Presenting a Model of Antecedents of Employee-based Brand Equity and Employee's Commitment toward Brand in Hotel Industry

Nowadays, the concept of brand equity that seemed difficult to understand, has attracted academics and students. Employee commitment to the brand, is a prerequisite for employee-based brand equity. This study, in terms of functional objectives and data collection, is a descriptive-measurement one. The participants of the study are some selected employees of Isfahan hotels. The sample using Cochran Sampling Formula, based on information obtained from Isfahan Cultural Heritage and the staff of the hotels was 290 people, According to above formula the sample size was determined 184 people. And using simple casual sampling, structural equation modeling is used.
The findings revealed that employee's perceived of the brand importance, knowledge dissemination and brand role clarity have a positive and meaningful effect on the brand employee commitment and also on the employee-based brand equity and there is a positive and significant relationship between brand employee commitment and employee-based brand equity. This research is a novel step in examining the antecedents required for implementing the new approach to employee-based brand equity and brand employee commitment.