Internal corporate social responsibility and university brand legitimacy: an employee perspective in the higher education sector in Tanzania
Loading...
Date
2022
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Emerald
Abstract
Purpose
The purpose of this study is to examine the influence of internal corporate social responsibility
(CSR) towards university brand legitimacy (UBRL) with the mediation effect of university brand
perceived ethicality in the higher education sector in Tanzania.
Design/methodology/approach
The study collected data from 399 employees of two universities through a cross-sectional survey
research design. The data were analyzed using structural equation modelling.
Findings
The findings of this study suggest that internal CSR influences UBRL when mediated with
university brand perceived ethicality.
Research limitations/implications
A cross-sectional survey research involving self-administered questionnaire was used. Therefore,
the generalization of the findings should be made with caution.
Practical implications
Higher education institutions should invest in ethical management practices that consider internal
CSR to ensure employees as legitimacy-granting constituents motivated to grant legitimacy to the
university brand.
Originality/value
This study is among initial endeavors to examine internal CSR as a driver of UBRL in the higher
education domain context.
Description
Abstract. Full text Article available at: http://dx.doi.org/10.1108/SRJ-12-2021-0540
Keywords
Internal corporate, Social responsibility, University brand, Legitimacy, Employee perspective, Education sector
Citation
Amani, D. (2023). Internal corporate social responsibility and university brand legitimacy: an employee perspective in the higher education sector in Tanzania. Social Responsibility Journal, 19(4), 611-625.