Communicating the brand promise to internal stakeholders in Higher Education Institutions
Date Issued
April 4, 2023
Author(s)
Abstract
Most of the marketing of Higher Education Institutions (HEIs) literature has focused on
external branding activities (Mampaey et al. 2020; Pinar, Girard, and Basfirinci 2020) but
neglected inside-out brand development (Sujchaphong, Nguyen, and Melewar 2015) through
Internal Marketing (IM). The IM field, however, still faces the challenge of inconsistent
conceptualizations of its nature and underlying practices and has largely ignored the
particularities of the HE sector, despite its social and economic importance (Qiu, Boukis, and
Storey, 2021). So, the aim of this paper is to contribute to both by exploring the meaning and
elements of the IM Mix (IMM) as perceived by HEI employees.
external branding activities (Mampaey et al. 2020; Pinar, Girard, and Basfirinci 2020) but
neglected inside-out brand development (Sujchaphong, Nguyen, and Melewar 2015) through
Internal Marketing (IM). The IM field, however, still faces the challenge of inconsistent
conceptualizations of its nature and underlying practices and has largely ignored the
particularities of the HE sector, despite its social and economic importance (Qiu, Boukis, and
Storey, 2021). So, the aim of this paper is to contribute to both by exploring the meaning and
elements of the IM Mix (IMM) as perceived by HEI employees.
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