Proceedings of the 5th World Conference on Management and Economics
Year: 2024
DOI:
[PDF]
The Effect of Engaging Faculties, Staff and Students in Brand Development in Saudi Universities
Asst. Prof. Dr. Shadi Badawood
ABSTRACT:
Nowadays, universities are behaving more like corporations in terms of building and developing their brands. Internal branding is believed to impact institutions reputation directly. In fact, most of higher education institutions implement internal branding differently by making faculty members, staff and students true representatives of the academic institution and its values. This plays a vital role in establishing a positive reputation that appeals to talented professors and students. This research examines to what extent engaging university stakeholders in brand development enhances reputation and makes academic institution shine. It adopts positivist approach and data will be collected from faculty members, staff and students in private colleges and universities in Saudi Arabia. This shows to what extent the three main constructs: employee engagement, productivity and customer satisfaction shape internal branding in universities and impact reputation. In fact, this research shows possible consequences of implementing internal branding practices on institution reputation, and contributes to this growing research area by identifying the effect of engaging employees in brand development, and developing a comprehensive conceptual model of internal branding in universities.
keywords: internal branding; employee branding; brand development; university branding; reputation