The challenges of the faculty members' commitment: The role of university brand. (14th April 2019)

• Record Type: Journal Article
• Authors: Sheikh, Alireza; Aghaz, Asal
• Is Part Of: Higher education quarterly. Volume 73:Number 3(2019)
• Page Start: 312
• Page End: 327
• Publication Date: 2019-04-14
• Subjects: Education, Higher -- Great Britain -- Periodicals; Higher education and state -- Great Britain -- Periodicals; 378
• DOI: 10.1111/hequ.12207
• Languages: English
• ISSNs: 0951-5224

Abstract

Abstract: Commitment in the knowledge‐intensive sectors has today become a key organisational dilemma as well as a serious managerial concern. In the university setting, faculty members' commitment to various stakeholder bases and the subsequent implications have hitherto been studied only to a limited extent. Through a quantitative survey, this paper studies university professors' various modes of commitment and investigates the role of university brand in the context of Iranian universities. The findings reveal that university professors with higher level of professional commitment tend to be more organisationally committed. Furthermore, it is shown that university brand can increase the impact of professional commitment on organisational commitment.