Employee Based Brand Equity: A Third Perspective

Building and Measuring Employee-Based Brand Equity

Purpose: This paper presents the first known empirically-tested model of Employee Based Brand Equity (EBBE). In doing so, it provides insight into not only how organisations can effectively manage the internal brand building process but, more importantly, appreciate the subsequent employee effects and organisational benefits. Methodology/Approach: Data were collected via an online survey of 371...

Measuring brand association strength: a consumer based brand equity approach

Purpose – To date, the brand equity literature has been limited by a gap in the measurement of a key driver of Consumer Based Brand Equity (CBBE). We address this gap by developing a new, consumer-based measure of brand association strength, a critical element of CBBE. Design/Methodology/Approach – This paper, based on cognitive psychology, takes a recently developed brand mapping approach and ...

Factors influencing mobile services adoption: A brand-equity perspective

The purpose of this study is to develop and validate empirically a research model that depicts the relationships between the identified key value proposition attributes of mobile value-added services and the core factors of brand equity. Survey data collected from 497 mobile value-added service consumers were examined using structural equation modeling to validate the research model. The result...

Brand Equity, Brand Loyalty and Consumer Satisfaction

This study aims to investigate the mediating effects of consumer satisfaction on the relationship between consumer-based brand equity and brand loyalty in the hotel and restaurant industry. Based on a sample of 378 customers and using structural equation modelling approach, the five dimensions of brand equity—physical quality, staff behaviour, ideal selfcongruence, brand identification and life...

Literature Review: Brand Equity