Corporate identity management and employee brand support: enhancing marketisation in higher education sector

Marketing literature has recognized Corporate Identity Management (CIM) in higher education sector as an important area of research. Moreover, current research trend within the continuum of CIM has indicated some ambiguities surrounding corporate identity in higher education. In fact, there is pauci...

Full description

Bibliographic Details
Main Authors: Bahtiar Mohamad, Ahmed Rageh Ismail, Rosmiza Bidin
Format: Article
Language:English
Published: Penerbit Universiti Kebangsaan Malaysia 2017
Online Access:http://journalarticle.ukm.my/11420/
http://journalarticle.ukm.my/11420/
http://journalarticle.ukm.my/11420/1/20888-59705-3-PB.pdf
id ukm-11420
recordtype eprints
spelling ukm-114202018-02-23T10:40:08Z http://journalarticle.ukm.my/11420/ Corporate identity management and employee brand support: enhancing marketisation in higher education sector Bahtiar Mohamad, Ahmed Rageh Ismail, Rosmiza Bidin, Marketing literature has recognized Corporate Identity Management (CIM) in higher education sector as an important area of research. Moreover, current research trend within the continuum of CIM has indicated some ambiguities surrounding corporate identity in higher education. In fact, there is paucity of empirical studies on corporate identity from a higher education perspective. Consequently, the objective of this study is to examine the relationships between university’s CIM and employee brand support as well as its relevant causal mechanisms in the higher education sector in Malaysia. The study employed a survey (472) with Malaysian university staff as respondents to test the research hypotheses and the proposed conceptual model. Findings of the study indicated that the Malaysian university staff has some external validity in exploring CIM and employee brand support. The results also demonstrated that the CIM in universities should be merged with strategic communication. Finally, this study provides a better corporate identity management to policy makers, regulators, managers and government in the higher education sector. For example, institutions can inculcate employee brand support in their academic staff to ensure corporate identity management moves in the right direction. Penerbit Universiti Kebangsaan Malaysia 2017 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/11420/1/20888-59705-3-PB.pdf Bahtiar Mohamad, and Ahmed Rageh Ismail, and Rosmiza Bidin, (2017) Corporate identity management and employee brand support: enhancing marketisation in higher education sector. Jurnal Komunikasi ; Malaysian Journal of Communication, 33 (3). pp. 178-195. ISSN 0128-1496 http://ejournal.ukm.my/mjc/issue/view/1002
repository_type Digital Repository
institution_category Local University
institution Universiti Kebangasaan Malaysia
building UKM Institutional Repository
collection Online Access
language English
description Marketing literature has recognized Corporate Identity Management (CIM) in higher education sector as an important area of research. Moreover, current research trend within the continuum of CIM has indicated some ambiguities surrounding corporate identity in higher education. In fact, there is paucity of empirical studies on corporate identity from a higher education perspective. Consequently, the objective of this study is to examine the relationships between university’s CIM and employee brand support as well as its relevant causal mechanisms in the higher education sector in Malaysia. The study employed a survey (472) with Malaysian university staff as respondents to test the research hypotheses and the proposed conceptual model. Findings of the study indicated that the Malaysian university staff has some external validity in exploring CIM and employee brand support. The results also demonstrated that the CIM in universities should be merged with strategic communication. Finally, this study provides a better corporate identity management to policy makers, regulators, managers and government in the higher education sector. For example, institutions can inculcate employee brand support in their academic staff to ensure corporate identity management moves in the right direction.
format Article
author Bahtiar Mohamad,
Ahmed Rageh Ismail,
Rosmiza Bidin,
spellingShingle Bahtiar Mohamad,
Ahmed Rageh Ismail,
Rosmiza Bidin,
Corporate identity management and employee brand support: enhancing marketisation in higher education sector
author_facet Bahtiar Mohamad,
Ahmed Rageh Ismail,
Rosmiza Bidin,
author_sort Bahtiar Mohamad,
title Corporate identity management and employee brand support: enhancing marketisation in higher education sector
title_short Corporate identity management and employee brand support: enhancing marketisation in higher education sector
title_full Corporate identity management and employee brand support: enhancing marketisation in higher education sector
title_fullStr Corporate identity management and employee brand support: enhancing marketisation in higher education sector
title_full_unstemmed Corporate identity management and employee brand support: enhancing marketisation in higher education sector
title_sort corporate identity management and employee brand support: enhancing marketisation in higher education sector
publisher Penerbit Universiti Kebangsaan Malaysia
publishDate 2017
url http://journalarticle.ukm.my/11420/
http://journalarticle.ukm.my/11420/
http://journalarticle.ukm.my/11420/1/20888-59705-3-PB.pdf
first_indexed 2023-09-18T20:00:19Z
last_indexed 2023-09-18T20:00:19Z
_version_ 1777406804500676608