Browsing by Author "Bidin, Rosmiza"

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    Corporate Identity Management (CIM) in Malaysian Higher Education Sector: Developing a Conceptual Model
    (DergiPark, 2016) Rageh Ismail, Ahmed; Mohamad, Bahtiar; Abu Bakar, Hassan; Halim, Haslina; Bidin, Rosmiza
    Corporate Identity Management (CIM) in universities has been acknowledged in marketing literature as an important area of research. Research within the current spectrum of CIM indicates some ambiguities surrounding corporate identity in higher education. However, very few studies are available in the field of corporate identity within universities. Accordingly, the objective of this study is to examine the relationships between university’s CIM and organizational performance, and also to identify the relevant underlying mechanisms of CIM in Malaysian higher-education sector. Based on a review of the existing literature in a range of fields, this study proposes a conceptual model of the positive relationships between CIM activities in universities with the internal brand, transformational leadership, and organizational culture. The internal brand communication, transformational leadership characteristics of the immediate leader and organizational culture of the university are included in the model as determinants of CIM activities. The proposed conceptual model is developed based on marketing control theory (Jaworski, 1988) combined with transformational leadership theory (Burns, 1978), and social learning theory (Bandura, 1977). The researchers expect this research to make several theoretical, managerial and policy contributions. For example, the institutions which want to build organizational performance from the academic staff should ensure that the corporate identity management, internal brand, organizational culture and leadership move in the right direction.
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    Corporate Identity Management and Employee Brand Support: Enhancing Marketisation in Higher Education Sector
    (Jurnal Komunikasi, 2017) Rageh Ismail, Ahmed; Mohamad, Bahtiar; Bidin, Rosmiza
    Marketing literature has recognized Corporate Identity Management (CIM) in higher education sector as an important area of research. Moreover, current research trend within the continuum of CIM has indicated some ambiguities surrounding corporate identity in higher education. In fact, there is paucity of empirical studies on corporate identity from a higher education perspective. Consequently, the objective of this study is to examine the relationships between university’s CIM and employee brand support as well as its relevant causal mechanisms in the higher education sector in Malaysia. The study employed a survey (472) with Malaysian university staff as respondents to test the research hypotheses and the proposed conceptual model. Findings of the study indicated that the Malaysian university staff has some external validity in exploring CIM and employee brand support. The results also demonstrated that the CIM in universities should be merged with strategic communication. Finally, this study provides a better corporate identity management to policy makers, regulators, managers and government in the higher education sector. For example, institutions can inculcate employee brand support in their academic staff to ensure corporate identity management moves in the right direction.