Employee Based Brand Equity: Building Brand Value for Employees through Internal Branding
The purpose of this study is to examine the role of internal branding in explaining employees brand equity in service industry. A conceptual model, which incorporates the internal branding mechanisms, namely the human resources, leadership, and internal communication, is proposed to understand their...
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| Format: | Article |
| Language: | English |
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Selcuk University Press
2018-11-01
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| Series: | Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi |
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| Online Access: | https://dergipark.org.tr/tr/download/article-file/565656 |
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| _version_ | 1841562029923500032 |
|---|---|
| author | Ezgi Erkmen |
| author_facet | Ezgi Erkmen |
| author_sort | Ezgi Erkmen |
| collection | DOAJ |
| description | The purpose of this study is to examine the role of
internal branding in explaining employees brand equity in service industry. A
conceptual model, which incorporates the internal branding mechanisms, namely
the human resources, leadership, and internal communication, is proposed to
understand their effect on employee based brand equity. A quantitative research
methodology, using structural equation modeling, was adopted to understand the
role of internal branding in creating brand equity for employees. Data were
collected from the customer contact employees in hotel and restaurant industry.
The findings supported the sequential link for: internal branding – brand
awareness – brand image and perceived quality – brand commitment. Even only
internal communication and leadership were found to significantly affect brand awareness;
this brand knowledge was then positively influenced the brand image and
perceived brand quality of employees. Moreover, the results found that as
employees have a more positive perception of brand image and quality, they are
more likely to be committed to the company brand. Therefore, this study
confirmed the importance of internal branding to increase employee brand
equity, which in turn, translates into a strong brand for customers. In
addition, this research is one of the limited studies adopting an employee
perspective for brand equity as well as studying the role of internal branding
mechanisms in building that brand equity. |
| format | Article |
| id | doaj-art-ba118a0488164af9a7b048643c74c76b |
| institution | Kabale University |
| issn | 2564-7458 |
| language | English |
| publishDate | 2018-11-01 |
| publisher | Selcuk University Press |
| record_format | Article |
| series | Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi |
| spelling | doaj-art-ba118a0488164af9a7b048643c74c76b2025-01-03T01:16:46ZengSelcuk University PressSelçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi2564-74582018-11-0121218620010.29249/selcuksbmyd.432146154Employee Based Brand Equity: Building Brand Value for Employees through Internal BrandingEzgi Erkmen0İSTANBUL BİLGİ ÜNİVERSİTESİThe purpose of this study is to examine the role of internal branding in explaining employees brand equity in service industry. A conceptual model, which incorporates the internal branding mechanisms, namely the human resources, leadership, and internal communication, is proposed to understand their effect on employee based brand equity. A quantitative research methodology, using structural equation modeling, was adopted to understand the role of internal branding in creating brand equity for employees. Data were collected from the customer contact employees in hotel and restaurant industry. The findings supported the sequential link for: internal branding – brand awareness – brand image and perceived quality – brand commitment. Even only internal communication and leadership were found to significantly affect brand awareness; this brand knowledge was then positively influenced the brand image and perceived brand quality of employees. Moreover, the results found that as employees have a more positive perception of brand image and quality, they are more likely to be committed to the company brand. Therefore, this study confirmed the importance of internal branding to increase employee brand equity, which in turn, translates into a strong brand for customers. In addition, this research is one of the limited studies adopting an employee perspective for brand equity as well as studying the role of internal branding mechanisms in building that brand equity.https://dergipark.org.tr/tr/download/article-file/565656i̇çsel markalamamarka değerihizmet markalamasıinternal brandingbrand equityservice branding |
| spellingShingle | Ezgi Erkmen Employee Based Brand Equity: Building Brand Value for Employees through Internal Branding Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi i̇çsel markalama marka değeri hizmet markalaması internal branding brand equity service branding |
| title | Employee Based Brand Equity: Building Brand Value for Employees through Internal Branding |
| title_full | Employee Based Brand Equity: Building Brand Value for Employees through Internal Branding |
| title_fullStr | Employee Based Brand Equity: Building Brand Value for Employees through Internal Branding |
| title_full_unstemmed | Employee Based Brand Equity: Building Brand Value for Employees through Internal Branding |
| title_short | Employee Based Brand Equity: Building Brand Value for Employees through Internal Branding |
| title_sort | employee based brand equity building brand value for employees through internal branding |
| topic | i̇çsel markalama marka değeri hizmet markalaması internal branding brand equity service branding |
| url | https://dergipark.org.tr/tr/download/article-file/565656 |
| work_keys_str_mv | AT ezgierkmen employeebasedbrandequitybuildingbrandvalueforemployeesthroughinternalbranding |