Building employee brand commitment: the role of psychological contract ‘a case of higher learning institutions’
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Date
2018
Authors
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Journal ISSN
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Publisher
Diva Enterprises pvt. Ltd
Abstract
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.
Description
Abstract. Full text Article available at: https://www.indianjournals.com/ijor.aspx?target=ijor:ijmss&volume=6&issue=8&article=008
Keywords
Branding, Employee Brand Commitment, Higher Learning Institutions, Psychological Contract, Relational Psychological Contract, Transactional Psychological Contract.
Citation
Amani, D. (2018). Building employee brand commitment : the role of psychological contract ‘a case of higher learning institutions’.