• Corpus ID: 45878912

au Building and Measuring Employee-Based Brand Equity

  title={au Building and Measuring Employee-Based Brand Equity},
  • Published 2017
  • Business
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… 



Exploring the role of employees in the delivery of the brand: a case study approach

Purpose – Employees are now viewed as playing a crucial role in brand management as they facilitate the interface between the organization and the market. This study, therefore, seeks to examine the

Building corporate branding through internal marketing: the case of the UK retail bank industry

Purpose – Starting from the premise that there are critical issues that should drive brand success, this study seeks to investigate the way the UK retail banking industry has sought to build and

Internal brand factors driving successful financial services brands

Purpose – Having a successful brand that is integrated and coherent can provide a sustainable competitive advantage. The aim of this paper is to identify internal factors contributing to financial

Focus group exploration of firm‐employee relationship strength

Purpose – The purpose is to present the results of exploratory research which analysed firm‐employee relationship strength from the employee perspective. Three main research questions were explored:

The role of employee relationship proneness in creating employee loyalty

Purpose – The paper aims to investigate the impact of employee relationship proneness (RP) on the three different types of attitudinal loyalty (affective, calculative, and normative commitment (NC))

"Consumer-Based Brand Equity: Improving the Measurement - Empirical Evidence"

Purpose: The present research aims to improve the measurement of consumer-based brand equity. Current measurement of consumer-based brand equity suffers from limitations, including: a lack of

Internal branding: Exploring the employee's perspective

The creation of a strong brand and the deliverance of perceived service quality are premised by employees' ability to deliver on customer expectations. No consideration has been given, however, to

Identifying the determinants of internal marketing orientation

Internal marketing orientation is an area within the broader market orientation that remains relatively under‐researched. Utilising the internal marketing orientation (IMO) scale developed by Foreman

Measuring Internal Market Orientation

Internal marketing has been discussed in the management and academic literature for more than three decades, yet it remains ill defined and poorly operationalized. This article responds to calls to