Enhancing Employee Brand Relationships in Higher Education: The Moderating Role of Job Autonomy in Internal Brand Management
2026-05-18
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 autonomyContinue Reading