University of Isfahan New Marketing Research Journal 2228-7744 3 1 2013 07 23 Presenting a Model to Explain Employee Based Brand Equity in Commercial Insurance Companies of Yazd Province Presenting a Model to Explain Employee Based Brand Equity in Commercial Insurance Companies of Yazd Province 1 16 17644 FA Seyed Yaghoub Hosseini Assistant Professor, Department of Business Management, Faculty of Literature and Humanities, Persian Gulf University, Iran Seyed Abbas Mousavi Assistant Professor, Department of Business Management, Faculty of Literature and Humanities, Persian Gulf University, Iran Alireza Ziaei Bideh Master of Business Administration, Department of Business Management, Faculty of Literature and and Humanities, Persian Gulf University, Iran Journal Article 2016 06 14 Internal branding with the aim of achieving employee based brand equity is a new strategy to ensure that employees act according to brand promises. Since in service organizations, employees have the ability to significantly influence customers’ perceptions and purchase decisions and as they play a critical role in organizational success. Thus, strengthen the employee based brand equity can develop a long lasting competitive advantage for organization. The aim of this study was to introduce a model for investigating brand equity based on employees’ perspective and also identifying key factors affecting it in insurance companies. Required data were collected by means of questionnaire distributed among the employees of four insurance companies in Yazd Province. Structural Equation modeling based on partial least squares method was used to test the hypotheses. The results of this study indicate that employees’ feedback, internal brand communication and brand orientation have significant and positive effect on employee based brand equity. Another finding of this study is developing a reliable model for measuring employee based brand equity. Internal branding with the aim of achieving employee based brand equity is a new strategy to ensure that employees act according to brand promises. Since in service organizations, employees have the ability to significantly influence customers’ perceptions and purchase decisions and as they play a critical role in organizational success. Thus, strengthen the employee based brand equity can develop a long lasting competitive advantage for organization. The aim of this study was to introduce a model for investigating brand equity based on employees’ perspective and also identifying key factors affecting it in insurance companies. Required data were collected by means of questionnaire distributed among the employees of four insurance companies in Yazd Province. Structural Equation modeling based on partial least squares method was used to test the hypotheses. The results of this study indicate that employees’ feedback, internal brand communication and brand orientation have significant and positive effect on employee based brand equity. Another finding of this study is developing a reliable model for measuring employee based brand equity. https://nmrj.ui.ac.ir/article_17644_fa1716471ad05235105a5155b6b405c2.pdf