Telephone: +27 11 622 9630
My current research focuses on Employee based brand equity and the extent to which employees at various levels in the organisation feel they are able to ‘live the brand.’
Employee-based brand equity (EBBE) is an emerging field of academic research. Central to the idea of successful brands being realized through positive employee behaviors is the assessment of “brand commitment” (BC).
This has been poorly developed in the literature and present measures unashamedly measure organizational commitment and merely re-label it as brand commitment.
While there is undoubtedly a synergy between these concepts, a more substantial theoretical and empirical understanding is warranted. In the present study, Affirmative Commitment (AC), Brand Commitment (BC), Brand Pride (BP), Continuous Commitment (CC) and Normative Commitment (NC) are being measured amongst 150 front-line and support staff working in a call center for a major international brand that is headquartered in South Africa.
Confirmatory Factor Analysis will be used to confirm the Kuppelwieser et al (2011) propositions and a Structured Equation Model will be developed to assess the correlation between Brand Commitment (BC) and Organisational Commitment (OC).
This research has recently been completed and we are in the process of approaching two other organizations to replicate the study.