Employee-Based Brand Equity and Competitive Advantage

Abstract

Employee-based brand equity (EBBE) is a term that has recently emerged in the business world. Many organizations are placing a strong emphasis on the development of their personnel to efficiently deliver brand promises and acquire a competitive advantage over their competitors. Therefore, this chapter examines the EBBE from various perspectives to improve the firms' competitive advantages and long-term profitability. As a result, prior literature identified some critical factors as the dimensions of the EBBE, such as the employee brand knowledge effects, internal brand management, and benefits of EBBE that help the organizations in increasing their competitive advantages to sustain their businesses in competitive markets. Similarly, some critical factors help the firms in improving their employee's satisfaction. Thus, organizations should concentrate their efforts and resources on developing internal brand strategies (EBBE) in order to boost their external branding strategies (CBBE). As a result, they can develop sustainable competitive advantages in order to flourish in markets.

Examining the interplay of employee brand love, affective commitment, positive word of mouth, and turnover intention

“…Second, the empirical findings revealed a noteworthy and positively significant correlation between EBL and PWOM. This outcome closely echoes prior research endeavors (Jung & Kim, 2021;Mittal et al, 2022;Safeer & Khuhro, 2022). This finding suggests that an upsurge in EBL could potentially lead to an augmentation in PWOM within service sector organizations.…”