• Abstract

    THE BEAUTY IS IN THE EYE OF THE BEHOLDER: HOW DO EMPLOYEES AT A COMMUNITY UNIVERSITY RELATE INTERNAL MARKETING AND ORGANIZATIONAL IMAGE?

    DOI 10.14210/alcance.v31n2(Mai/Ago).p16-32
    Published date: 11/12/2024

    Objective: Internal Marketing shares the institution's strategic vision with the employee, who acts as both a receptor and a disseminator of the Organizational Image, a crucial asset in today's context, especially in the service provision context, such as in a community university. This study aims to analyze the relationship between the perception of Internal Marketing and the Organizational Image perceived by employees of a community university.

    Design / methodology / approach: Two already validatd scales were used to collect data through an online questionnaire answered by 115 technical-administrative and teaching staff from the main campus of a community university, due to the infrastructure and marketing context to the detriment of other campuses. They were analyzed using the mean and standard deviation of perceptions about the instituition’s Internal Marketing and the Organizational Image, and, through structural equation modeling, the relationship between the two thematic constructs.

    Results: Both constructs, Internal Marketing and Organizational Image, received good evaluations. Although there are areas of attention such as Affective Image, Reward, and Internal Communication, the General Image, Vision, and the Training and Development dimension received excellent ratings, even higher than the evaluation of the original construct itself. Finally, a statistically significant relationship between Internal Marketing and Organizational Image was confirmed, an important contribution to the theory of the two constructs studied, and which provides opportunities for new research exploring moderating or mediating variables of this relationship.

    Originality / value: This research innovates by adapting and relating two scales - one Likert-type from 0 to 5 points and the other semantic differential scale from 0 to 7 points - already validated, allowing different analyzes depending on the technique used. Furthermore, it relates two constructs – Internal Marketing and Organizational Image – widely explored, but without recent evidence of their relationship.

  • References

Revista Alcance

Revista Alcance is a Brazilian free access journal, published every four months, linked to the Graduate Program in Administration and the Professional Master’s degree in Administration, Internationalization and Logistics Program of the University of Vale do Itajaí – Univali. We seek to publish theoretical-empirical and technological articles in the areas of Business Administration. Different theoretical and methodological perspectives are welcome, as long as they are consistent with and relevant to the development of the area.

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