Relationships between Internal Brand and Employee-Based Brand Equity of Commercial Banks in Vietnam

Abstract

Internal branding plays an important role in creating and building beneficial relationships for employees and businesses, especially their brand equity. The relationship between internal brands and corporate brand equity has attracted special the attention of several researchers. Therefore, this paper aims to investigate relationships between internal brand and employee-based brand equity (EBBE) of commercial banks in Vietnam by conducting a survey of 700 employees in 5 big cities including Can Tho, Ho Chi Minh, Da Nang, Hai Phong, and Hanoi. Using linear regression analysis techniques, this study confirms the existence of a direct impact of internal brand on EBBE and the mediating effects of employee's education and seniority on the relationship between internal brand and EBBE. Consequently, these findings highlight some managerial implications for the banks to improve their EBBE.