2015
DOI: 10.1080/08841241.2015.1040104
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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 i… Show more

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Cited by 25 publications
(26 citation statements)
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References 119 publications
(229 reference statements)
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“…Further, the universities need to be implicit about delivering the promised value and invest in employees as well as facilities that will visibly create and indicate a positive student experience". (Sujchaphong et al, 2015). This is so, because internal branding actions implant brand values amongst employees and allow them to adopt the preferred behavior.…”
Section: Emerging Internal Branding Concepts In Higher Educationmentioning
confidence: 99%
“…Further, the universities need to be implicit about delivering the promised value and invest in employees as well as facilities that will visibly create and indicate a positive student experience". (Sujchaphong et al, 2015). This is so, because internal branding actions implant brand values amongst employees and allow them to adopt the preferred behavior.…”
Section: Emerging Internal Branding Concepts In Higher Educationmentioning
confidence: 99%
“…executive level) and the department they work in (e.g. discipline, central support function) suggesting that an institution's identity is shaped by a mix of sub-cultures (Sujchaphong, Nguyen, Bang & Melewar, 2015;Harris & de Chernatony, 2001).…”
Section: University Identity and Imagementioning
confidence: 99%
“…In their recent study, Sujchaphong et al (2014) highlight employee brand support as a key element in effective activities of internal branding within a university, and Whisman (2009, p. 367) considers internal branding as "a university's most valuable intangible asset". Indeed, Chapleo (2010) suggests that internal brand management is particularly important in universities where employees are key actors in delivering brand values because of the highly personal contact with students within a typically long educational experience (Woodall et al 2014).…”
Section: Introductionmentioning
confidence: 99%
“…Prior studies have discussed the benefits of internal branding in the university context (e.g. Whisman 2009; Sujchaphong et al 2014;Dean et al 2016). However, our literature review reveals that detailed knowledge of the university branding on university middle management remains largely neglected in higher education branding literature, although it is crucial to accomplish brand 'buy in' in this important stakeholder group (see also Kuoppakangas et al 2019).…”
Section: Introductionmentioning
confidence: 99%