pakistan’s higher educational institutions. The findings supported the model and found that organization reputation had a negative and direct influence on turnover intention and positive impact on P-V fit and P-O fit. P-O fit and P-V fit, in turn, had negative relationships with faculty turnover intention. Moreover, the study revealed that P-O fit and P-V fit partially mediated the negative relationship between organizational reputation and faculty turnover intention. The findings of the study has important practical implications for the adoption of marketing concepts in non-profit seeking organizations, especially in higher educational institutions. The practical and theoretical implications and some interesting avenues for future research are discussed at the end of the study.

利用社会认同理论（SIT），信号理论和吸引力选择减员（ASA）模型，我们提出并开发了一个模型，该模型通过人员-职业契合度（PV fit）直接和间接地将组织声誉与离职意图联系起来。个人组织适合度（PO适合度）。该模型使用偏最小二乘结构方程模型（PLS-SEM）对来自巴基斯坦高等教育机构的250名全职教师的样本进行了测试。研究结果支持了该模型，并发现组织声誉对离职意向具有负面和直接影响，对PV拟合和PO拟合具有正面影响。反过来，PO拟合和PV拟合与教师离职意向之间存在负相关关系。而且，该研究表明，PO拟合和PV拟合部分地介导了组织声誉与教师离职意愿之间的负相关关系。该研究结果对于非营利性组织（尤其是高等教育机构）采用市场营销观念具有重要的实际意义。在研究的最后讨论了实践和理论上的意义以及未来研究的一些有趣的途径。