The Role of Faculty in Advancing Institutional Identity

• In Event: Moscone Center North Roundtable Session 9
  In Roundtable Session: Mechanisms Shaping and Reshaping Organizational identities in Higher Education

Abstract

The purpose of this paper is to examine the role of faculty in maintaining/advancing the identity of higher education institutions. Research shows a pattern of separation between the existing mission integration programs and academic mission of small and very small, religiously affiliated colleges and universities. Based on the multilevel analyses, it recommends revisions in the existing approach to mission integration programs to include all of the stakeholders in the process of maintaining institutional identity. The study advances the employee based brand equity model in higher education settings. The emerging model of brand equity highlights the role of employees as those who personify institutional identity and represent it to students and other scholars.

Author

• Katarzyna Grzeszczuk, Felician University