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Employee-Based Brand Equity and Competitive Advantage

Publication Date Jun 17, 2022

Abstract

Employee-based brand equity (EBBE) is a term that has recently emerged in the business world. Many organizations are placing a strong emphasis on the development of their personnel to efficiently deliver brand promises and acquire a competitive advantage over their competitors. Therefore, this chapter examines the EBBE from various perspectives to improve the firms' competitive advantages and long-term profitability. As a result, prior literature identified some critical factors as the dimensions of the EBBE, such as the employee brand knowledge effects, internal brand management, and benefits of EBBE that help the organizations in increasing their competitive advantages to sustain their businesses in competitive markets. Similarly, some critical factors help the firms in improving their employee's satisfaction. Thus, organizations should concentrate their efforts and resources on developing internal brand strategies (EBBE) in order to boost their external branding strategies (CBBE). As a result, they can develop sustainable competitive advantages in order to flourish in markets.

Concepts

Employee-based Brand Equity Competitive Advantages Internal Brand Management Internal Brand Long-term Profitability Brand Management Business World Employee's Satisfaction Critical Factors Competitive Profitability

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No potential conflict of interest was reported by the authors. The conception and design of the study, acquisition of data, analysis and interpretatio...

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