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

Yu, Q., Asaad, Y., Yen, D.A., Gupta, Suraksha (2017) IMO and internal branding outcomes: an employee perspective in UK HE. Studies in Higher Education, 43 (1). pp. 37-56. ISSN 0307-5079. (doi:10.1080/03075079.2016.1152467)

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https://dx.doi.org/10.1080/03075079.2016.1152467

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. © 2016 Society for Research into Higher Education.

Item Type: Article
DOI/Identification number: 10.1080/03075079.2016.1152467
Uncontrolled keywords: internal branding, IMO, brand commitment, brand supportive behavior, PLS
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculties > Social Sciences > Kent Business School
Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Qionglei Yu
Date Deposited: 11 Jul 2018 11:37 UTC
Last Modified: 10 Feb 2020 04:09 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/67582 (The current URI for this page, for reference purposes)
Yu, Q.: https://orcid.org/0000-0001-9569-6765
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