Internal Branding an Emerging Approach in Higher Education Institutions

Asad Ur Rehman, Salniza Bt Md. Salleh, Norzieiriani bt. Ahmad


Internal branding is seen as an emerging phenomenon that ensure employees’ delivery of the brand promise by shaping employees’ brand behavior. However, few studies have been discussed to understand the internal branding approach from the perspective of employees’ behavior, especially in the context of higher education institutions (HEIs). Therefore, this paper aims to review the literature on the notion of internal branding and its’ effect on employees’ behavior in the higher education institutions of Pakistan. It is found that employees’ brand aligned behavior, is a crucial element in the development of successful brand. Thus, the study reviewed that how HEIs employees contribute towards the positive brand building behavior. The behavioral issues of universities employees are also uncovered and discussed. Finally, potential future research directions are provided.


internal branding, employees’ behavior, higher education institutions

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