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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...

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Main Authors: Mohamad, Bahtiar, Ismail, Ahmed Rageh, Bidin, Rosmiza
Format: Article
Language:English
Published: Universiti Kebangsaan Malaysia Press 2017
Online Access:http://psasir.upm.edu.my/id/eprint/61238/1/IMAGE.pdf
http://psasir.upm.edu.my/id/eprint/61238/
https://ejournal.ukm.my/mjc/article/view/20888
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spelling my.upm.eprints.612382021-07-21T10:37:13Z http://psasir.upm.edu.my/id/eprint/61238/ Corporate identity management and employee brand support: enhancing marketisation in higher education sector Mohamad, Bahtiar Ismail, Ahmed Rageh Bidin, Rosmiza 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. Universiti Kebangsaan Malaysia Press 2017 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/61238/1/IMAGE.pdf Mohamad, Bahtiar and Ismail, Ahmed Rageh and Bidin, Rosmiza (2017) Corporate identity management and employee brand support: enhancing marketisation in higher education sector. Jurnal Komunikasi: Malaysian Journal of Communication, 33 (3). 178 - 195. ISSN 2289-151X; ESSN: 2289-1528 https://ejournal.ukm.my/mjc/article/view/20888 10.17576/JKMJC-2017-3303-11
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
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 Mohamad, Bahtiar
Ismail, Ahmed Rageh
Bidin, Rosmiza
spellingShingle Mohamad, Bahtiar
Ismail, Ahmed Rageh
Bidin, Rosmiza
Corporate identity management and employee brand support: enhancing marketisation in higher education sector
author_facet Mohamad, Bahtiar
Ismail, Ahmed Rageh
Bidin, Rosmiza
author_sort Mohamad, Bahtiar
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 Universiti Kebangsaan Malaysia Press
publishDate 2017
url http://psasir.upm.edu.my/id/eprint/61238/1/IMAGE.pdf
http://psasir.upm.edu.my/id/eprint/61238/
https://ejournal.ukm.my/mjc/article/view/20888
_version_ 1706958774057566208
score 13.211869

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