Effect of Internal Branding on Employees’ Brand Supporting Behaviors: Empirical Evidence from the Higher Education Institutions of Ethiopia

Hika Debela Biru

doi:doi:10.11648/j.ajomis.20210604.14

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Effect of Internal Branding on Employees’ Brand Supporting Behaviors: Empirical Evidence from the Higher Education Institutions of Ethiopia

Hika Debela Biru

Published in American Journal of Operations Management and Information Systems (Volume 6, Issue 4)

Received: 19 November 2021 Accepted: 14 December 2021 Published: 24 December 2021

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Abstract

Nowadays, companies are increasing their brand value by cooperating and committing to a consistent brand message in order for employees to understand the value embodied in the brand and brings the brand promise to their customers. The purpose of this study is to investigate the effect of internal branding activities on the brand support behavior of employees at Welega University. The researcher used internal brand communication and brand-centered training and development activities as a feature of internal branding. This study followed a descriptive study design supported by a deductive study approach. The subjects of the survey consisted of all employees of the University. A dedicated, unlikely sampling procedure was used to track the last respondent. Data were collected from 346 respondents using a structured survey using a 5-point Likert scale. The findings of the association analysis show that the descriptive variables were statistically significant. The results of root cause analysis show that internal branding attributes, or the practice of internal brand communication, have a greater impact on the brand support behavior of university employees than on brand-centric training and further development activities. In addition, the results show that internal branding attributes are positively correlated with employee brand support behavior and that the university has excellent experience with these attributes, employees are very likely to support the brand.

Published in	American Journal of Operations Management and Information Systems (Volume 6, Issue 4)
DOI	10.11648/j.ajomis.20210604.14
Page(s)	92-101
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2021. Published by Science Publishing Group

Keywords

Internal Branding, Brand Centered Training, Brand Supporting Behaviors, Higher Education, Wollega University, Ethiopia

References

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APA Style

Hika Debela Biru. (2021). Effect of Internal Branding on Employees’ Brand Supporting Behaviors: Empirical Evidence from the Higher Education Institutions of Ethiopia. American Journal of Operations Management and Information Systems, 6(4), 92-101. https://doi.org/10.11648/j.ajomis.20210604.14

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ACS Style

Hika Debela Biru. Effect of Internal Branding on Employees’ Brand Supporting Behaviors: Empirical Evidence from the Higher Education Institutions of Ethiopia. Am. J. Oper. Manag. Inf. Syst. 2021, 6(4), 92-101. doi: 10.11648/j.ajomis.20210604.14

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AMA Style

Hika Debela Biru. Effect of Internal Branding on Employees’ Brand Supporting Behaviors: Empirical Evidence from the Higher Education Institutions of Ethiopia. Am J Oper Manag Inf Syst. 2021;6(4):92-101. doi: 10.11648/j.ajomis.20210604.14

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@article{10.11648/j.ajomis.20210604.14,
  author = {Hika Debela Biru},
  title = {Effect of Internal Branding on Employees’ Brand Supporting Behaviors: Empirical Evidence from the Higher Education Institutions of Ethiopia},
  journal = {American Journal of Operations Management and Information Systems},
  volume = {6},
  number = {4},
  pages = {92-101},
  doi = {10.11648/j.ajomis.20210604.14},
  url = {https://doi.org/10.11648/j.ajomis.20210604.14},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ajomis.20210604.14},
  abstract = {Nowadays, companies are increasing their brand value by cooperating and committing to a consistent brand message in order for employees to understand the value embodied in the brand and brings the brand promise to their customers. The purpose of this study is to investigate the effect of internal branding activities on the brand support behavior of employees at Welega University. The researcher used internal brand communication and brand-centered training and development activities as a feature of internal branding. This study followed a descriptive study design supported by a deductive study approach. The subjects of the survey consisted of all employees of the University. A dedicated, unlikely sampling procedure was used to track the last respondent. Data were collected from 346 respondents using a structured survey using a 5-point Likert scale. The findings of the association analysis show that the descriptive variables were statistically significant. The results of root cause analysis show that internal branding attributes, or the practice of internal brand communication, have a greater impact on the brand support behavior of university employees than on brand-centric training and further development activities. In addition, the results show that internal branding attributes are positively correlated with employee brand support behavior and that the university has excellent experience with these attributes, employees are very likely to support the brand.},
 year = {2021}
}

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TY  - JOUR
T1  - Effect of Internal Branding on Employees’ Brand Supporting Behaviors: Empirical Evidence from the Higher Education Institutions of Ethiopia
AU  - Hika Debela Biru
Y1  - 2021/12/24
PY  - 2021
N1  - https://doi.org/10.11648/j.ajomis.20210604.14
DO  - 10.11648/j.ajomis.20210604.14
T2  - American Journal of Operations Management and Information Systems
JF  - American Journal of Operations Management and Information Systems
JO  - American Journal of Operations Management and Information Systems
SP  - 92
EP  - 101
PB  - Science Publishing Group
SN  - 2578-8310
UR  - https://doi.org/10.11648/j.ajomis.20210604.14
AB  - Nowadays, companies are increasing their brand value by cooperating and committing to a consistent brand message in order for employees to understand the value embodied in the brand and brings the brand promise to their customers. The purpose of this study is to investigate the effect of internal branding activities on the brand support behavior of employees at Welega University. The researcher used internal brand communication and brand-centered training and development activities as a feature of internal branding. This study followed a descriptive study design supported by a deductive study approach. The subjects of the survey consisted of all employees of the University. A dedicated, unlikely sampling procedure was used to track the last respondent. Data were collected from 346 respondents using a structured survey using a 5-point Likert scale. The findings of the association analysis show that the descriptive variables were statistically significant. The results of root cause analysis show that internal branding attributes, or the practice of internal brand communication, have a greater impact on the brand support behavior of university employees than on brand-centric training and further development activities. In addition, the results show that internal branding attributes are positively correlated with employee brand support behavior and that the university has excellent experience with these attributes, employees are very likely to support the brand.
VL  - 6
IS  - 4
ER  -

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Author Information

Hika Debela Biru

Department of Commerce Marketing Management Program, College of Business and Economics, Wollega University, Nekemte, Ethiopia

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APA Style

Hika Debela Biru. (2021). Effect of Internal Branding on Employees’ Brand Supporting Behaviors: Empirical Evidence from the Higher Education Institutions of Ethiopia. American Journal of Operations Management and Information Systems, 6(4), 92-101. https://doi.org/10.11648/j.ajomis.20210604.14

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ACS Style

Hika Debela Biru. Effect of Internal Branding on Employees’ Brand Supporting Behaviors: Empirical Evidence from the Higher Education Institutions of Ethiopia. Am. J. Oper. Manag. Inf. Syst. 2021, 6(4), 92-101. doi: 10.11648/j.ajomis.20210604.14

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AMA Style

Hika Debela Biru. Effect of Internal Branding on Employees’ Brand Supporting Behaviors: Empirical Evidence from the Higher Education Institutions of Ethiopia. Am J Oper Manag Inf Syst. 2021;6(4):92-101. doi: 10.11648/j.ajomis.20210604.14

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@article{10.11648/j.ajomis.20210604.14,
  author = {Hika Debela Biru},
  title = {Effect of Internal Branding on Employees’ Brand Supporting Behaviors: Empirical Evidence from the Higher Education Institutions of Ethiopia},
  journal = {American Journal of Operations Management and Information Systems},
  volume = {6},
  number = {4},
  pages = {92-101},
  doi = {10.11648/j.ajomis.20210604.14},
  url = {https://doi.org/10.11648/j.ajomis.20210604.14},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ajomis.20210604.14},
  abstract = {Nowadays, companies are increasing their brand value by cooperating and committing to a consistent brand message in order for employees to understand the value embodied in the brand and brings the brand promise to their customers. The purpose of this study is to investigate the effect of internal branding activities on the brand support behavior of employees at Welega University. The researcher used internal brand communication and brand-centered training and development activities as a feature of internal branding. This study followed a descriptive study design supported by a deductive study approach. The subjects of the survey consisted of all employees of the University. A dedicated, unlikely sampling procedure was used to track the last respondent. Data were collected from 346 respondents using a structured survey using a 5-point Likert scale. The findings of the association analysis show that the descriptive variables were statistically significant. The results of root cause analysis show that internal branding attributes, or the practice of internal brand communication, have a greater impact on the brand support behavior of university employees than on brand-centric training and further development activities. In addition, the results show that internal branding attributes are positively correlated with employee brand support behavior and that the university has excellent experience with these attributes, employees are very likely to support the brand.},
 year = {2021}
}

Copy | Download

TY  - JOUR
T1  - Effect of Internal Branding on Employees’ Brand Supporting Behaviors: Empirical Evidence from the Higher Education Institutions of Ethiopia
AU  - Hika Debela Biru
Y1  - 2021/12/24
PY  - 2021
N1  - https://doi.org/10.11648/j.ajomis.20210604.14
DO  - 10.11648/j.ajomis.20210604.14
T2  - American Journal of Operations Management and Information Systems
JF  - American Journal of Operations Management and Information Systems
JO  - American Journal of Operations Management and Information Systems
SP  - 92
EP  - 101
PB  - Science Publishing Group
SN  - 2578-8310
UR  - https://doi.org/10.11648/j.ajomis.20210604.14
AB  - Nowadays, companies are increasing their brand value by cooperating and committing to a consistent brand message in order for employees to understand the value embodied in the brand and brings the brand promise to their customers. The purpose of this study is to investigate the effect of internal branding activities on the brand support behavior of employees at Welega University. The researcher used internal brand communication and brand-centered training and development activities as a feature of internal branding. This study followed a descriptive study design supported by a deductive study approach. The subjects of the survey consisted of all employees of the University. A dedicated, unlikely sampling procedure was used to track the last respondent. Data were collected from 346 respondents using a structured survey using a 5-point Likert scale. The findings of the association analysis show that the descriptive variables were statistically significant. The results of root cause analysis show that internal branding attributes, or the practice of internal brand communication, have a greater impact on the brand support behavior of university employees than on brand-centric training and further development activities. In addition, the results show that internal branding attributes are positively correlated with employee brand support behavior and that the university has excellent experience with these attributes, employees are very likely to support the brand.
VL  - 6
IS  - 4
ER  -

Copy | Download