Amani, D.2024-03-122024-03-122018Amani, D. (2018). Building employee brand commitment : the role of psychological contract ‘a case of higher learning institutions’.Url: https://www.indianjournals.com/ijor.aspx?target=ijor:ijmss&volume=6&issue=8&article=008https://repository.udom.ac.tz/handle/20.500.12661/4244Abstract. Full text Article available at: https://www.indianjournals.com/ijor.aspx?target=ijor:ijmss&volume=6&issue=8&article=008Despite 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.enBrandingEmployee Brand CommitmentHigher Learning InstitutionsPsychological ContractRelational Psychological ContractTransactional Psychological Contract.Article