🌟 Congratulations to our Authors! 🎉 We are thrilled to celebrate the success of our authors for their latest publication in the British Journal of Management (BJM), British Academy of Management. The paper is titled: "Managing Brand Assets Internally: Turning Employees Into an Integral Source of Brand Equity" 🌍 Authors: 🎉Congratulation to Kalliopi Chatzipanagiotou - University of Glasgow Adam Smith Business School, University of Glasgow! 🎉Congratulation to George Christodoulides - American University of Sharjah! 🎉Congratulation to Spiros Gounaris - University of Strathclyde Business School! 🎉Congratulation to Dr Afroditi Dalakoura - Glasgow Caledonian University! 🎉Congratulation to Achilleas Boukis - University of Birmingham! What’s fascinating? 🤔 🌟 The brand is often the most prized asset a company owns. While this intangible asset may be examined from different stakeholders’ perspectives, most research on brand equity has focused primarily on customers and the firm, thus often neglecting the importance of employees. 🌟 This research draws on three studies to advance a dynamic model, which appreciates the complexity of employee-based brand equity (EBBE) by focusing on its development process and outcomes. 🌟 Study 1, based on 21 interviews with employees and the pertinent literature, proposes that EBBE consists of four sequential and interdependent blocks: brand-building, brand assimilation, brand affinity and brand enactment. 🌟 Study 2 uses survey data from 420 employees and leverages the advantages of fuzzy set qualitative comparative analysis to support the EBBE development model and its propositions, demonstrating its effects on key outcomes such as employee performance and customer feedback. 🌟 Finally, Study 3 validates the EBBE model and its dynamic nature on a new sample of US employees and resampled datasets based on employment duration to validate its structural power, dynamic nature and explanatory capacity. 🌟 This is the first research to examine EBBE as a complex, dynamic process, shedding light on its development and guiding organizations in managing brands by emphasizing employees as key stakeholders. #BrandAssets #BrandEquity Read more and cite the paper: https://lnkd.in/eNHbe386
