Enhancing Employee Brand Relationships in Higher Education: The Moderating Role of Job Autonomy in Internal Brand Management
Meningkatkan Hubungan Jenama Pekerja dalam Pendidikan Tinggi: Peranan Moderasi Autonomi Kerja dalam Pengurusan Jenama Dalaman
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Abstract

This study investigates how internal brand management (IBM) practices shape Employee Brand Relationship Quality (EBRQ) in Higher Education Institutions (HEIs), and whether job autonomy strengthens these relationships. Drawing upon Social Exchange Theory and Self-Determination Theory, the study tests the effects of communication, training, and leadership on EBRQ, with job autonomy as a moderator. Data were gathered from 372 employees in public and private HEIs in Pakistan and analysed using PLS-SEM. The results demonstrate that training and leadership significantly enhance EBRQ, whereas communication does not exert a significant direct effect. However, job autonomy strengthens the effects of communication, training, and leadership on EBRQ, confirming its role as an important contextual enabler. The findings indicate that IBM is most effective when employees are empowered through capability-building, value-driven leadership, and sufficient discretion to enact institutional brand values authentically. The study contributes to internal branding literature by showing the differentiated effects of IBM mechanisms and by positioning job autonomy as a boundary condition in employee鈥揵rand relationship formation. Practically, HEIs should move beyond communication-focused branding and adopt autonomy-supportive, development-oriented strategies to strengthen internal brand alignment and support SDG 4 and SDG 8.

 

Keywords

employee brand relationship quality; higher education institutions; Internal brand management; job autonomy; PLS-SEM

Citation

No items found No items found Enhancing Employee Brand Relationships in Higher Education: The Moderating Role of Job Autonomy in Internal Brand Management. Jurnal Pengurusan, No items found –.

@article{hashim2026enhancing,
  title={Enhancing Employee Brand Relationships in Higher Education: The Moderating Role of Job Autonomy in Internal Brand Management},
  author={No items found},
  journal={Jurnal Pengurusan},
  No items found
  number={},
  pages={—},
  No items found
  doi={},
  publisher={Penerbit 集美麻豆},
}

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