Browsing by Author "Amani, D."

Now showing 1 - 4 of 4
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    Building employee brand commitment: the role of psychological contract ‘a case of higher learning institutions’
    (Diva Enterprises pvt. Ltd, 2018) Amani, D.
    Despite the popularity of employee brand commitment in business management studies, the influences of the same are not well documented. Therefore, this study intends to examine the influence of psychological contracts i.e. relational and transactional contracts on employee brand commitment among employees of higher learning institutions. The study collected data from 401 respondents including academic, administrative and technical staffs of the selected University by using a self-administered questionnaire. In addition, data were analyzed by using Structural Equation Modelling (SEM), and the study findings show that psychological contracts i.e. relational and transactional contracts have a significant influence on employee brand commitment. The study recommends that, branding of higher learning institutions should adopt a holistic approach that considers employees as the main engine of the Universities branding process. Finally, the study proposes further empirical studies on psychological contracts, by comparing the level of influence between relational and transactional contracts on employee brand commitment.
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    Demystifying factors fueling university brand evangelism in the higher education sector in Tanzania: a social identity perspective
    (Informa UK Limited, 2022) Amani, D.
    Extant literature examines the role of alumni in supporting higher education institutions (HEIs) through donation behavior. However, scant empirical studies examine the influence of alumni in the context of extra-role brand building behaviour in HEIs. This study examines university identification and university social community identification in influencing university brand evangelism when mediated with a sense of belonging. The study collected data from 606 alumni of 15 HEIs in Tanzania and analyzed it using structural equation modelling. The findings reveal that most alumni engage in university brand evangelism when they are highly identified with their university and its entire social community. Furthermore, the findings confirm that a higher level of identification is inadequate to predict and explain university brand evangelism, unless a sense of belonging is included as a mediator. Therefore, HEIs’ management should build social and personal identification to stimulate a sense of belonging, which fuels alumni intent to engage in university brand evangelism.
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    Internal branding and students’ behavioral intention to become active member of university alumni associations: the role of students’ sense of belonging in Tanzania
    (Informa UK Limited, 2022) Amani, D.
    Seminal work in alumni engagement suggests that university alumni associations could boost the numbers of alumni who support their universities through cultivating active membership and participation. Nevertheless, scholars focus less on the driver behind students’ intention to become and participate as active members of university alumni associations. This study intends to fill the gap in knowledge by examining the influence of internal branding as the driver of students’ behavioral intention to become and participate as active members of university alumni associations when mediated with students’ sense of belonging. Using a cross-sectional survey, the study collected data from 501 students of two colleges of higher education sector in Tanzania and was analyzed using Structural Equation Modelling. The findings indicate that internal branding as an inclusive approach in university branding influence students’ behavioral intention to become and participate as active members of university alumni associations when mediated with students’ sense of belonging. Therefore, HLIs should adopt internal branding procedures as a tool of internal management to cultivate students’ sense of belonging for building students’ behavioral intention to become and participate as active members of university alumni associations.
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    Social media usage and behavioural support towards destination branding: the mediating role of destination identification: the study of Tanzania tourist destination
    (Moshi Cooperative University (MoCU), 2021) Amani, D.; Chao, E.
    In recent times, destination branding has emerged as an imperative tool for tourist destinations that strive to survive in the current competitive setting in the tourism sector. However, despite the potential role that destination branding is expected to play in building destination competitiveness, very little is known about the factors which constitute the process. This study explores social media usage in influencing behavioural support towards destination branding from a supply-side perspective. It involved 302 respondents who are owners-managers of the selected business firms that operate in Tanzania's tourism sector. Structural Equation Modelling (SEM) was used for inferential statistical analysis and the findings show that social media usage influences behavioural support towards destination branding when mediated with destination identification. Thus, social media should be considered a tool influencing stakeholders' attitudes towards the tourism sector and tourists' destination.