Employee Brand Relationship Quality in Pakistan Higher Education: The Role of Digital Enablement as the Moderator
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UNIVERSITI MALAYSIA SARAWAK
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Developing a strong and consistent brand image that can be effectively communicated to employees is becoming more important in today's competitive higher education context. Making use of digital enablement opportunities to build employee brand relationships is key. An organization can gain numerous benefits, including a prominent position in the market, from technological advancements. A dearth of studies examining the impact of digital enablement on the development of employee-brand relationships has been identified, with a focus on HEIs. This study investigates the complex interaction among various variables, including communication, training, leadership, job autonomy, competence, and relatedness, and how they influence the quality of Employee Brand Relationships (EBRQ) and the moderating role of digital enablement on these relationships. This study focuses on data collected from 541 participants employed in Pakistan's higher education institutions (HEIs), applies Social Exchange Theory and Self-Determination Theory, uses structured questionnaires and Partial Least Squares Structural Equation Modeling (PLS-SEM) within SmartPLS 4.0 software. The analysis validates the reliability, validity, and distinctiveness of constructs. The findings substantiate significant connections between communication, training, leadership, job autonomy, competence, relatedness, and EBRQ. Digital enablement significantly moderates all these relationships except for job autonomy and relatedness.