INTERNAL BRANDING IN HIGHER EDUCATION: WHAT EFFECTS COMMITMENT OF FACULTY
Keywords:
Internal Branding, Professional Commitment, Faculty Member, Higher Education
Abstract
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.References
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Allen, N. J. & Meyer, J. P. (1990). The measurement and antecedents of affective, continuance and normative commitment to the organization. Journal of Occupational Psychology, 63(1), 1-18.
Allen, N. J., & Meyer, J. P. (1997). Commitment in the workplace: Theory, research and application. Thousand Oaks. Thousand Oaks, CA: Sage.
Asif, Saadia, & Sargeant, Adrian. (2000). Modelling internal communications in the financial services sector. European Journal of Marketing,34(3/4), 299-318.
Aula, H. M., Tienari, J., & W.raas, A. (2015). The university branding game: Players, interests, politics. International Studies of Management & Organization, 45(2), 164–179.
Balmer, J., Harris, F., & de Chernatony, L. (2001). Corporate branding and corporate brand performance. European Journal of Marketing,35(3/4), 441-456.
Balmer, J., Powell, S. M., Punjaisri, K., & Wilson, A. (2011). Internal branding process: Key mechanisms, outcomes and moderating factors. European Journal of Marketing, 45(9/10), 1521-1537.
Batool, Z, & Qureshi, R. H. (2007). Quality assurance manual for higher education in Pakistan. Higher Education Commission, Pakistan.
Berry, L. L., Conant, J. S., & Parasuraman, A. (1991). A framework for conducting a services marketing audit. Journal of the Academy of Marketing Science, 19(3), 255-268.
Berry, L.L., & Parasuraman, A. (2004). Marketing services: Competing through quality. Simon and Schuster.
Brockner, J., Tyler, T.R., & Cooper-Schneider, R. (1992). The influence of prior commitment to an institution on reactions to perceived unfairness: The higher they are, the harder they fall. Administrative Science Quarterly, 241-261.
Burmann, C., & Zeplin, S. (2005). Building brand commitment: A behavioural approach to internal brand management. The Journal of Brand Management, 12(4), 279-300.
Caruana, A., & Calleya, P. (1998). The effect of internal marketing on organisational commitment among retail bank managers. International Journal of Bank Marketing, 16(3), 108-116.
Central Intelligence Agency. (2009). The CIA World Factbook 2010.Skyhorse Publishing Inc. Central Intelligence Agency. (2015). The World Factbook 2014-15.Government Printing Office.
Clark, C. (1960). The Conditions of Economic Progress. London.
Colclough, C. (1982). The impact of primary schooling on economic development: a review of the evidence. World Development,10(3), 167-185.
Collins, J. C., & Porras, J. I. (1991). Organizational vision and visionary organizations. California Management Review, 34(1), 30-52.
Cosh, A., Duncan, J., Hughes, A., & Britain, G. (1998). Investment in training and small firm growth and survival: an empirical analysis for the UK 1987-95. Department for Education and Employment, UK.
De Chernatony, L., Drury, S., & Segal-Horn, S. (2003). Building a services brand: stages, people and orientations. Service Industries Journal, 23(3), 1-21.
Fisk, R. P., Brown, S. W., & Bitner, M. J. (1993). Tracking the evolution of the services marketing literature. Journal of Retailing, 69(1),61-103.
Foreman, S. K., & Money, A. H. (1995). Internal marketing: concepts, measurement and application. Journal of Marketing Management,11(8), 755-768.
Fuchs, V. R. (1980). Economic growth and the rise of service employment. Mass., USA: National Bureau of Economic Research Cambridge.
Ganihar, N. N, & Bhat, V. K. (2006). Total quality culture in teacher education colleges: Mahaveer & Sons.
George, W. R. (1990). Internal marketing and organizational behavior: A partnership in developing customer-conscious employees at every level. Journal of Business Research, 20(1), 63-70.
George, W. R. & Gronroos, C. (1989). Developing customer-consciouse mployees at every level: internal marketing. Handbook of Services Marketing, Carole A. Congram and Margaret L.Friedman, eds., AMACOM, New York.
Gliem, R. R, & Gliem, Joseph A. (2003). Calculating, interpreting, and reporting Cronbach’s alpha reliability coefficient for Likert-type scales.
Hoffman, J. M., & Mehra, S. (1999). Operationalizing productivity improvement programs through total quality management. International Journal of Quality & Reliability Management,16(1), 72-84.
Hughey, A. W., & Mussnug, K. J. (1997). Designing effective employee training programmes. Training for Quality, 5(2), 52-57.
Judson, K.M., Aurand, T., Gorchels, L., & Gordon, G. L. (2008). Building a University Brand from Within: University Administrators’ Perspectives of Internal Branding. Services Marketing Quarterly30(1), 54-68. DOI: 10.1080/15332960802467722
Karens, R., Eshuis, J., Klijn, E. H., & Voets, J. (2016). The impact of public branding: An experimental study on the effects of branding policy on citizen trust. 76(3), 486-494.
Kariuki, B. W. (2012). Service Strategies And Competitive Advantage Of Five Star Hotels In Nairobi, Kenya. University of Nairobi.
Keller, J. M. (2008). First principles of motivation to learn and e3-learning. Distance Education, 29(2), 175-185.
Khanyapuss, P. & Wilson, A. (2007). The Role of Internal Branding in Delivery of Employee Brand Promise. Journal Of Brand Managament, 1-14.
Kimpakorn, N., & Tocquer, G. (2009). Employees’ commitment to brands in the service sector: Luxury hotel chains in Thailand. Journal of Brand Management, 16(8), 532-544.
Littlejohn, A., Milligan, C., Fontana, R. P., & Margaryan, A. (2016).Professional Learning Through Everyday Work: How Finance Professionals Self-Regulate Their Learning. Vocations and Learning, 9(2), 207-226. doi: 10.1007/s12186-015-9144-1
Lok, P. & Crawford, J. (1999). The relationship between commitment and organizational culture, subculture, leadership style and job satisfaction in organizational change and development. Leadership& Organization Development Journal, 20(7), 365-374.
Lovelock, C. H. (1983). Classifying services to gain strategic marketing insights. The Journal of Marketing, 9-20.
Mampaey, J. (2017). An organizational perspective on social exclusion in higher education: A case study. 21(3), 1-19.
Mampaey, J., Schtemberg, V., Schijns, J., Huisman, J., & W^raas, A. (2020).Internal branding in higher education: dialectical tensions underlying the discursive legitimation of a new brand of student diversity. Higher Education Research & Development, 39(2), 230-243.
McGee, G. W. & Ford, R. C. (1987). Two (or more?) dimensions of organizational ommitment: Reexamination of the affective and continuance commitment scales. Journal of Applied Psychology, 72(4), 638.Memon, G. R. (2007). Education in Pakistan: The key issues, problems and the new challenges. Journal of Management and Social Sciences, 3(1), 47-55.
Meyer, J. P., & Allen, N. J. (1991). A three-component conceptualization of organizational commitment. Human Resource Management Review, 1(1), 61-89.
Meyer, J. P., Allen, N. J., & Gellatly, I. R. (1990). Affective and continuance commitment to the organization: Evaluation of measures and analysis of concurrent and time-lagged relations. Journal of Applied Psychology, 75(6), 710.
Meyer, J. P., Becker, T. E., & Vandenberghe, C. (2004). Employee commitment and motivation: a conceptual analysis and integrative model. Journal of Applied Psychology, 89(6), 991.
Mitchell, C. (2002). Selling the brand inside. Harvard Business Review,80(1), 99-101, 103-105, 126.
Moser, M. (2003). United we Brand: How to Create a Cohesive Brand that’s Seen, Heard and Remembered (Boston, MA: Harvard Business School Press). Oxfordi Sõnastik, Efektiivsuse Definitsioon, 19( 05), 15.
O’Callaghan, E. (2009). Internal branding and brand commitment: A quantitative investigation into corporate brand building in a retail store network.
Pallant, J. (2013). SPSS survival manual: McGraw-Hill Education (UK).
Papasolomou, Ioanna, & Vrontis, Demetris. (2006). Building corporate branding through internal marketing: the case of the UK retail bank industry. Journal of Product & Brand Management, 15(1), 37-47.
Pate, J. & Martin, G. (2004). Trust and the psychological contract.
Punjaisri, K. & Wilson, A. (2007). The role of internal branding in the delivery of employee brand promise. The Journal Of Brand Management, 15(1), 57-70.
Rafiq, M. & Ahmed, P. K. (2000). Advances in the internal marketing concept: definition, synthesis and extension. Journal of Services Marketing, 14(6), 449-462.
Raza, S. A. (2010). Relationship between organizational climate and performance of teachers in public and private colleges of Punjab. Unpublished Doctoral Dissertation). Arid Agriculture University Graduate School.
Reichheld, F. F. (2001). Loyalty rules!: How today’s leaders build lasting relationships: Harvard Business Press.
Rogg, K. L., Schmidt, D.B., Shull, C., & Schmitt, N. (2001). Human resource practices, organizational climate, and customer satisfaction. Journal of Management. 27 (4), 431-449.https://doi.org/10.1177/014920630102700403
Schiffenbauer, A. (2001). Study all of a brand’s constituencies. Marketing News, 35(11), 17.Schultz, D. E. & Schultz, H. F. (2000). How to build a billion dollar business-to-business brand. Marketing Management, 9(2), 22.
Sharp, B. (1996). Brand equity and market-based assets of professional service firms. Journal of Professional Services Marketing, 13(1),3-13.
Thomson, K., & Hecker, L. A. (2000). The business value of buy-in: How staff understanding and commitment impact on brand and business performance. Internal Marketing: Directions for Management, 160-172.
Wasmer, D.J., Williams, J. R., & Stevenson, J. (1997). A reconceptualization of the marketing mix: using the 4 c’s to improve marketing planning in higher education. Journal of Marketing for Higher Education, 8(2), 29-35.
Wirtz, J., Johnston, R., Sin Seow, K., Punjaisri, K., Wilson, A., &Evanschitzky, H. (2009). Internal branding to influence employees’ brand promise delivery: a case study in Thailand. Journal of Service Management, 20(5), 561-579.
Wood, L. (2000). Brands and brand equity: definition and management. Management Decision, 38(9), 662-669.
Waeraas A. & Solbakk M. (2009). Defining the Essence of a University: Lessons from Higher Education Branding, Higher Education, 57,449-462. DOI : 10.1007/s10734-008-9155-z
Zeithaml, V. A., Bolton, R. N, Deighton, J., Keiningham, T. L., Lemon,K. N., & Petersen, J A. (2006). Forward-Looking Focus Can Firms Have Adaptive Foresight? Journal of Service Research,9(2), 168-183.
Allen, N. J. & Meyer, J. P. (1990). The measurement and antecedents of affective, continuance and normative commitment to the organization. Journal of Occupational Psychology, 63(1), 1-18.
Allen, N. J., & Meyer, J. P. (1997). Commitment in the workplace: Theory, research and application. Thousand Oaks. Thousand Oaks, CA: Sage.
Asif, Saadia, & Sargeant, Adrian. (2000). Modelling internal communications in the financial services sector. European Journal of Marketing,34(3/4), 299-318.
Aula, H. M., Tienari, J., & W.raas, A. (2015). The university branding game: Players, interests, politics. International Studies of Management & Organization, 45(2), 164–179.
Balmer, J., Harris, F., & de Chernatony, L. (2001). Corporate branding and corporate brand performance. European Journal of Marketing,35(3/4), 441-456.
Balmer, J., Powell, S. M., Punjaisri, K., & Wilson, A. (2011). Internal branding process: Key mechanisms, outcomes and moderating factors. European Journal of Marketing, 45(9/10), 1521-1537.
Batool, Z, & Qureshi, R. H. (2007). Quality assurance manual for higher education in Pakistan. Higher Education Commission, Pakistan.
Berry, L. L., Conant, J. S., & Parasuraman, A. (1991). A framework for conducting a services marketing audit. Journal of the Academy of Marketing Science, 19(3), 255-268.
Berry, L.L., & Parasuraman, A. (2004). Marketing services: Competing through quality. Simon and Schuster.
Brockner, J., Tyler, T.R., & Cooper-Schneider, R. (1992). The influence of prior commitment to an institution on reactions to perceived unfairness: The higher they are, the harder they fall. Administrative Science Quarterly, 241-261.
Burmann, C., & Zeplin, S. (2005). Building brand commitment: A behavioural approach to internal brand management. The Journal of Brand Management, 12(4), 279-300.
Caruana, A., & Calleya, P. (1998). The effect of internal marketing on organisational commitment among retail bank managers. International Journal of Bank Marketing, 16(3), 108-116.
Central Intelligence Agency. (2009). The CIA World Factbook 2010.Skyhorse Publishing Inc. Central Intelligence Agency. (2015). The World Factbook 2014-15.Government Printing Office.
Clark, C. (1960). The Conditions of Economic Progress. London.
Colclough, C. (1982). The impact of primary schooling on economic development: a review of the evidence. World Development,10(3), 167-185.
Collins, J. C., & Porras, J. I. (1991). Organizational vision and visionary organizations. California Management Review, 34(1), 30-52.
Cosh, A., Duncan, J., Hughes, A., & Britain, G. (1998). Investment in training and small firm growth and survival: an empirical analysis for the UK 1987-95. Department for Education and Employment, UK.
De Chernatony, L., Drury, S., & Segal-Horn, S. (2003). Building a services brand: stages, people and orientations. Service Industries Journal, 23(3), 1-21.
Fisk, R. P., Brown, S. W., & Bitner, M. J. (1993). Tracking the evolution of the services marketing literature. Journal of Retailing, 69(1),61-103.
Foreman, S. K., & Money, A. H. (1995). Internal marketing: concepts, measurement and application. Journal of Marketing Management,11(8), 755-768.
Fuchs, V. R. (1980). Economic growth and the rise of service employment. Mass., USA: National Bureau of Economic Research Cambridge.
Ganihar, N. N, & Bhat, V. K. (2006). Total quality culture in teacher education colleges: Mahaveer & Sons.
George, W. R. (1990). Internal marketing and organizational behavior: A partnership in developing customer-conscious employees at every level. Journal of Business Research, 20(1), 63-70.
George, W. R. & Gronroos, C. (1989). Developing customer-consciouse mployees at every level: internal marketing. Handbook of Services Marketing, Carole A. Congram and Margaret L.Friedman, eds., AMACOM, New York.
Gliem, R. R, & Gliem, Joseph A. (2003). Calculating, interpreting, and reporting Cronbach’s alpha reliability coefficient for Likert-type scales.
Hoffman, J. M., & Mehra, S. (1999). Operationalizing productivity improvement programs through total quality management. International Journal of Quality & Reliability Management,16(1), 72-84.
Hughey, A. W., & Mussnug, K. J. (1997). Designing effective employee training programmes. Training for Quality, 5(2), 52-57.
Judson, K.M., Aurand, T., Gorchels, L., & Gordon, G. L. (2008). Building a University Brand from Within: University Administrators’ Perspectives of Internal Branding. Services Marketing Quarterly30(1), 54-68. DOI: 10.1080/15332960802467722
Karens, R., Eshuis, J., Klijn, E. H., & Voets, J. (2016). The impact of public branding: An experimental study on the effects of branding policy on citizen trust. 76(3), 486-494.
Kariuki, B. W. (2012). Service Strategies And Competitive Advantage Of Five Star Hotels In Nairobi, Kenya. University of Nairobi.
Keller, J. M. (2008). First principles of motivation to learn and e3-learning. Distance Education, 29(2), 175-185.
Khanyapuss, P. & Wilson, A. (2007). The Role of Internal Branding in Delivery of Employee Brand Promise. Journal Of Brand Managament, 1-14.
Kimpakorn, N., & Tocquer, G. (2009). Employees’ commitment to brands in the service sector: Luxury hotel chains in Thailand. Journal of Brand Management, 16(8), 532-544.
Littlejohn, A., Milligan, C., Fontana, R. P., & Margaryan, A. (2016).Professional Learning Through Everyday Work: How Finance Professionals Self-Regulate Their Learning. Vocations and Learning, 9(2), 207-226. doi: 10.1007/s12186-015-9144-1
Lok, P. & Crawford, J. (1999). The relationship between commitment and organizational culture, subculture, leadership style and job satisfaction in organizational change and development. Leadership& Organization Development Journal, 20(7), 365-374.
Lovelock, C. H. (1983). Classifying services to gain strategic marketing insights. The Journal of Marketing, 9-20.
Mampaey, J. (2017). An organizational perspective on social exclusion in higher education: A case study. 21(3), 1-19.
Mampaey, J., Schtemberg, V., Schijns, J., Huisman, J., & W^raas, A. (2020).Internal branding in higher education: dialectical tensions underlying the discursive legitimation of a new brand of student diversity. Higher Education Research & Development, 39(2), 230-243.
McGee, G. W. & Ford, R. C. (1987). Two (or more?) dimensions of organizational ommitment: Reexamination of the affective and continuance commitment scales. Journal of Applied Psychology, 72(4), 638.Memon, G. R. (2007). Education in Pakistan: The key issues, problems and the new challenges. Journal of Management and Social Sciences, 3(1), 47-55.
Meyer, J. P., & Allen, N. J. (1991). A three-component conceptualization of organizational commitment. Human Resource Management Review, 1(1), 61-89.
Meyer, J. P., Allen, N. J., & Gellatly, I. R. (1990). Affective and continuance commitment to the organization: Evaluation of measures and analysis of concurrent and time-lagged relations. Journal of Applied Psychology, 75(6), 710.
Meyer, J. P., Becker, T. E., & Vandenberghe, C. (2004). Employee commitment and motivation: a conceptual analysis and integrative model. Journal of Applied Psychology, 89(6), 991.
Mitchell, C. (2002). Selling the brand inside. Harvard Business Review,80(1), 99-101, 103-105, 126.
Moser, M. (2003). United we Brand: How to Create a Cohesive Brand that’s Seen, Heard and Remembered (Boston, MA: Harvard Business School Press). Oxfordi Sõnastik, Efektiivsuse Definitsioon, 19( 05), 15.
O’Callaghan, E. (2009). Internal branding and brand commitment: A quantitative investigation into corporate brand building in a retail store network.
Pallant, J. (2013). SPSS survival manual: McGraw-Hill Education (UK).
Papasolomou, Ioanna, & Vrontis, Demetris. (2006). Building corporate branding through internal marketing: the case of the UK retail bank industry. Journal of Product & Brand Management, 15(1), 37-47.
Pate, J. & Martin, G. (2004). Trust and the psychological contract.
Punjaisri, K. & Wilson, A. (2007). The role of internal branding in the delivery of employee brand promise. The Journal Of Brand Management, 15(1), 57-70.
Rafiq, M. & Ahmed, P. K. (2000). Advances in the internal marketing concept: definition, synthesis and extension. Journal of Services Marketing, 14(6), 449-462.
Raza, S. A. (2010). Relationship between organizational climate and performance of teachers in public and private colleges of Punjab. Unpublished Doctoral Dissertation). Arid Agriculture University Graduate School.
Reichheld, F. F. (2001). Loyalty rules!: How today’s leaders build lasting relationships: Harvard Business Press.
Rogg, K. L., Schmidt, D.B., Shull, C., & Schmitt, N. (2001). Human resource practices, organizational climate, and customer satisfaction. Journal of Management. 27 (4), 431-449.https://doi.org/10.1177/014920630102700403
Schiffenbauer, A. (2001). Study all of a brand’s constituencies. Marketing News, 35(11), 17.Schultz, D. E. & Schultz, H. F. (2000). How to build a billion dollar business-to-business brand. Marketing Management, 9(2), 22.
Sharp, B. (1996). Brand equity and market-based assets of professional service firms. Journal of Professional Services Marketing, 13(1),3-13.
Thomson, K., & Hecker, L. A. (2000). The business value of buy-in: How staff understanding and commitment impact on brand and business performance. Internal Marketing: Directions for Management, 160-172.
Wasmer, D.J., Williams, J. R., & Stevenson, J. (1997). A reconceptualization of the marketing mix: using the 4 c’s to improve marketing planning in higher education. Journal of Marketing for Higher Education, 8(2), 29-35.
Wirtz, J., Johnston, R., Sin Seow, K., Punjaisri, K., Wilson, A., &Evanschitzky, H. (2009). Internal branding to influence employees’ brand promise delivery: a case study in Thailand. Journal of Service Management, 20(5), 561-579.
Wood, L. (2000). Brands and brand equity: definition and management. Management Decision, 38(9), 662-669.
Waeraas A. & Solbakk M. (2009). Defining the Essence of a University: Lessons from Higher Education Branding, Higher Education, 57,449-462. DOI : 10.1007/s10734-008-9155-z
Zeithaml, V. A., Bolton, R. N, Deighton, J., Keiningham, T. L., Lemon,K. N., & Petersen, J A. (2006). Forward-Looking Focus Can Firms Have Adaptive Foresight? Journal of Service Research,9(2), 168-183.
Published
2020-07-01
Section
Articles
