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Measuring the Contributions of Sources of Employee-Based Brand Equity to the Market Performance of Deposit Money Banks in Nigeria

Author

Listed:
  • Glory S. Etim
  • Imoh C. Uford

Abstract

The study attempts to measure the contributions of sources of employee-based brand equity (EBBE) to the market performance of deposit money banks (DMBs) in Nigeria. A quantitative approach using self-administered questionnaires was adopted. Empirical data was drawn from 360 respondents (182 employees and 178 customers) in the six (6) geo-political zones in Nigeria. Structural Equation Modelling was used to analyse the hypothesized paths/relationships. The study found that out of the three sources of EBBE, brand commitment was the strongest predictor of overall EBBE. It also found that out of the three market performance indicators, customers¡¯ intention to pay a price premium was the most dependent on EBBE sources. In relation to employees/customers relationship, this paper provides evidence for issues of potential research and managerial interest. Practically, the study findings will help brand managers, other marketing practitioners and indeed marketing scholars to develop effective internal brand management strategies with a view to implementing them profitably.

Suggested Citation

  • Glory S. Etim & Imoh C. Uford, 2019. "Measuring the Contributions of Sources of Employee-Based Brand Equity to the Market Performance of Deposit Money Banks in Nigeria," Business and Management Studies, Redfame publishing, vol. 5(2), pages 21-33, June.
    • Handle: RePEc:rfa:bmsjnl:v:5:y:2019:i:2:p:21-33
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    References listed on IDEAS

    as
    1. Evangelos Grigoroudis & Yannis Siskos, 2010. "Customer Satisfaction Evaluation," International Series in Operations Research and Management Science, Springer, number 978-1-4419-1640-2, April.
    2. Rajagopal, 2015. "Consumer Value Management," Palgrave Macmillan Books, in: The Butterfly Effect in Competitive Markets, chapter 5, pages 119-143, Palgrave Macmillan.
    3. E. Grigoroudis & E. Tsitsiridi & C. Zopounidis, 2013. "Linking customer satisfaction, employee appraisal, and business performance: an evaluation methodology in the banking sector," Annals of Operations Research, Springer, vol. 205(1), pages 5-27, May.
    4. Arnd Vomberg & Christian Homburg & Torsten Bornemann, 2015. "Talented people and strong brands: The contribution of human capital and brand equity to firm value," Strategic Management Journal, Wiley Blackwell, vol. 36(13), pages 2122-2131, December.
    5. Mangold, W. Glynn & Miles, Sandra Jeanquart, 2007. "The employee brand: Is yours an all-star?," Business Horizons, Elsevier, vol. 50(5), pages 423-433.
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