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Measuring Internal Brand Equity In B2b Service Industries In Iran


  • Sara Moghaddam Tabar

    (School of Management, Sharif University of Technology - International Campus, Iran)

  • Naser Karami

    (School of Management, Sharif University of Technology - International Campus, Iran)

  • Faraz Ilbeigi

    (School of Management, Sharif University of Technology - International Campus, Iran)


In the business-to-business sector, employees are playing a pivotal role in the success of corporate brands. Thus, measuring the internal brand equity in service industries can significantly highlight the potential role of the workforce in internal and external brand performance. To this end, 105 service firms were examined and empirical data was provided by a sample of 533 industrial workers and 208 managers, which was then analyzed. The main conclusions of this research lead us to confirm the positive relationship between determinants of internal brand equity and its influence on building strong internal and external brand equity. Conclusions are drawn for management practice and future research. Classification- JEL:

Suggested Citation

  • Sara Moghaddam Tabar & Naser Karami & Faraz Ilbeigi, 2018. "Measuring Internal Brand Equity In B2b Service Industries In Iran," Portuguese Journal of Management Studies, ISEG, Universidade de Lisboa, vol. 23(1), pages 3-24.
  • Handle: RePEc:pjm:journl:v:xxiii:y:2018:i:1:p:3-24

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    References listed on IDEAS

    1. Burmann, Christoph & Jost-Benz, Marc & Riley, Nicola, 2009. "Towards an identity-based brand equity model," Journal of Business Research, Elsevier, vol. 62(3), pages 390-397, March.
    2. Markus K. Brunnermeier & Laura Veldkamp, 2013. "Leadership, Coordination, and Corporate Culture," Review of Economic Studies, Oxford University Press, vol. 80(2), pages 512-537.
    3. Guiso, Luigi & Sapienza, Paola & Zingales, Luigi, 2015. "The value of corporate culture," Journal of Financial Economics, Elsevier, vol. 117(1), pages 60-76.
    4. Davidson, Robert & Dey, Aiyesha & Smith, Abbie, 2015. "Executives' “off-the-job” behavior, corporate culture, and financial reporting risk," Journal of Financial Economics, Elsevier, vol. 117(1), pages 5-28.
    5. Seyedghorban, Zahra & Matanda, Margaret Jekanyika & LaPlaca, Peter, 2016. "Advancing theory and knowledge in the business-to-business branding literature," Journal of Business Research, Elsevier, vol. 69(8), pages 2664-2677.
    6. Erkmen, Ezgi & Hancer, Murat, 2015. "Linking brand commitment and brand citizenship behaviors of airline employees: “The role of trustâ€," Journal of Air Transport Management, Elsevier, vol. 42(C), pages 47-54.
    7. Miloslava Chovancová & Christian Nedu Osakwe & Benson U. Ogbonna, 2015. "Building Strong Customer Relationships through Brand Orientation in Small Service Firms: An Empirical Investigation," Croatian Economic Survey, The Institute of Economics, Zagreb, vol. 17(1), pages 111-138, June.
    8. repec:eee:joreco:v:21:y:2014:i:5:p:745-752 is not listed on IDEAS
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