aMaster of Financial Management, Islamic Azad University, Oloom Tahghighat, Tehran, Iran
bTehran Municipal Human Resource Management, 17 section, Tehran, Iran
cDepartment of Management and Accounting, Mahdishahr Branch, Islamic Azad University, Mahdishahr, Iran
dPhD student of Marketing, Shahid Beheshti University, Tehran, Iran
Online published on 16 February, 2015.
Brand equity has always been one of the most vital and wildly discussed issues in marketing real. This importance is mostly due to the influence of this concept on profit of firms. One of the newest forms of brand equity is employee-based brand equity. The aim of this study is to investigate the antecedents of employee based brand equity in Iran's cement industry. Findings show that role clarity and brand commitment both have significant direct effect on development of employee based brand equity. Moreover, information generation, knowledge dissemination, openness and perceived value all have indirect effect on development of employee based brand equity. Managerial implications and future directions have been discussed.
Brand equity, Cement industry, Brand commitment, information generation, knowledge dissemination openness, perceived value
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