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Lookup NU author(s): Dr Qionglei Yu,
Dr Yousra Asaad,
Professor Suraksha Gupta
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND).
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.
Author(s): Yu Q, Asaad Y, Yen D, Gupta S
Publication type: Article
Publication status: Published
Journal: Studies in Higher Education
Online publication date: 10/03/2016
Acceptance date: 01/12/2015
Date deposited: 13/01/2017
ISSN (print): 0307-5079
ISSN (electronic): 1470-174X
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