Knowledge dissemination and employee-based brand equity nexus: an inclusive marketing perspective

Abstract

Purpose

The study aims to investigate the relationship between internal knowledge dissemination and employee-based brand equity (EBBE) through the lens of inclusive marketing among university faculty members. The study also examines the role of employee absorptive capacity and brand knowledge as mediators.

Design/methodology/approach

A sample of 362 faculty members from Pakistani universities was considered for analysis using a quantitative study design. A questionnaire was used to measure the variables under study, and structural equation modeling was used to examine the direct and indirect relationships.

Findings

There exists a positive and significant relationship between internal knowledge dissemination and EBBE among faculty members. Moreover, it is noteworthy to highlight that employee absorptive capacity and brand knowledge play pivotal roles as mediators.

Practical implications

The research findings have significant implications for the universities. Universities can strengthen their EBBE by properly disseminating knowledge among faculty members, which in turn fosters a sense of belongingness toward them. By improving the absorptive capacity of faculty members, universities can better prepare them to contribute successfully to the university’s brand and image. Developing brand knowledge among faculty members can help in fostering a unified and coherent brand image that deeply resonates with stakeholders such as colleagues, students and the academic community as a whole. Furthermore, promoting an inclusive culture within the organization will emphasize diversity and equity in internal knowledge dissemination practices, thereby further enhancing EBBE.

Originality/value

This study contributes to the prevailing knowledge-base by exploring the role of internal knowledge dissemination in developing EBBE among university faculty members. The research not only enriches the understanding of brand management in universities but also provides practical guidelines for the expansion of effective branding initiatives. Moreover, this study adds value by examining the association between internal knowledge dissemination and EBBE from the perspective of inclusive marketing strategies. It highlights the significance of encouraging a culture of diversity, inclusion and equity within organizations, leading toward significant outcomes in terms of enhanced brand equity among employees.

Citation

Gulzar, O., Malik, M.I., Nawaz, F. and Shahid, O.B. (2025), "Knowledge dissemination and employee-based brand equity nexus: an inclusive marketing perspective", Corporate Communications: An International Journal, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/CCIJ-09-2023-0121