Unravelling the employee-based brand equity formation process

The literature concerning brand equity is dense, especially from the firm’s and consumers' perspectives. Although recent studies demonstrate the vital contribution of employees to brand success, much is still unknown regarding their role in the brand equity development process. Therefore, this study aims to shed new light by proposing and empirically documenting an integrated model of the Employee-Based Brand Equity (EBBE) formation process. The study uses complexity theory and fuzzy set qualitative comparative analysis (fsQCA) in conceptualizing EBBE as a complex and dynamic causal process. The findings confirm the operationalization of the process providing significant theoretical and managerial implications as well as directions for future research