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| Author: | King, C. Grace, D. |
| Title: | Building and measuring employee-based brand equity |
| Journal: | European Journal of Marketing
2010 : VOL. 44:7/8, p. 938-971 |
| Index terms: | marketing brands management competitive advantage employees Australia models |
| Freeterms: | brand equity internal brand management |
| Language: | eng |
| Abstract: | The article introduces the model of Employee Based Brand Equity (EBBE) and provides an empirical test of the model, conducted via an online survey of employees in service organizations. The purpose of the paper is to offer ways of managing internal brand building in organizations as well as appreciating the benefits of it. This, in turn, leads to the understanding of measurable employee effects and organizational benefits of internal brand management. |
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