EMPLOYEE BRAND EQUITY AND BRAND EMPOWERMENT IN ISLAMIC BANKING: MEDIATING ROLE OF BRAND PSYCHOLOGICAL OWNERSHIP

Author(s): Sany Sanuri Mohd Mokhtar | Mohsin Altaf | Noor Hasmini Abd Ghani

Type of publication: Journal paper

Abstract: The intention of the research is to explore the mediating role of brand psychological ownership (BPO) in the association between brand empowerment (BEm) and employee brand equity (EBE) of the employees of Islamic banks. For the reason, the data were collected from the 274 employees working in Islamic banks through multi-stage probability sampling. Results of the study revealed that the direct connection of BEm with EBE is non-supportive. On the other hand, the indirect connection of BEm with EBE through BPO is supportive in Islamic banking.

Published URL: https://www.researchgate.net/publication/324312384_Employee_brand_equity_and_brand_empowerment_in_Islamic_banking_Mediating_role_of_brand_psychological_ownership

Date Published: April 8 2018

Publication title: Accounting and Financial Studies

Pages: 1-5

DOI: 1528-2635-22-SI-167

Keywords: Employee Brand Equity | Brand Psychological Ownership | Brand Empowerment | Islamic Banks.

Depositing User: Selina Gondwe