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Investigating key antecedents and outcomes of employee-based brand equity

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journal contribution
posted on 2023-06-09, 14:08 authored by Achilleas Boukis, George Christodoulides
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.

History

Publication status

  • Published

File Version

  • Accepted version

Journal

European Management Review

ISSN

1740-4754

Publisher

Wiley

Issue

1

Volume

17

Page range

41-55

Department affiliated with

  • Strategy and Marketing Publications

Full text available

  • Yes

Peer reviewed?

  • Yes

Legacy Posted Date

2018-07-12

First Open Access (FOA) Date

2020-09-06

First Compliant Deposit (FCD) Date

2018-07-12

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