Internal branding in universities and the lessons learnt from the past: the significance of employee brand support and transformational leadership

Sujchaphong, Narissara, Nguyen, Bang and Melewar, T. C. (2015) Internal branding in universities and the lessons learnt from the past: the significance of employee brand support and transformational leadership. Journal of Marketing for Higher Education, 25 (2). pp. 204-237. ISSN 0884-1241

[img]
Preview
PDF - Final accepted version (with author's formatting)
Download (673kB) | Preview

Abstract

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 that are present at universities. Potential future research areas for internal branding studies are identified and discussed.

Item Type: Article
Additional Information: Published online: 08 May 2015
Keywords (uncontrolled): Internal branding, transformational leadership, employee brand support, higher education, universities, internal marketing.
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 18975
Notes on copyright: This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing for Higher Education on 08/05/2015, available online: http://www.tandfonline.com/10.1080/08841241.2015.1040104
Useful Links:
Depositing User: Tc Melewar
Date Deposited: 07 Mar 2016 12:51
Last Modified: 31 May 2019 08:16
URI: https://eprints.mdx.ac.uk/id/eprint/18975

Actions (login required)

Edit Item Edit Item

Full text downloads (NB count will be zero if no full text documents are attached to the record)

Downloads per month over the past year