The Power Of Transformational Leadership In Shaping Employee-Based Brand Equity: A Case Study Of Vietnamese Universities

Abstract

This study focuses on evaluating the impact of transformational leadership on the development of employee-based brand equity through the formation of role clarity and the promotion of brand commitment among university staff. The research targets personnel in universities in Vietnam, a sector where human resources play a crucial role in shaping the institution's brand. Based on structural equation modeling, the findings confirm that transformational leadership not only has a direct impact on employee-based brand equity but also influences it through role clarity and brand commitment. When employees clearly understand their roles and are committed to the brand’s values, they are more likely to actively participate in activities that enhance the organization’s image. This study offers recommendations for universities on implementing transformational leadership strategies, ensuring role transparency, and strengthening internal brand awareness to increase faculty and staff engagement and contribute to the sustainable development of educational branding.