| 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 |
| URL: | https://westminsterresearch.westminster.ac.uk/item/q0yxw/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 |
| 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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