MEASURING INTERNAL BRAND EQUITY IN B2B SERVICE INDUSTRIES IN IRAN

Sara Moghaddam Tabar, Naser Karami and Faraz Ilbeigi
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Sara Moghaddam Tabar: School of Management, Sharif University of Technology - International Campus, Iran
Naser Karami: School of Management, Sharif University of Technology - International Campus, Iran
Faraz Ilbeigi: School of Management, Sharif University of Technology - International Campus, Iran

Portuguese Journal of Management Studies, 2018, vol. 23, issue 1, 3-24

Abstract: 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. Classification- JEL:

Keywords: Internal brand equity; brand orientation; B2B industries; external brand equity. (search for similar items in EconPapers)
Date: 2018
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