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Employee-Based Brand Equity: A Literature Review and a Way Forward

Employee-Based Brand Equity: A Literature Review and a Way Forward

Bashir Ahmad, Kubilayhan Göç, Xiaohong Yin
Copyright: © 2022 |Pages: 9
ISBN13: 9781668436219|ISBN10: 1668436213|ISBN13 Softcover: 9781668436226|EISBN13: 9781668436233
DOI: 10.4018/978-1-6684-3621-9.ch005
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MLA

Ahmad, Bashir, et al. "Employee-Based Brand Equity: A Literature Review and a Way Forward." Antecedents and Outcomes of Employee-Based Brand Equity, edited by Muhammad Waseem Bari, et al., IGI Global, 2022, pp. 72-80. https://doi.org/10.4018/978-1-6684-3621-9.ch005

APA

Ahmad, B., Göç, K., & Yin, X. (2022). Employee-Based Brand Equity: A Literature Review and a Way Forward. In M. Bari, M. Abrar, & E. Alaverdov (Eds.), Antecedents and Outcomes of Employee-Based Brand Equity (pp. 72-80). IGI Global. https://doi.org/10.4018/978-1-6684-3621-9.ch005

Chicago

Ahmad, Bashir, Kubilayhan Göç, and Xiaohong Yin. "Employee-Based Brand Equity: A Literature Review and a Way Forward." In Antecedents and Outcomes of Employee-Based Brand Equity, edited by Muhammad Waseem Bari, Muhammad Abrar, and Emilia Alaverdov, 72-80. Hershey, PA: IGI Global, 2022. https://doi.org/10.4018/978-1-6684-3621-9.ch005

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Abstract

The notion of employee-based brand equity has gained in popularity during the last two decades. The concept of employee-based brand equity has become a key management and marketing concept because of its role in the branding and brand management process. This perspective reflects two intangible resources such as employees and brand, which are critical for a long-term competitive advantage. This chapter provides an updated literature review on the concept of employee-based brand equity that covers background, significance, objectives, conceptualization, antecedents, and outcomes/benefits of employee brand equity. The past literature is critically reviewed, and a potential research gap is identified for future researchers.

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