Key antecedents and outcomes of employee-based brand equity

Boukis, Achilleas and Christodoulides, George (2015) Key antecedents and outcomes of employee-based brand equity. In: 2015 Academy of Marketing Science Annual Conference, Tuesday, May 12 – Thursday, May 14, Denver, Colorado.

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Despite the large amount of research on consumer-based and firm-based brand equity, little is still known about other stakeholders’ perceptions of the brand asset (Christodoulides and de Chernatony, 2010). This study focuses on employees who are often shapers of brand identities by being able to influence both internal (e.g. other employees) as well as external stakeholders (e.g. customers). More specifically, this paper contributes to the internal branding literature by developing and testing a model of antecedents and consequences of employee’s responses to branding (measured by proxy of brand knowledge, employee-based brand equity (EBBE) and brand identification). The research identifies organisational context specific variables (i.e. internal market orientation and manger’s brand leadership) as significant antecedents of employee’s responses to the employer brand. It also demonstrates the importance of employee’s responses to the employer brand with regards to two extra-role behaviors: customer orientation and brand value dissemination. The proposed model highlights the significant role of EBBE in customer orientation and brand value dissemination while it indicates differential behaviors for cognitive versus affective paths of internal branding.

Item Type: Conference or Workshop Item (Paper)
Schools and Departments: University of Sussex Business School > Business and Management
Depositing User: Achilleas Boukis
Date Deposited: 20 Jan 2016 08:40
Last Modified: 20 Jan 2016 08:40
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