Knowledge-Hiding Behaviors and Employee-Based Brand Equity

Publication Date Jun 17, 2022


This chapter begins with the simple operative definition of brand equity, previously studied in the context of consumers only, and then extends the notion to employee-based brand equity. This reading suggests that once marketers were challenged to build positive brand equity amongst their customer base to gain a competitive advantage. In contrast, the dynamic world has triggered researchers toward other aspects to gain competitive advantage, such as employee-based brand equity (EBBE), because human capital can add value to the organizations. The second part of this chapter illustrates the role of knowledge hiding as a phenomenon in shattering the EBBE. The debate concludes by providing a framework and recommending that future researchers explore the EBBE due to knowledge hiding practices.


Employee-based Brand Equity Brand Equity Dynamic World Human Capital Positive Equity Simple Definition Positive Brand Equity Employee-based Brand Positive Brand Customer Base

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