ERIC Number: EJ1075943
Record Type: Journal
Publication Date: 2015
Abstractor: As Provided
Internal Branding in Universities and the Lessons Learnt from the Past: The Significance of Employee Brand Support and Transformational Leadership
Sujchaphong, Narissara; Nguyen, Bang; Melewar, T. C.
Journal of Marketing for Higher Education, v25 n2 p204-237 2015
The paper reviews the literature on the concept of internal branding and its effects in the service sector in general, as well as in UK universities. In addition, the concept of employee brand support is reviewed, discussing the influence of leadership characteristics on internal branding in universities. Employee brand support is a crucial element to successful internal branding activities. A great concern is that the knowledge of internal branding and employee brand support in higher education institutions is based on knowledge imported from the business sector, and more practices should thus be adapted and implemented. It is found that transformation leadership, despite being little researched in the internal branding context, remains the pivotal element to the successful implementation of internal branding, as transformational leadership provides space for intellectual stimulation and consideration of individuals who are present at universities. Potential future research areas for internal branding studies are identified and discussed.
Descriptors: Foreign Countries, Universities, Marketing, Employee Attitudes, Transformational Leadership, Literature Reviews, Higher Education
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Publication Type: Journal Articles; Information Analyses; Reports - Evaluative
Education Level: Higher Education; Postsecondary Education
Authoring Institution: N/A
Identifiers - Location: United Kingdom
Grant or Contract Numbers: N/A