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ERIC Number: EJ1163636
Record Type: Journal
Publication Date: 2018
Pages: 20
Abstractor: As Provided
ISSN: ISSN-0307-5079
IMO and Internal Branding Outcomes: An Employee Perspective in UK HE
Yu, Qionglei; Asaad, Yousra; Yen, Dorothy A.; Gupta, Suraksha
Studies in Higher Education, v43 n1 p37-56 2018
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.
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: United Kingdom
Grant or Contract Numbers: N/A