Employee based brand equity: A third perspective

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Title Employee based brand equity: A third perspective
Author King, Ceridwyn; Grace, Debra Ann
Journal Name Services Marketing Quarterly
Year Published 2009
Place of publication United States
Publisher Routledge
Abstract Despite academics and practitioners alike promoting the positive outcomes of employees being aware of the organization's brand in the context of their work environment, there appears to be no evidence thus far to understand the impact of such brand building efforts from an employee perspective. This paper promotes that there is, in fact, a third perspective of brand equity, that being Employee Based Brand Equity (EBBE). In particular, a framework of EBBE dimensions is developed herein, thus representing a significant contribution to the marketing literature and holding strong relevance for service organizations around the globe. The benefits derived from such a framework and, thereby, delivering value to the organization are manifested in brand citizenship behaviors, employee satisfaction and intention to stay with the organization, as well as positive employee word of mouth. This paper sets the scene for future research within this important, but neglected, research domain.
Peer Reviewed Yes
Published Yes
Alternative URI http://dx.doi.org/10.1080/15332960802619082
Copyright Statement Copyright 2009 Routledge. This is the author-manuscript version of this paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal website for access to the definitive, published version.
Volume 30
Issue Number 2
Page from 122
Page to 147
ISSN 1533-2969
Date Accessioned 2009-06-16
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject PRE2009-Marketing and Market Research
URI http://hdl.handle.net/10072/28364
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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