n The Retail and Marketing Review - Examining contributions of customer-based and employee-based brand equity to a retail bank’s market performance using resource-based theory

Volume 15 Number 1
  • ISSN :


Both employees and brands are companies’ most important assets, yet most studies focus on the equity generated from brands and not employees. The market performance of a brand, especially in the service sector, depends on two factors: (i) customer-based brand equity, or the differential effect of brand knowledge on a consumer’s response to the marketing of the brand and (ii) employee-based brand equity, or how knowledgeable, competent and committed employees are in delivering on a brand’s promises. Despite this, the contribution of the employee-based brand equity to market performance is rarely measured. Thus, guided by the resource-based theory, this study examined the contributions of both employee-based brand equity (EBBE) and customer-based brand equity (CBBE) to a retail bank’s market performance. Drawn from six Nigerian provinces, 182 employees and 178 customers of the United Bank of Africa (UBA) were surveyed. Structural equation modelling results revealed that UBA’s CBBE significantly affected customers’ brand preference, repurchase intention and willingness to pay a premium price. UBA’s EBBE also made a contribution, not only by impacting customers’ willingness to pay a premium price, but also by improving the variance explained of the dependent constructs.

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