Unravelling the employee-based brand equity formation process

Chatzipanagiotou, Kalliopi C. and Christodoulides, George and Gounaris, Spiros and Boukis, Achilleas (2023) Unravelling the employee-based brand equity formation process. In: 48th Academy of Marketing Science (AMS) Annual Conference 2023, 2023-05-17 - 2023-05-19, Hilton New Orleans Riverside. (In Press)

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Abstract

The literature concerning brand equity is dense, especially from the firm’s and consumers' perspectives. Although recent studies demonstrate the vital contribution of employees to brand success, much is still unknown regarding their role in the brand equity development process. Therefore, this study aims to shed new light by proposing and empirically documenting an integrated model of the Employee-Based Brand Equity (EBBE) formation process. The study uses complexity theory and fuzzy set qualitative comparative analysis (fsQCA) in conceptualizing EBBE as a complex and dynamic causal process. The findings confirm the operationalization of the process providing significant theoretical and managerial implications as well as directions for future research.

ORCID iDs

Chatzipanagiotou, Kalliopi C., Christodoulides, George, Gounaris, Spiros ORCID logoORCID: https://orcid.org/0000-0002-1328-8512 and Boukis, Achilleas;
  • Item type:Conference or Workshop Item(Paper)
    ID code:83772
    Dates:
    Date
    Event
    6 January 2023
    Published
    6 January 2023
    Accepted
    Keywords:brand equity, employee based brand equity, branding theory, Marketing. Distribution of products, Marketing
    Subjects:Social Sciences > Commerce > Marketing. Distribution of products
    Department:Strathclyde Business School > Marketing
    Depositing user: Pure Administrator
    Date deposited:19 Jan 2023 16:51
    Last modified:19 Jan 2023 16:51
    URI:https://strathprints.strath.ac.uk/id/eprint/83772
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