Brand-fluence: Brand-Based Leadership in the Public and Private Sector Universities in KPK, Pakistan

Abstract

In today’s changing business world, strong leadership is crucial for companies to overcome obstacles and maintain lasting prosperity. This research delves into the role of brand leadership in influencing how employees behave and shaping the culture within public and private universities in KPK, Pakistan. The study examines the presence and functions of IBM in both sectors while emphasising how brand-focused leadership impacts employee engagement, brand citizenship behaviour (BCB) and organisational results. It also explores how organisational culture and leaders aligning with brand values are essential in these settings. Moreover, it discusses the differences between transformational brand leadership styles and their effects on motivating and aligning employees with the brand. The paper presents findings on how leadership influences behaviours related to brands, stressing the crucial role leaders play in enhancing organisational performance and brand success. Overall, it highlights the importance of brand leadership in fostering a culture centred around the brand and encouraging employee dedication to its values, ultimately contributing to organisational resilience and ongoing success.