Articlegreen2016

IMO and internal branding outcomes: an employee perspective in UK HE

Qionglei Yu · Yousra Asaad · Dorothy Ai-wan Yen · Suraksha Gupta

74 citations0/0 files storedStudies in Higher Education

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Corporate Identity and Reputation Consumer Behavior in Brand Consumption and Identification Organizational Strategy and Culture

Abstract

This study extends our knowledge of internal branding in the context of employees in the higher education sector. Employing a quantitative methodology in UK universities, a conceptual model is presented and tested on 235 employees. Internal market orientation (IMO) is examined as a management tool to drive employees’ university brand commitment en route to brand supportive behavior. The results show that the effect of IMO on employees’ university brand commitment varies among employees of different demographic groups. A two-step cluster analysis is carried out to highlight the impact of demographic heterogeneity. The results show that universities with higher level of IMO perform better relating to their internal branding outcomes in terms of employee university brand commitment as well as brand supportive behavior. However significant differences are found for the effect of IMO on employees’ university brand commitment especially in the cluster of the ‘Mature Male Academics,' suggesting specific managerial attention.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 74 citations exist upstream.

References

1990The measurement and antecedents of affective, continuance and normative commitment to the organization 1998Modern Methods for Business Research 2003A Partial Least Squares Latent Variable Modeling Approach for Measuring Interaction Effects: Results from a Monte Carlo Simulation Study and an Electronic-Mail Emotion/Adoption Study 2003A Critical Review of Construct Indicators and Measurement Model Misspecification in Marketing and Consumer Research 1998Academic capitalism: politics, policies, and the entrepreneurial university 1992Being Different: Relational Demography and Organizational Attachment 1993MARKOR: A Measure of Market Orientation 1990New hire perceptions of their own and their employer's obligations: A study of psychological contracts

Cited by

2018Enhancing university brand image and reputation through customer value co-creation behaviour 2019Converting internal brand knowledge into employee performance 2019A conceptual framework for identifying key employee branding dimensions: A study of hospitality industry 2018How loyal can a graduate ever be? The influence of motivation and employment on student loyalty

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.