It is an emotional association of employees with the brand that regulates their behaviors and attitudes towards the achievements of organizational goals.
Published in Chapter:
Employee-Based Brand Equity and Factors of Employee-Brand Association
Copyright: © 2022
|Pages: 15
DOI: 10.4018/978-1-6684-3621-9.ch001
Abstract
Employee-based brand equity (EBBE) is a gauge for an organization's brand equity as employees provide valued brands to external customers through their skills, knowledge, attitudes, and behaviors. Employees are equally important in brand-based equity as their consistent behavior and positive attitudes support the brand requirements and customer brand perception. EBBE is vital for any organization's long-term survival. Therefore, it is important to unfold the factors that influence employees' behaviors in building brand association. In this chapter, the authors enlisted several factors that could possibly boost employees' involvement in making the organization's products successful and building a positive brand image. Brand-related information generation, knowledge dissemination, human factor, openness, role clarity, brand commitment and knowledge, brand orientation, brand quality, brand experience, brand awareness and image, brand association, and brand loyalty are those key factors that can fortify EBBE. Organizations can upsurge their profitability graph by investing in these factors.