Unravelling the employee-based brand equity formation process

Kalliopi C. Chatzipanagiotou; George Christodoulides; Spiros Gounaris; Achilleas Boukis

Unravelling the employee-based brand equity formation process

Kalliopi C. Chatzipanagiotou, George Christodoulides, Spiros Gounaris, Achilleas Boukis

Marketing

Research output: Contribution to conference › Paper › peer-review

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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.

Original language	English
Number of pages	4
Publication status	Published - 19 May 2023
Event	48th Academy of Marketing Science (AMS) Annual Conference 2023 - Hilton New Orleans Riverside, New Orleans, United States Duration: 17 May 2023 → 19 May 2023 Conference number: 48th https://www.ams-web.org/event/2023AC

Conference

Conference	48th Academy of Marketing Science (AMS) Annual Conference 2023
Abbreviated title	AMS-AC-2023
Country/Territory	United States
City	New Orleans
Period	17/05/23 → 19/05/23
Internet address	https://www.ams-web.org/event/2023AC

Keywords

brand equity
employee based brand equity
branding theory

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Chatzipanagiotou-etal-AMS-2023-Unravelling-the-employee-based-brand-equityAccepted author manuscript, 304 KBLicence: Strath_1

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title = "Unravelling the employee-based brand equity formation process",

abstract = "The literature concerning brand equity is dense, especially from the firm{\textquoteright}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.",

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T1 - Unravelling the employee-based brand equity formation process

AU - Chatzipanagiotou, Kalliopi C.

AU - Christodoulides, George

AU - Gounaris, Spiros

AU - Boukis, Achilleas

N1 - Conference code: 48th

PY - 2023/5/19

Y1 - 2023/5/19

N2 - 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.

AB - 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.

KW - brand equity

KW - employee based brand equity

KW - branding theory

M3 - Paper

T2 - 48th Academy of Marketing Science (AMS) Annual Conference 2023

Y2 - 17 May 2023 through 19 May 2023

ER -

Unravelling the employee-based brand equity formation process

Abstract

Conference

Keywords

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