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Title: | IMO and internal branding outcomes: an employee perspective in UK HE |
Other Titles: | Internal Marketing Orientation and Brand Commitment, an investigation of the HE sectors |
Authors: | Yu, Q Asaad, Y Yen, DA Gupta, S |
Keywords: | Internal branding;IMO;brand commitment;brand supportive behavior;higher education;PLS |
Issue Date: | 10-Mar-2016 |
Publisher: | Taylor & Francis |
Citation: | Yu, Q.. et al. (2018) 'IMO and internal branding outcomes: an employee perspective in UK HE', Studies in Higher Education, 43 (1), pp. 37 - 56. doi: 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. |
URI: | https://bura.brunel.ac.uk/handle/2438/17697 |
DOI: | https://doi.org/10.1080/03075079.2016.1152467 |
Appears in Collections: | Brunel Business School Research Papers |
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FullText.pdf | Copyright © 2016 Taylor & Francis. his is an Accepted Manuscript of an article published by Taylor & Francis in Studies in Higher Education on 10 Mar 2016, available at: https://www.tandfonline.com/doi/full/10.1080/03075079.2016.1152467 (see: https://authorservices.taylorandfrancis.com/research-impact/sharing-versions-of-journal-articles/). | 435.83 kB | Adobe PDF | View/Open |
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