/jurnalpengurusan Tue, 19 May 2026 05:42:53 +0000 en-US hourly 1 https://wordpress.org/?v=7.0 /jurnalpengurusan/article/enhancing-employee-brand-relationships-in-higher-education-the-moderating-role-of-job-autonomy-in-internal-brand-management/?utm_source=rss&utm_medium=rss&utm_campaign=enhancing-employee-brand-relationships-in-higher-education-the-moderating-role-of-job-autonomy-in-internal-brand-management Mon, 18 May 2026 08:16:55 +0000 /jurnalpengurusan/?post_type=article&p=8099 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–brand 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.

 

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