The Impact of Training and Digital Enablement on Employee Competence and Brand Relationship Quality in Higher Education Institutions

This research examines the impact of training and digital enablement on employee competence and its subsequent effect on employee brand relationship quality within higher education institutions in Pakistan. Utilizing a sample of 541 employees, Smart PLS was employed to test the conceptual framework. Findings reveal that both training and digital enablement significantly enhance employee competence. Furthermore, improved competence positively influences employee brand relationship quality, highlighting the critical role of competence in fostering strong employee-brand connections. These results underscore the importance of investing in comprehensive training programs and digital tools to enhance employee skills and performance. This study contributes to the literature by integrating training and digital enablement as key factors in developing employee competence, which, in turn, strengthens their relationship with the institutional brand. The research provides actionable insights for higher education administrators aiming to boost organizational resilience and employee engagement through targeted training and digital strategies. The acceptance of all hypotheses confirms the robustness of the proposed model, emphasizing the strategic importance of continuous employee development in sustaining competitive advantage and fostering brand loyalty in the educational sector.