UPM Institutional Repository

Corporate Identity Management (CIM) model in Malaysian higher education sector: literature review and hypothesis development


Citation

Mohamad, Bahtiar and Abu Bakar, Hassan and Ismail, Ahmed Rageh and Halim, Haslina (2016) Corporate Identity Management (CIM) model in Malaysian higher education sector: literature review and hypothesis development. The European Proceedings of Social & Behavioural Sciences EpSBS. art. no. 93. pp. 659-666. ISSN ESSN: 2357-1330

Abstract

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 identify the relevant underlying mechanisms in Malaysian highereducation sector. Based on a review of the existing literature in a range of areas, this study proposes a conceptual model of the positive relationships between CIM activities in universities with internal brand, transformational leadership and organisational culture. The proposed conceptual model is developed based on three main theories-- social identification theory, transformational leadership theory and social learning theory.


Download File

[img]
Preview
Text
Corporate Identity Management (CIM) model in Malaysian higher education sector.pdf

Download (146kB) | Preview

Additional Metadata

Item Type: Article
Divisions: Faculty of Modern Language and Communication
DOI Number: https://doi.org/10.15405/epsbs.2016.08.93
Publisher: Future Academy
Keywords: Corporate identity; Internal brand; Leadership; Culture
Depositing User: Nurul Ainie Mokhtar
Date Deposited: 10 May 2019 03:35
Last Modified: 10 May 2019 03:35
Altmetrics: http://www.altmetric.com/details.php?domain=psasir.upm.edu.my&doi=10.15405/epsbs.2016.08.93
URI: http://psasir.upm.edu.my/id/eprint/53841
Statistic Details: View Download Statistic

Actions (login required)

View Item View Item