Proselytizing your employees into university brand evangelists: an empirical test from the higher education sector in Tanzania

Amani, David

doi:10.1080/13603124.2023.2248071

International Journal of Leadership in Education

2023

DOI: 10.1080/13603124.2023.2248071

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Proselytizing your employees into university brand evangelists: an empirical test from the higher education sector in Tanzania

David Amani

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Cited by 2 publications

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Giving is receiving: exploring the linkage between university corporate social responsibility and university corporate brand legitimacy

Amani

2024

IJEM

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PurposeThis study examined the influence of university corporate social responsibility (University CSR) on university corporate brand legitimacy through the lens of university brand trust.Design/methodology/approachThe study utilized a cross-sectional research design with a quantitative approach to gather data from a sample of 398 university students. The collected data were analyzed using structural equation modeling.FindingsThe findings of the study suggest that University CSR has a significant influence on the legitimacy of a university's corporate brand. Moreover, the study identified the mediating role of university brand trust in the proposed relationship.Research limitations/implicationsThe study was conducted in the context of higher education in Tanzania. As a result, the generalizability of the findings to other contexts that significantly differ from Tanzania, a developing country, may be limited.Practical implicationsThe study recommends that the management of higher education institutions in developing countries should include CSR practices in the strategic plans of universities. Additionally, faculty members should be empowered to play a significant role as initiators and implementers of CSR programs.Originality/valueThis study is one of the few attempts to examine the interplay between university CSR, corporate brand trust and university corporate brand legitimacy. The study contributes to the state of knowledge in the education sector by highlighting the role of university CSR in building social acceptance, which is a crucial pillar in empowering universities to play a role in social and economic development.

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Giving is receiving: exploring the linkage between university corporate social responsibility and university corporate brand legitimacy

Amani

2024

IJEM

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Hail to thee, my sports team brand: investigating the drivers of eFANgelism among fans of selected sports teams in the English Premier League (EPL)

Amani

2023

Futur Bus J

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Sports fans participate in supporting sports teams by demonstrating various attitudinal behaviors such as loyalty, purchase intention, and stadium attendance. However, although the literature indicates that sports fans who are fanatics can demonstrate advanced attitudinal behavior such as eFANgelism, very little has been done on the drivers of this advanced attitudinal behavior. This study utilized social identity theory to create a conceptual model which looked at how fan identification and fan community identification can be used to promote eFANgelism via perceived brand sacredness among sports fans in Tanzania. The purpose of the study was to provide insights into factors that can improve positive brand promotion among sports fans in Tanzania. Partial least square-structural equation modeling was used to analyze data collected from 322 sports fans of selected sports teams in the English Premier League. The findings indicate that fan identification and fan community identification are important drivers of eFANgelism via perceived brand sacredness. The study recommends that sports team managers should view sports fans as valuable assets that can help create and maintain a competitive advantage for their teams. In addition, sports managers can consider sports fans as an engine toward building the corporate reputation of sports organizations.

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Proselytizing your employees into university brand evangelists: an empirical test from the higher education sector in Tanzania

Cited by 2 publications

References 54 publications

Giving is receiving: exploring the linkage between university corporate social responsibility and university corporate brand legitimacy

Giving is receiving: exploring the linkage between university corporate social responsibility and university corporate brand legitimacy

Hail to thee, my sports team brand: investigating the drivers of eFANgelism among fans of selected sports teams in the English Premier League (EPL)

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