IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v16y2024i9p3793-d1386913.html
   My bibliography  Save this article

How Teachers Contribute to the Sustainability of the University Brand: Evidence from China

Author

Listed:
  • Shangfeng Jiang

    (Development Planning Office, Central University of Finance and Economics, Beijing 100081, China)

  • Fujun Xiao

    (School of Marxism, Beijing University of Chemical Technology, Beijing 100029, China)

Abstract

A brand strategy is a powerful guarantee for a university to enhance its reputation and sustainable development. An internal brand is the foundation of a university brand. Based on three variables—internal market orientation, teachers’ organizational identity, and teachers’ brand support behavior, a research model is constructed on a university’s internal brand formation mechanisms. To summarize how teachers support the university’s internal brand building, we analyzed the relationship between the three variables. This study used a three-stage sampling survey method to distribute 500 questionnaires and recovered 419 valid samples. The data from the valid questionnaires were statistically analyzed using two software programs—SPSS 24.0 and Mplus 7.2. This survey and analysis found that the three internal market orientation dimensions (internal information collection, internal communication, and feedback) are significantly positively correlated with teachers’ organizational identity and brand support behavior. Teachers’ organizational identity is not only significantly positively correlated with brand support behavior, but also mediates the relationship between the three dimensions of internal market orientation and brand support behavior. Universities should pay attention to the key roles of teachers in brand building and regard internal market orientation as an important tool for internal brand building.

Suggested Citation

  • Shangfeng Jiang & Fujun Xiao, 2024. "How Teachers Contribute to the Sustainability of the University Brand: Evidence from China," Sustainability, MDPI, vol. 16(9), pages 1-16, April.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:9:p:3793-:d:1386913
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/16/9/3793/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/16/9/3793/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Ulrika Leijerholt & Chris Chapleo & Helen O’Sullivan, 2019. "A brand within a brand: an integrated understanding of internal brand management and brand architecture in the public sector," Journal of Brand Management, Palgrave Macmillan, vol. 26(3), pages 277-290, May.
    2. Ahmed Farouk Kineber & Ayodeji Oke & John Aliu & Mohammed Magdy Hamed & Eguonor Oputu, 2023. "Exploring the Adoption of Cyber (Digital) Technology for Sustainable Construction: A Structural Equation Modeling of Critical Success Factors," Sustainability, MDPI, vol. 15(6), pages 1-28, March.
    3. W James Jacob & Weiyan Xiong & Huiyuan Ye, 2015. "Professional development programmes at world-class universities," Palgrave Communications, Palgrave Macmillan, vol. 1(palcomms2), pages 15002-15002, February.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Andreia Inamorato dos Santos & Simonas Gausas & Raimonda Mackeviciute & Aiste Jotautyte & Zilvinas Martinaitis, 2019. "Innovating Professional Development in Higher Education: Case Studies," JRC Research Reports JRC115595, Joint Research Centre.
    2. Mohammad Omar Shiddike & Asif Ali Rahman, 2020. "Case Study Method in Human Resource Development: Reviewing the Research Literature," International Business Research, Canadian Center of Science and Education, vol. 13(4), pages 113-113, April.
    3. Urooj Ahmed & Sharizal Hashim, 2022. "Sustainable Brand Management: The Role of Internal Brand Management and Intrinsic Motivation in Building Employee’s Brand Relationship Quality towards Organization’s Brand," Sustainability, MDPI, vol. 14(24), pages 1-16, December.
    4. Fan Fan, 2023. "Brand, Quality, and CSR: Which Management Strategy Achieves High Financial Performance for Agricultural Small-Medium Enterprises?," SAGE Open, , vol. 13(4), pages 21582440231, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:16:y:2024:i:9:p:3793-:d:1386913. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.