How All In Are We Really?: An Examination of Eastern Illinois University’s “All In” Branding Campaign’s Impact on Tenured Faculty Members’ Organizational Identification and Commitment

Abstract

Organizations are constantly putting out messages to the world, and many of these external messages speak on behalf of the organization’s internal members. While organizations often thoroughly examine whether these messages have the intended effect on target audiences, current research lacks answers to how internal members perceive and are impacted by these messages. To gain greater insight into the relationship between an organization’s external messages and the impact those messages have on internal members, this thesis examines Eastern Illinois University’s “All In” branding campaign and its perceived effect on tenured faculty members’ organizational identification and commitment. Ten tenured-faculty members were interviewed about their lived experience with the branding campaign. Analysis revealed three themes regarding organizational identification and two themes regarding organizational commitment. Theoretical and practical implications for organizational communication research are discussed, and recommendations for future research are presented.

Date of Award	2020
Original language	American English
Awarding Institution	Eastern Illinois University
Supervisor	Matthew J. Gill (Supervisor)