Managing Your Brand for Employees: Understanding the Role of Organizational Processes in Cultivating Employee Brand Equity
The purpose of this study was to understand how employee brand equity is cultivated in services. Specifically, a conceptual model, adopted from brand equity literature, was developed and tested to analyze the internal brand building process. To achieve this, a quantitative research methodology, usin...
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| Format: | Article |
| Language: | English |
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MDPI AG
2018-09-01
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| Series: | Administrative Sciences |
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| Online Access: | http://www.mdpi.com/2076-3387/8/3/52 |