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December 11, 2025Journal of Business and Industrial Marketing

Investigating the role of internal brand knowledge in enhancing employee-based brand equity and driving positive employee outcomes

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Authors

GBGranit BacaNRNail Reshidi

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Overview

Research finds a positive link between internal brand knowledge and brand equity in the banking industry, indicating benefits for employee outcomes.

Key Points

  • This research aims to explore the impact of internal brand knowledge on employee-based brand equity and their resultant outcomes.
  • Sample included 325 employees from the banking sector in Kosovo.
  • Data analyzed using structural equation modelling and confirmatory factor analysis.
  • Examined effects of brand commitment and role clarity on brand equity.
  • Identified a positive relationship between internal brand knowledge and employee-based brand equity benefits.
  • No significant link was found between role clarity and intention to stay.

Cite This Study

Baca et al. (2025) studied this question.

synapsesocial.com/papers/6940192a2d562116f28f6babhttps://doi.org/10.1108/jbim-10-2023-0563
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