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Öğe Employee-based brand equity: a literature review and a way forward(IGI Global, 2022) Ahmad, Bashir; Göç, Kubilayhan; Yin, XiaohongThe notion of employee-based brand equity has gained in popularity during the last two decades. The concept of employee-based brand equity has become a key management and marketing concept because of its role in the branding and brand management process. This perspective reflects two intangible resources such as employees and brand, which are critical for a long-term competitive advantage. This chapter provides an updated literature review on the concept of employee-based brand equity that covers background, significance, objectives, conceptualization, antecedents, and outcomes/benefits of employee brand equity. The past literature is critically reviewed, and a potential research gap is identified for future researchers.
