Investigating key antecedents and outcomes of employee-based brand equity

Boukis, Achilleas and Christodoulides, George (2020) Investigating key antecedents and outcomes of employee-based brand equity. European Management Review, 17 (1). pp. 41-55. ISSN 1740-4754

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A wealth of research examines firm- or consumer-based brand equity but largely ignores internal stakeholders’ perceptions of the brand asset. The present study focuses on service employees who affect both internal (i.e. other employees) and external (i.e. customers) stakeholders through their interactions. The study draws on cognitive psychology and social identity theory to develop and empirically test an integrated model of antecedents and consequences of employee-based brand equity (EBBE) that distinguishes between a cognitive and an affective route for its development via brand knowledge and brand identification respectively. The research extends the limited work on EBBE by examining how perceptions of employees about their supervisors’ brand leadership behaviors and their supervisors’ focus on their subordinates significantly drive employees’ responses to the internal brand. The proposed model also highlights the significant role of EBBE vis-à-vis two citizenship behaviors, namely brand value dissemination and customer orientation.

Item Type: Article
Schools and Departments: University of Sussex Business School > Strategy and Marketing
Depositing User: Achilleas Boukis
Date Deposited: 12 Jul 2018 09:59
Last Modified: 10 Sep 2020 08:30

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