Is referred to employees' internalization of an organization's fundamental values, as seen by brand image, brand loyalty, and brand value congruence.
Published in Chapter:
Knowledge-Hiding Behaviors and Employee-Based Brand Equity
Shahnawaz Saqib (Khwaja Fareed University of Engineering and Information Technology, Rahim Yar Khan, Pakistan), Azha Rubab (Government College University, Faisalabad, Pakistan), and Chatchai Pitsaphol (Institiute of Social Technology, Suranaree University of Technology, Thailand)
Copyright: © 2022
|Pages: 9
DOI: 10.4018/978-1-6684-3621-9.ch006
Abstract
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.