Intrinsic motivation, digital enablement and brand relationship quality: investigation in higher education

Purpose This study examines the impact of intrinsic motivation elements – job autonomy, competence and relatedness – on employee–brand relationship quality (EBRQ) in higher education institutions (HEIs), focusing on the moderating role of digital enablement within the context of digital sustainabil...

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Bibliographic Details

Main Authors:	Urooj, Ahmed, Rukhsar, Ahmed, Sharizal, Hashim, Mahani, Mohammad Abdu Shakur
Format:	Article
Language:	en
Published:	Emerald Publishing Ltd 2025
Subjects:	H Social Sciences (General)
Online Access:	http://ir.unimas.my/id/eprint/50790/3/Intrinsic%20motivation.pdf http://ir.unimas.my/id/eprint/50790/ https://www.emerald.com/jarhe/article-abstract/doi/10.1108/JARHE-11-2024-0667/1276424/Intrinsic-motivation-digital-enablement-and-brand?redirectedFrom=PDF https://doi.org/10.1108/JARHE-11-2024-0667
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