Modeling the relationship between employee-based brand equity (EBBE) and perceived environmental uncertainty (PEU) on a firm’s performance: A comparative study between the UK and UAE
Authors: Konstantoulaki, Kleopatra 
Poulis, Athanasios 
Wisker, Zazli Lily 
Rizomyliotis, Ioannis 
Issue Date: 1-Jan-2015
Conference: 44th European Marketing Conference (EMAC), 26 - 29 May 2015, Leuven, Belgium 
Book: Proceedings of the 44th European Marketing Conference (EMAC) 
Abstract: 
This study examines the impact of employee based brand equity (EBBE) and perceived environmental uncertainty PEU (government policy, macroeconomic resources and services, market and demand, competition and internal technology) on firm performance. Data were collected through e-mail surveys from FMCG firms in the UK and UAE. Quantitative data were analyzed using structural equation modeling (SEM). The results suggest that EBBE (brand allegiance, brand endorsement, and brand-consistent behavior), and part of PEU (macroeconomic resources and services, market and demand, and competition) positively affect firm performance. The theoretical and managerial implications as well as limitations and future research are discussed.
ISBN: 978-90-823-8339-0
URI: https://uniwacris.uniwa.gr/handle/3000/1161
Type: Conference Paper
Department: Department of Early Childhood Education and Care 
School: School of Administrative, Economics and Social Sciences 
Affiliation: University of West Attica (UNIWA) 
Appears in Collections:Book Chapter / Κεφάλαιο Βιβλίου

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