• Dr. Muhammad Anwer
  • Dr. Safdar Hussain
  • Zaheer Abbas
Keywords: Internal Branding, Professional Commitment, Faculty Member, Higher Education


Under investigated research examined effects of internal branding on professional performance of the faculty and academicians in Pakistanis universities. The present research has been carried out for considering as effecting elements of internal branding tools; training, briefings, group meetings and orientation and-determinants of internal branding includes; vision, core values, internal communication and reward. Three types of commitments including; normative, affective and continuous commitment were examined in the context of faculty working in the higher education institutions. Employed quantitative research methodology, the data analysis reveals that combined effects of internal branding influence employee commitment with 62%. Study also reveals combined effect and individual effect upon all three types of employee commitment by internal branding. Comparing effects of internal branding on all commitment types, found that internal branding has more effects on faculty normative commitment followed by effective and continuous commitment. Analysis of control variables i.e. faculty’s working experience and variation of public and private higher education institution has revealed that-experience has influence on faculty’s commitment. There is no significant effect of diversity of public and private university on employee’s commitment.

Author Biographies

Dr. Muhammad Anwer
Assistant Professor, Special Education Department Gilgit-Baltistan Gilgit. Pakistan. Email:
Dr. Safdar Hussain
Assistant Professor, Department of Educational Development, Karakoram International University, Gilgit. Pakistan.
Zaheer Abbas
Lecturer, School of Management and Economics, Kunming University of Science and Technology, China.


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