Corpus ID: 45878912

au Building and Measuring Employee-Based Brand Equity

@inproceedings{2017auBA,
  title={au Building and Measuring Employee-Based Brand Equity},
  author={},
  year={2017}
}
  • Published 2017
Purpose: This paper presents the first known empirically-tested model of Employee Based Brand Equity (EBBE). In doing so, it provides insight into not only how organisations can effectively manage the internal brand building process but, more importantly, appreciate the subsequent employee effects and organisational benefits. Methodology/Approach: Data were collected via an online survey of 371 employees that work in service organisations, sourced from a market research database list. Findings… Expand

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