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

Lookup NU author(s): Dr Qionglei YuORCiD, Dr Yousra Asaad, Professor Suraksha Gupta

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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND).

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.

Publication metadata

Author(s): Yu Q, Asaad Y, Yen D, Gupta S

Publication type: Article

Publication status: Published

Journal: Studies in Higher Education

Year: 2016

Volume: 43

Issue: 1

Pages: 37-56

Online publication date: 10/03/2016

Acceptance date: 01/12/2015

Date deposited: 13/01/2017

ISSN (print): 0307-5079

ISSN (electronic): 1470-174X

Publisher: Routledge

URL: http://dx.doi.org/10.1080/03075079.2016.1152467

DOI: 10.1080/03075079.2016.1152467

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