How brand gives employees meaning: Towards an extended view of brand equity

Fabienne Berger-Remy () and Géraldine Michel ()
Additional contact information
Fabienne Berger-Remy: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Géraldine Michel: IAE Paris - Sorbonne Business School

Post-Print from HAL

Abstract: Brand is a corporate equity often examined today from the marketing and financial points of view. The present research tries to show that brand value can also be seen in terms of the added meaning it gives employees. Based on a case study of four organizations, we show that brand creates a triad of qualities – signification, direction and sensation – for employees, distinct from those that consumers feel and understand. Accordingly, we revisit the concept of brand equity from the employee point of view, or Employee-Based Brand Equity (EBBE).

Date: 2015-04-30
References: Add references at CitEc
Citations:

Published in Recherche et Applications en Marketing (English Edition), 2015, 30 (2), pp.30-54. ⟨10.1177/2051570715579651⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05782716

DOI: 10.1177/2051570715579651

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().