Vol. 10(1), pp. 1-11, January , 2022.

ISSN: 2384-6151

https://doi.org/10.14662/ijebm2021200

 

 

Full Length Research

 

Effect of Internal Branding on Employee Brand Supporting Behaviors: Empirical Evidence from the Higher Education Institutions of Ethiopia

 

Hika Debela Biru

 

Lecturer of Marketing Management in College of Business and Economics @ Wollega University  

 

 

Accepted 26 January 2022

Abstract

 

The purpose of this study is to investigate the effect of internal branding activities on the brand support behavior of employees at Welega University. The researcher used internal brand communication and brand-centered training and development activities as afeature of internal branding. This study followed a descriptive study design supported by a deductive study approach. The subjects of the survey consisted of all employees of the University. A dedicated, unlikely sampling procedure was used to track the last respondent. Data were collected from 346 respondents using a structured survey using a 5-pointLikertscale. The findings of the association analysis show that the descriptive variables were statistically significant. The results of root cause analysis show that internal branding attributes, or the practice of internal brand communication, have a greater impact on the brand support behavior of university employees than on brand-centric training and further development activities. In addition, the results show that internal branding attributes are positively correlated with employee brand support behavior and that the university has excellent experience with these attributes, employees are very likely to support the brand.

 

Keywords: Internal branding, brand centered training, brand supporting behaviors, Higher education, Wollega University, Ethiopia.

 

Cite This Article As: Hika, D.B. (2022). Effect of Internal Branding on Employee Brand Supporting Behaviors: Empirical Evidence from the Higher Education Institutions of Ethiopia. Inter. J. Econ. Bus. Manage. 10(1): 1-11