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

Author

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  • Narissara Sujchaphong
  • Bang Nguyen
  • T.C. Melewar

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

Suggested Citation

  • Narissara Sujchaphong & Bang Nguyen & T.C. Melewar, 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, Taylor & Francis Journals, vol. 25(2), pages 204-237, July.
    • Handle: RePEc:taf:jmkthe:v:25:y:2015:i:2:p:204-237
    DOI: 10.1080/08841241.2015.1040104
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    Cited by:

    1. Syed Muhammad Fazal-e-Hasan & Hormoz Ahmadi & Louise Kelly & Ian N. Lings, 2019. "The role of brand innovativeness and customer hope in developing online repurchase intentions," Journal of Brand Management, Palgrave Macmillan, vol. 26(2), pages 85-98, March.
    2. Kati Suomi & Saila Saraniemi & Mervi Vähätalo & Tomi J. Kallio & Terhi Tevameri, 2021. "Employee Engagement and Internal Branding: Two Sides of the Same Coin?," Corporate Reputation Review, Palgrave Macmillan, vol. 24(1), pages 48-63, February.
    3. Yuan, Ruizhi & Liu, Martin J. & Luo, Jun & Yen, Dorothy A., 2016. "Reciprocal transfer of brand identity and image associations arising from higher education brand extensions," Journal of Business Research, Elsevier, vol. 69(8), pages 3069-3076.
    4. Narissara Sujchaphong & Bang Nguyen & T. C. Melewar & Pakorn Sujchaphong & Junsong Chen, 2020. "A framework of brand-centred training and development activities, transformational leadership and employee brand support in higher education," Journal of Brand Management, Palgrave Macmillan, vol. 27(2), pages 143-159, March.
    5. Hulya Bakirtas & Vildan Gulpinar Demirci, 2022. "A structural evaluation of university identification," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(3), pages 507-531, September.

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