Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Internal Branding of a University Business Through Building and Gaining from Employee-Based Brand Equity

Internal Branding of a University Business Through Building and Gaining from Employee-Based Brand... Like other businesses, universities spend to build their brands, but rarely measure the sources and benefits of brand equity, especially employee-based brand equity (EBBE). We borrowed from an EBBE model, the Associative Memory Network Theory, social information processing, and exchange theories to examine the impact of brand-related information generated and disseminated to employees in a private African university on role clarity, brand knowledge, brand commitment, and four EBBE benefits. Cross-sectional data was collected from 588 lecturers, administrators, and technical staff. Structural equation modeling results revealed that brand information generated and disseminated impacted role clarity, brand knowledge, and commitment. Brand commitment impacted three EBBE benefits: brand citizenship behavior, employee intention to stay in organization and spread positive word-of-mouth. Role clarity and brand knowledge were significant mediators. Thus, for sustainability, university managers should communicate explicitly through frequent verbal brand communications and orientation, and implicitly through behaviors that reflect brand prestige. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of African Business Taylor & Francis

Internal Branding of a University Business Through Building and Gaining from Employee-Based Brand Equity

Journal of African Business , Volume OnlineFirst: 18 – Jul 26, 2023
18 pages

Loading next page...
 
/lp/taylor-francis/internal-branding-of-a-university-business-through-building-and-MUYTSHBsAh

References (31)

Publisher
Taylor & Francis
Copyright
© 2023 Taylor & Francis Group, LLC
ISSN
1522-9076
eISSN
1522-8916
DOI
10.1080/15228916.2023.2239653
Publisher site
See Article on Publisher Site

Abstract

Like other businesses, universities spend to build their brands, but rarely measure the sources and benefits of brand equity, especially employee-based brand equity (EBBE). We borrowed from an EBBE model, the Associative Memory Network Theory, social information processing, and exchange theories to examine the impact of brand-related information generated and disseminated to employees in a private African university on role clarity, brand knowledge, brand commitment, and four EBBE benefits. Cross-sectional data was collected from 588 lecturers, administrators, and technical staff. Structural equation modeling results revealed that brand information generated and disseminated impacted role clarity, brand knowledge, and commitment. Brand commitment impacted three EBBE benefits: brand citizenship behavior, employee intention to stay in organization and spread positive word-of-mouth. Role clarity and brand knowledge were significant mediators. Thus, for sustainability, university managers should communicate explicitly through frequent verbal brand communications and orientation, and implicitly through behaviors that reflect brand prestige.

Journal

Journal of African BusinessTaylor & Francis

Published: Jul 26, 2023

Keywords: Information generation and dissemination; employee-based brand equity; brand knowledge; role clarity; brand commitment; brand citizenship behavior

There are no references for this article.