Employee brand equity: Scale development and validation

Abstract

This article builds on the internal brand management (IBM) literature through the conceptualisation and operationalisation of the ' employee brand equity ' construct in order to assess the effectiveness of IBM activities. The aim of the article is to develop and validate an employee brand equity (EBE) scale. The study includes a four-phase process, with four data collections using a total of 752 respondents. The data analyses indicate that the resulting 11-item (3-factor) EBE scale has face, content, convergent and discriminant validity and is reliable across the samples. The EBE scale is a multidimensional, yet parsimonious scale; it has the potential for significant use in the development and testing of the IBM theory by academics, as well as being a key performance measure for practitioners seeking greater accountability.