Internal corporate social responsibility and university brand legitimacy: an employee perspective in the higher education sector in Tanzania

Abstract

PurposeThe purpose of this study is to examine the influence of internal corporate social responsibility (CSR) towards university brand legitimacy (UBRL) with the mediation effect of university brand perceived ethicality in the higher education sector in Tanzania.Design/methodology/approachThe study collected data from 399 employees of two universities through a cross-sectional survey research design. The data were analyzed using structural equation modelling.FindingsThe findings of this study suggest that internal CSR influences UBRL when mediated with university brand perceived ethicality.Research limitations/implicationsA cross-sectional survey research involving self-administered questionnaire was used. Therefore, the generalization of the findings should be made with caution.Practical implicationsHigher education institutions should invest in ethical management practices that consider internal CSR to ensure employees as legitimacy-granting constituents motivated to grant legitimacy to the university brand.Originality/valueThis study is among initial endeavors to examine internal CSR as a driver of UBRL in the higher education domain context.