Creation of Brand Value from the Employee’s Perspective:

Abstract

This study examines the effectiveness of the employee-based brand equity model in supporting the creation of brand value from an internal organizational perspective. Based on previous research, employee-based brand equity was defined as (1) internal brand management capabilities, (2) the effect of employees’ brand knowledge, and (3) the self-reinforcing effect of employee brand equity. A survey was conducted among 300 full-time employees of various companies. Using the evaluation of the company’s brand strength as the dependent variable, multiple regression analysis was performed with two factors, “brand ambassadors” and “brand-centric organizational design,” derived from principal component analysis as independent variables. The results revealed a positive impact on the evaluation of the company’s brand strength, allowing for a quantitative verification and update of the effective model structure.

Keywords

• brand
• brand equity
• internal brand management