Employee-Based Brand Equity

Publication Date Jun 17, 2022


The notion of employee-based brand equity has gained in popularity during the last two decades. The concept of employee-based brand equity has become a key management and marketing concept because of its role in the branding and brand management process. This perspective reflects two intangible resources such as employees and brand, which are critical for a long-term competitive advantage. This chapter provides an updated literature review on the concept of employee-based brand equity that covers background, significance, objectives, conceptualization, antecedents, and outcomes/benefits of employee brand equity. The past literature is critically reviewed, and a potential research gap is identified for future researchers.


Employee-based Brand Equity Concept Of Brand Equity Brand Management Process Potential Research Gap Concept Of Equity Updated Literature Review Intangible Resources Brand Equity Brand Management Key Management

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