Investigating Key Antecedents and Outcomes of EBBE.pdf (444.77 kB)
Investigating key antecedents and outcomes of employee-based brand equity
journal contribution
posted on 2023-06-09, 14:08 authored by Achilleas Boukis, George ChristodoulidesA 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.
History
Publication status
- Published
File Version
- Accepted version
Journal
European Management ReviewISSN
1740-4754Publisher
WileyExternal DOI
Issue
1Volume
17Page range
41-55Department affiliated with
- Strategy and Marketing Publications
Full text available
- Yes
Peer reviewed?
- Yes
Legacy Posted Date
2018-07-12First Open Access (FOA) Date
2020-09-06First Compliant Deposit (FCD) Date
2018-07-12Usage metrics
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