IDEAS home Printed from https://ideas.repec.org/a/pal/jobman/v27y2020i2d10.1057_s41262-019-00171-9.html
   My bibliography  Save this article

A framework of brand-centred training and development activities, transformational leadership and employee brand support in higher education

Author

Listed:
  • Narissara Sujchaphong

    (Mahasarakham University)

  • Bang Nguyen

    (University of Southern Denmark
    East China University of Science and Technology)

  • T. C. Melewar

    (Middlesex University)

  • Pakorn Sujchaphong

    (Mahasarakham University)

  • Junsong Chen

    (Emlyon Business School)

Abstract

The study examines internal branding in higher education institutions and employees’ brand support and investigates the mediating effects of (a) brand-centred training and development activities and (b) internal brand communication activities. With data collected from 355 respondents across 20 Thai business schools, the study employs structural equation modelling to test a proposed research model. Findings reveal positive relationships between brand-centred training and development activities, internal brand communication activities, transformational leadership characteristics of the immediate leaders and employee brand support. Unexpectedly, the direct relationship between internal brand communication activities and employee brand support is not significant, indicating that brand-centred training and development activities fully mediate the relationship between internal brand communication activities and employee brand support. This study advances current knowledge about building higher education brands internally and offers practical insights to university managers and public policy makers.

Suggested Citation

  • Narissara Sujchaphong & Bang Nguyen & T. C. Melewar & Pakorn Sujchaphong & Junsong Chen, 2020. "A framework of brand-centred training and development activities, transformational leadership and employee brand support in higher education," Journal of Brand Management, Palgrave Macmillan, vol. 27(2), pages 143-159, March.
    • Handle: RePEc:pal:jobman:v:27:y:2020:i:2:d:10.1057_s41262-019-00171-9
    DOI: 10.1057/s41262-019-00171-9
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/s41262-019-00171-9
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1057/s41262-019-00171-9?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Liu, Gordon & Ko, Wai Wai & Chapleo, Chris, 2017. "Managing employee attention and internal branding," Journal of Business Research, Elsevier, vol. 79(C), pages 1-11.
    2. Felix Maringe, 2005. "University Marketing: Perceptions, Practices and Prospects in the Less Developed World," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 15(2), pages 129-153, March.
    3. McGill, Ann L., 1995. "American and Thai Managers' Explanations for Poor Company Performance: Role of Perspective and Culture in Causal Selection," Organizational Behavior and Human Decision Processes, Elsevier, vol. 61(1), pages 16-27, January.
    4. Schein, Edgar H., 1983. "The role of the founder in the creation of organizational culture," Working papers 1407-83., Massachusetts Institute of Technology (MIT), Sloan School of Management.
    5. Xinshu Zhao & John G. Lynch & Qimei Chen, 2010. "Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(2), pages 197-206, August.
    6. Nguyen, Bang & Yu, Xiaoyu & Melewar, T.C. & Hemsley-Brown, Jane, 2016. "Brand ambidexterity and commitment in higher education: An exploratory study," Journal of Business Research, Elsevier, vol. 69(8), pages 3105-3112.
    7. Jim Barry & John Chandler & Heather Clark, 2001. "Between the Ivory Tower and the Academic Assembly Line," Journal of Management Studies, Wiley Blackwell, vol. 38(1), pages 88-101, January.
    8. Hopwood, Ag, 1972. "Empirical Study Of Role Of Accounting Data In Performance Evaluation," Journal of Accounting Research, Wiley Blackwell, vol. 10, pages 156-182.
    9. Nicholas Ind, 1997. "The Corporate Brand," Palgrave Macmillan Books, in: The Corporate Brand, chapter 1, pages 1-13, Palgrave Macmillan.
    10. Nicholas Ind, 1997. "The Corporate Brand," Palgrave Macmillan Books, Palgrave Macmillan, number 978-0-230-37588-8.
    11. Dean, Dianne & Arroyo-Gamez, Ramon E. & Punjaisri, Khanyapuss & Pich, Christopher, 2016. "Internal brand co-creation: The experiential brand meaning cycle in higher education," Journal of Business Research, Elsevier, vol. 69(8), pages 3041-3048.
    12. Narissara Sujchaphong & Bang Nguyen & T.C. Melewar, 2015. "Internal branding in universities and the lessons learnt from the past: the significance of employee brand support and transformational leadership," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 25(2), pages 204-237, July.
    13. Hopwood, Ag, 1972. "Empirical Study Of Role Of Accounting Data In Performance Evaluation - Reply," Journal of Accounting Research, Wiley Blackwell, vol. 10, pages 189-193.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. 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.
    2. Shaun M. Powell, 2020. "Journal of Brand Management: year end review 2020," Journal of Brand Management, Palgrave Macmillan, vol. 27(6), pages 623-628, November.

    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. Thuy-Van Tran & Sinikka Lepistö & Janne Järvinen, 2021. "The relationship between subjectivity in managerial performance evaluation and the three dimensions of justice perception," Journal of Management Control: Zeitschrift für Planung und Unternehmenssteuerung, Springer, vol. 32(3), pages 369-399, September.
    2. Bedford, David S. & Speklé, Roland F. & Widener, Sally K., 2022. "Budgeting and employee stress in times of crisis: Evidence from the Covid-19 pandemic," Accounting, Organizations and Society, Elsevier, vol. 101(C).
    3. Balmer, John M.T. & Mahmoud, Rudiana & Chen, Weifeng, 2020. "Impact of multilateral place dimensions on corporate brand attractiveness and identification in higher education: Business school insights," Journal of Business Research, Elsevier, vol. 116(C), pages 628-641.
    4. Boukis, Achilleas & Punjaisri, Khanyapuss & Balmer, John M.T. & Kaminakis, Kostas & Papastathopoulos, Avraam, 2021. "Unveiling front-line employees’ brand construal types during corporate brand promise delivery: A multi-study analysis," Journal of Business Research, Elsevier, vol. 131(C), pages 673-685.
    5. Matthias Mahlendorf, 2015. "Allowance for failure: reducing dysfunctional behavior by innovating accountability practices," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 19(3), pages 655-686, August.
    6. repec:dau:papers:123456789/10775 is not listed on IDEAS
    7. Prabhu Sivabalan & Peter Booth & Teemu Malmi & David A. Brown, 2009. "An exploratory study of operational reasons to budget," Accounting and Finance, Accounting and Finance Association of Australia and New Zealand, vol. 49(4), pages 849-871, December.
    8. John M T Balmer & Wei-Yue Wang, 2016. "The corporate brand and strategic direction: Senior business school managers’ cognitions of corporate brand building and management," Journal of Brand Management, Palgrave Macmillan, vol. 23(1), pages 8-21, January.
    9. Vlad I. Rosca & Cristina Veronica Partenie, 2018. "A theoretical overview on understanding customer-based brand equity," Journal of Community Positive Practices, Catalactica NGO, issue 4, pages 19-28.
    10. Chenhall, Robert H. & Hall, Matthew & Smith, David, 2010. "Social capital and management control systems: A study of a non-government organization," Accounting, Organizations and Society, Elsevier, vol. 35(8), pages 737-756, November.
    11. Thuy Séran & Anne-Sophie Fernandez & Hervé Chappert, 2024. "Managing coopetition in multi-unit organizations: a management-control perspective," Review of Managerial Science, Springer, vol. 18(10), pages 2889-2924, October.
    12. Hall, Matthew, 2010. "Accounting information and managerial work," LSE Research Online Documents on Economics 28539, London School of Economics and Political Science, LSE Library.
    13. Walid Cheffi, 2008. "Etude Des Roles De La Comptabilite De Gestion Pour Les Managers : Le Cas D'Un Grand Groupe Automobile," Post-Print halshs-00522472, HAL.
    14. Nicolas Berland & Yves Levant & Vassili Joannides, 2009. "Institutionalisation and deinstitutionalisation of budget. Symmetrical analysis of rhetoric associated to the introduction of budget and “beyond budgeting”," Post-Print hal-01661710, HAL.
    15. Chong Lau & Christen Buckland, 2000. "Budget emphasis, participation, task difficulty and performance: the effect of diversity within culture," Accounting and Business Research, Taylor & Francis Journals, vol. 31(1), pages 37-55.
    16. David Otley, 2007. "Beyond Performance Measurement," Australian Accounting Review, CPA Australia, vol. 17(43), pages 26-32, November.
    17. Walid Cheffi & Adel Beldi, 2007. "Conception D'Un Outil De Mesure De La Performance : Divergences Entre Controleurs De Gestion Et Managers. Cas D'Un Groupe Industriel Français," Post-Print halshs-00543093, HAL.
    18. Endi Isnarno & Harry Soesanto & Andriyansah, 2018. "Developing the Reputation of Distribution Network to Increase the Buying Interest of Electronic Payment: An Empirical Study," European Research Studies Journal, European Research Studies Journal, vol. 0(1), pages 133-143.
    19. Rico Piehler & Michael Schade & Christoph Burmann, 2019. "Employees as a second audience: the effect of external communication on internal brand management outcomes," Journal of Brand Management, Palgrave Macmillan, vol. 26(4), pages 445-460, July.
    20. Tuomas Korhonen & Teemu Laine & Petri Suomala, 2013. "Understanding performance measurement dynamism: a case study," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 17(1), pages 35-58, February.
    21. Lisa-Marie Wibbeke & Maik Lachmann, 2020. "Psychology in management accounting and control research: an overview of the recent literature," Journal of Management Control: Zeitschrift für Planung und Unternehmenssteuerung, Springer, vol. 31(3), pages 275-328, September.

    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:pal:jobman:v:27:y:2020:i:2:d:10.1057_s41262-019-00171-9. 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave.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.