A Model of Antecedents and Consequences of Employee-based Brand Equity

The aim of this study was to investigate the factors affecting the employee-based brand equity and also its consequences. This research tried to present and test a model of the antecedents and consequences of employee-based brand equity. The present study is an applied research in terms of purpose and descriptive and correlational research in terms of method. The statistical population of the study included the employees of Bank Saderat in Isfahan, a sample of which was selected included 340 people. Research data were collected through a questionnaire and analyzed using structural equation modeling with partial least squares approach. The research findings confirmed the positive and significant effect of internal market orientation, brand knowledge and brand identification on the employee-based brand equity. Also, the effect of employee-based brand equity on brand citizenship behavior, employee satisfaction, intention to stay in the organization and positive employees` word-of-mouth were confirmed. Considering the effect of employee-based brand equity on employees' attitudes and behaviors, in order to promote employee-based brand equity within the organization, it is possible to develop and strengthen its antecedents including internal market orientation, brand knowledge and brand identification.