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Measuring internal brand equity in B2B service industries in Iran

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Resumo:In the business-to-business sector, employees are playing a pivotal role in the success of corporate brands. Thus, measuring the internal brand equity in service industries can significantly highlight the potential role of the workforce in internal and external brand performance. To this end, 105 service firms were examined and empirical data was provided by a sample of 533 industrial workers and 208 managers, which was then analyzed. The main conclusions of this research lead us to confirm the positive relationship between determinants of internal brand equity and its influence on building strong internal and external brand equity. Conclusions are drawn for management practice and future research.
Autores principais:Tabar, Sara Moghaddam
Outros Autores:Karami, Naser; Ilbeigi, Faraz
Assunto:Internal brand equity brand orientation B2B industries external brand equity
Ano:2018
País:Portugal
Tipo de documento:artigo
Tipo de acesso:acesso aberto
Instituição associada:Universidade de Lisboa
Idioma:inglês
Origem:Repositório da Universidade de Lisboa

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