Managing Your Brand for Employees: Understanding the Role of Organizational Processes in Cultivating Employee Brand Equity

Basit Öğe Kaydı
dc.WoS.categoriesManagementen_US
dc.contributor.authorErkmen, Ezgi
dc.date.accessioned2020-06-16T09:57:55Z
dc.date.available2020-06-16T09:57:55Z
dc.date.issued2018-09
dc.description.abstractThe purpose of this study was to understand how employee brand equity is cultivated in services. Specifically, a conceptual model, adopted from brand equity literature, was developed and tested to analyze the internal brand building process. To achieve this, a quantitative research methodology, using structural equation modeling, was used to understand the role of brand building mechanisms, namely the internal communication, external communication, and employee experience with the brand, in building employee brand equity. As a part of the service industry, data were collected from hotel employees who have direct contact with customers. The findings evidenced the distinguished role of each mechanism to build employee brand equity. That is, while internal communication enhances brand knowledge and role clarity, external communication and employee experience with the brand positively affect the brand commitment of employees. Therefore, as being the first study adopting customer service brand equity to employee context, this research confirmed the effect of brand building mechanisms on employee brand equity. In addition, the study proposes practical implications for organizations to design a balanced branding approach both internally and externally through the means of communication.en_US
dc.fullTextLevelFull Texten_US
dc.identifier.doi10.3390/admsci8030052en_US
dc.identifier.issn2076-3387
dc.identifier.scopus2-s2.0-85071307800en_US
dc.identifier.urihttps://hdl.handle.net/11411/2231
dc.identifier.urihttps://doi.org/10.3390/admsci8030052
dc.identifier.wosWOS:000445758000030en_US
dc.identifier.wosqualityQ2en_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakScopusen_US
dc.issue2en_US
dc.language.isoenen_US
dc.nationalInternationalen_US
dc.numberofauthors1en_US
dc.publisherMDPIen_US
dc.relation.ispartofADMINISTRATIVE SCIENCESen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subjectbrand managementen_US
dc.subjectbrand communicationen_US
dc.subjectbrand experienceen_US
dc.subjectemployee brand equityen_US
dc.titleManaging Your Brand for Employees: Understanding the Role of Organizational Processes in Cultivating Employee Brand Equityen_US
dc.typeArticleen_US
dc.volume8en_US

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