Purpose – This paper seeks to propose and test the appropriateness of a brand community within an internal branding framework. Design/methodology/approach – Using the multidimensional constructs of brand community and the strengths of internal branding strategies, this study explores the...

<title>ABSTRACT</title> Branding efforts have typically focused on external promotional strategies to develop brand image. Recently, the brand messages conveyed to employees of an organization have been recognized as being equally as important as the brand messages sent to external stakeholders. This study...

Higher education in the United States is rapidly moving toward a marketized model of service provision, one emphasizing marketing practices based upon relevance and student satisfaction. The results of the study reported herein suggest that such strategies may not ensure equal balance between...