Employee based brand equity: A third perspective
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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.
Services Marketing Quarterly
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.