Measuring Employees’ Brand Commitment in Universities Settings: An Empirical Study in India

Abstract

In the past, many service brands have applied a consumer-goods
approach for branding to respond to a more competitive
environment. Body of research focuses on various components in
building a strong brand, but undermines the role played by
employees in developing the brand and universities are not an
exceptional. The aim of this study is to provide an insight into
role played by employees in the process of building a powerful
service brand. Employees must be committed to demonstrating
the brand values each time a customer interact with the brand.
The present research explores the employees’ brand commitment
in the university settings in India. The dimensions of employers
brand (the university’s image as seen through the eyes of
associates) are used as independent variables for explaining the
employees’ commitment with respect to university type. Survey
approach was adapted using self-administered questionnaire to
achieve the research objective. A total of 112 faculties working in
Indian universities have been identified (sample size consists of
104 usable observations). The analysis included hypothesis
regarding which constructs explains the most in defining
employee brand commitment with the help of multiple regression
and subsequent multivariate analysis. For universities, research
findings illustrate the importance of employee brand commitment
in the process of building a strong brand.