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Intrinsic Motivation, Digital Enablement and Brand Relationship Quality: Investigation in Higher Education

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Title: Intrinsic Motivation, Digital Enablement and Brand Relationship Quality: Investigation in Higher Education
Language: English
Authors: Urooj Ahm (ORCID 0000-0003-2081-2623), Rukhsar Ahm, Sharizal Hashim, Mahani Binti Mohammad Abdu Shakur
Source: Journal of Applied Research in Higher Education. 2026 18(5):1533-1548.
Availability: Emerald Publishing Limited. Howard House, Wagon Lane, Bingley, West Yorkshire, BD16 1WA, UK. Tel: +44-1274-777700; Fax: +44-1274-785201; e-mail: emerald@emeraldinsight.com; Web site: http://www.emerald.com/insight
Peer Reviewed: Y
Page Count: 16
Publication Date: 2026
Document Type: Journal Articles
Reports - Research
Education Level: Higher Education
Postsecondary Education
Descriptors: Foreign Countries, Higher Education, College Faculty, Professional Autonomy, Employee Attitudes, Employer Employee Relationship, Interprofessional Relationship, Self Motivation, Competence, Marketing, Access to Computers, Technology Integration
Geographic Terms: Pakistan
DOI: 10.1108/JARHE-11-2024-0667
ISSN: 2050-7003
1758-1184
Abstract: Purpose: This study examines the impact of intrinsic motivation elements -- job autonomy, competence and relatedness -- on employee-brand relationship quality (EBRQ) in higher education institutions (HEIs), focusing on the moderating role of digital enablement within the context of digital sustainability. Design/methodology/approach: Data were collected from 399 employees of Pakistani HEIs and analyzed using Smart PLS-SEM 4. The analysis explored the relationships between intrinsic motivation elements, digital enablement and EBRQ. Findings: The findings indicate that while job autonomy does not directly influence EBRQ, competence and relatedness significantly enhance the relationship between employees and their university's brand. Digital enablement significantly moderates these relationships, promoting collaboration, professional growth and alignment of employee attitudes and behaviors with the university's brand concepts, thereby supporting digital sustainability. Research limitations/implications: Future research should consider a broader geographic scope and explore additional intrinsic motivation elements and digital enablement factors. Limitations include the focus on Pakistani HEIs, which may affect generalizability. Practical implications: To strengthen institutional branding, HEIs should invest in digital tools that support intrinsic motivators especially competence and relatedness, thereby creating more engaged and aligned employees in the digital era. Originality/value: This study provides novel insights into how intrinsic motivation and digital enablement interact to shape employee-brand relationships in the higher education sector, offering practical strategies for universities to strengthen their brand and advance digital sustainability.
Abstractor: As Provided
Entry Date: 2026
Accession Number: EJ1507772
Database: ERIC
FullText Text:
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IllustrationInfo
Items – Name: Title
  Label: Title
  Group: Ti
  Data: Intrinsic Motivation, Digital Enablement and Brand Relationship Quality: Investigation in Higher Education
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  Label: Language
  Group: Lang
  Data: English
– Name: Author
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  Data: <searchLink fieldCode="AR" term="%22Urooj+Ahm%22">Urooj Ahm</searchLink> (ORCID <externalLink term="https://orcid.org/0000-0003-2081-2623">0000-0003-2081-2623</externalLink>)<br /><searchLink fieldCode="AR" term="%22Rukhsar+Ahm%22">Rukhsar Ahm</searchLink><br /><searchLink fieldCode="AR" term="%22Sharizal+Hashim%22">Sharizal Hashim</searchLink><br /><searchLink fieldCode="AR" term="%22Mahani+Binti+Mohammad+Abdu+Shakur%22">Mahani Binti Mohammad Abdu Shakur</searchLink>
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  Data: <searchLink fieldCode="SO" term="%22Journal+of+Applied+Research+in+Higher+Education%22"><i>Journal of Applied Research in Higher Education</i></searchLink>. 2026 18(5):1533-1548.
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  Data: Emerald Publishing Limited. Howard House, Wagon Lane, Bingley, West Yorkshire, BD16 1WA, UK. Tel: +44-1274-777700; Fax: +44-1274-785201; e-mail: emerald@emeraldinsight.com; Web site: http://www.emerald.com/insight
– Name: PeerReviewed
  Label: Peer Reviewed
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  Data: Y
– Name: Pages
  Label: Page Count
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  Data: 16
– Name: DatePubCY
  Label: Publication Date
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  Data: 2026
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  Data: Journal Articles<br />Reports - Research
– Name: Audience
  Label: Education Level
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  Data: <searchLink fieldCode="EL" term="%22Higher+Education%22">Higher Education</searchLink><br /><searchLink fieldCode="EL" term="%22Postsecondary+Education%22">Postsecondary Education</searchLink>
– Name: Subject
  Label: Descriptors
  Group: Su
  Data: <searchLink fieldCode="DE" term="%22Foreign+Countries%22">Foreign Countries</searchLink><br /><searchLink fieldCode="DE" term="%22Higher+Education%22">Higher Education</searchLink><br /><searchLink fieldCode="DE" term="%22College+Faculty%22">College Faculty</searchLink><br /><searchLink fieldCode="DE" term="%22Professional+Autonomy%22">Professional Autonomy</searchLink><br /><searchLink fieldCode="DE" term="%22Employee+Attitudes%22">Employee Attitudes</searchLink><br /><searchLink fieldCode="DE" term="%22Employer+Employee+Relationship%22">Employer Employee Relationship</searchLink><br /><searchLink fieldCode="DE" term="%22Interprofessional+Relationship%22">Interprofessional Relationship</searchLink><br /><searchLink fieldCode="DE" term="%22Self+Motivation%22">Self Motivation</searchLink><br /><searchLink fieldCode="DE" term="%22Competence%22">Competence</searchLink><br /><searchLink fieldCode="DE" term="%22Marketing%22">Marketing</searchLink><br /><searchLink fieldCode="DE" term="%22Access+to+Computers%22">Access to Computers</searchLink><br /><searchLink fieldCode="DE" term="%22Technology+Integration%22">Technology Integration</searchLink>
– Name: Subject
  Label: Geographic Terms
  Group: Su
  Data: <searchLink fieldCode="DE" term="%22Pakistan%22">Pakistan</searchLink>
– Name: DOI
  Label: DOI
  Group: ID
  Data: 10.1108/JARHE-11-2024-0667
– Name: ISSN
  Label: ISSN
  Group: ISSN
  Data: 2050-7003<br />1758-1184
– Name: Abstract
  Label: Abstract
  Group: Ab
  Data: Purpose: This study examines the impact of intrinsic motivation elements -- job autonomy, competence and relatedness -- on employee-brand relationship quality (EBRQ) in higher education institutions (HEIs), focusing on the moderating role of digital enablement within the context of digital sustainability. Design/methodology/approach: Data were collected from 399 employees of Pakistani HEIs and analyzed using Smart PLS-SEM 4. The analysis explored the relationships between intrinsic motivation elements, digital enablement and EBRQ. Findings: The findings indicate that while job autonomy does not directly influence EBRQ, competence and relatedness significantly enhance the relationship between employees and their university's brand. Digital enablement significantly moderates these relationships, promoting collaboration, professional growth and alignment of employee attitudes and behaviors with the university's brand concepts, thereby supporting digital sustainability. Research limitations/implications: Future research should consider a broader geographic scope and explore additional intrinsic motivation elements and digital enablement factors. Limitations include the focus on Pakistani HEIs, which may affect generalizability. Practical implications: To strengthen institutional branding, HEIs should invest in digital tools that support intrinsic motivators especially competence and relatedness, thereby creating more engaged and aligned employees in the digital era. Originality/value: This study provides novel insights into how intrinsic motivation and digital enablement interact to shape employee-brand relationships in the higher education sector, offering practical strategies for universities to strengthen their brand and advance digital sustainability.
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  Data: As Provided
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  Label: Entry Date
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  Data: 2026
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  Label: Accession Number
  Group: ID
  Data: EJ1507772
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        Value: 10.1108/JARHE-11-2024-0667
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      – Text: English
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        PageCount: 16
        StartPage: 1533
    Subjects:
      – SubjectFull: Foreign Countries
        Type: general
      – SubjectFull: Higher Education
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      – SubjectFull: College Faculty
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      – SubjectFull: Professional Autonomy
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      – SubjectFull: Employee Attitudes
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      – SubjectFull: Self Motivation
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      – SubjectFull: Competence
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      – SubjectFull: Marketing
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      – SubjectFull: Access to Computers
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      – SubjectFull: Technology Integration
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      – SubjectFull: Pakistan
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      – TitleFull: Intrinsic Motivation, Digital Enablement and Brand Relationship Quality: Investigation in Higher Education
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