Investigation of Antecedents and Outcomes of Employee Based Brand Equity in Services Sector of Pakistan

Abstract

There is twofold purpose of the research; one is to empirically test the employee based brand equity (EBBE) model by integrating the major practices which include internal brand management, internal relationship marketing and internal marketing practices. It provides great insight for organization how to manage employees effectively with consideration to internal brand building. Secondly this model presents more appropriate and comprehensive way to determine organizational benefits. The cross-sectional study design with development of survey questionnaire to collect the data. The data was collected from CSR department of Telecommunication companies. The results shows strong support for the model and all the hypothesis were in support except the partial mediation of one hypothesis. This means the validation of model used for this research. The study contains both theoretical and managerial implications which contribute towards its soundness. Theoretically this study provides a more comprehensive and integrated view of EBBE and its benefits. Along with this also enriches the literature in this area of marketing. This study models the maximum practices of EBBE under one umbrella. Looking towards its managerial implications it provides help the management to analyse and understand the factors that influence the employee. This also provides a wider picture of benefits that are result of successful implementation of this model. On the basis of this model the management can make decisions and take initiatives to the employee’s perception towards the branding and their positive impact in brand building. This research makes following important contributions; strengthen the EBBE literature; secondly provides more comprehensive view of EBBE; thirdly this analysis is made in services sector of developing country context; fourth incorporate the employee’s perceptions towards the brand building efforts and how organizations can deal with it.