How leadership and employer brand contribute to strengthen employee-based brand equity

What is it about?

This study examines the relationships between brand-specific transformational leadership (TFL), employer branding and employee-based brand equity (EBBE) in the business-to-business (B2B) context. Additionally, the study investigates the mediating role of employer branding in the relationship between brand-specific TFL and EBBE, shedding light on the mechanisms through which brand-specific leaders impact EBBE via employer branding initiatives.

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Photo by Markus Spiske on Unsplash

Photo by Markus Spiske on Unsplash

Why is it important?

This study offers practical insights for managers and researchers by highlighting the importance of leadership and employer branding strategies in enhancing EBBE in the B2B context. Additionaly, this study contributes to theoretical understanding by advancing knowledge on the mechanisms driving EBBE within B2B firms.