2008
Abstract
This research aims to examine the antecedents and consequences of internal branding in universities, as well as variables that have mediating and moderating effects. Internal branding focuses on employees’ understanding of the brand value and the way they deliver the brand experience. The research methodology would be based on a combination of qualitative and quantitative methodologies, steeped in a belief of the value of triangulation as a strategy for conducting valid and reliable research. Top management and academic employees of Thai universities will take part in the research involving use of interviews, questionnaires.
Keywords: higher education, internal branding, employee, leadership, government policy
1. Introduction
For service organisations that usually face the challenge of developing the brand for an intangible and complex offering, developing the organisation brand from inside out is vital (Judson et al., 2006). Educational institutions increasingly employ some kind marketing activities and branding programmes (Oplatka and Brown 2004; Bunzel 2007; Ivy 2001), even though they tend to be unsystematic in nature (Oplatka and Brown 2004). Stensaker (2005) states that the university brand will not be trustworthy if their employees display brand characteristics. However, several
authors note that employees may not support and represent their company’s branding effectively (Ind 2001; Mitchell 2004; Schein 1992). Sometimes employees’ beliefs ............(baca_selengkapnya)
Keywords: higher education, internal branding, employee, leadership, government policy
1. Introduction
For service organisations that usually face the challenge of developing the brand for an intangible and complex offering, developing the organisation brand from inside out is vital (Judson et al., 2006). Educational institutions increasingly employ some kind marketing activities and branding programmes (Oplatka and Brown 2004; Bunzel 2007; Ivy 2001), even though they tend to be unsystematic in nature (Oplatka and Brown 2004). Stensaker (2005) states that the university brand will not be trustworthy if their employees display brand characteristics. However, several
authors note that employees may not support and represent their company’s branding effectively (Ind 2001; Mitchell 2004; Schein 1992). Sometimes employees’ beliefs ............(baca_selengkapnya)
Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management).
e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id
Butuh Artikel/Jurnal lainnya ?, click di :
- Jurnal Business & Marketing
- Jurnal Manajemen Sdm
- Daftar-Judul-Hasil-PENELITIAN-Relevan
- Jurnal Kualitas Jasa (Servqual)
- Jurnal Loyalitas Pelanggan (Loyalty)
- Jurnal Corporate Image
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