Abstract
Employee-brand value congruence plays a significant role in transforming service employees into brand ambassadors. However, most studies examining this construct have utilized reflective measures that only render overall congruence levels. Considering the multi-facet nature of brand values, we advance a Multiple Indicators Multiple Causes model (MIMIC model) that assesses both the overall level of value congruence and the contribution of specific brand values that drive the congruence perception. Through two empirical studies, the findings strongly support the validity of this approach and demonstrate how to identify specific brand values that resonate with employees to design effective internal branding programs.
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