Journal of Brand Management

, Volume 19, Issue 4, pp 268–288

Employee brand equity: Scale development and validation

  • Ceridwyn King
  • Debra Grace
  • Daniel C Funk
Original Article

DOI: 10.1057/bm.2011.44

Cite this article as:
King, C., Grace, D. & Funk, D. J Brand Manag (2012) 19: 268. doi:10.1057/bm.2011.44


This article builds on the internal brand management (IBM) literature through the conceptualisation and operationalisation of the ‘employee brand equity’ construct in order to assess the effectiveness of IBM activities. The aim of the article is to develop and validate an employee brand equity (EBE) scale. The study includes a four-phase process, with four data collections using a total of 752 respondents. The data analyses indicate that the resulting 11-item (3-factor) EBE scale has face, content, convergent and discriminant validity and is reliable across the samples. The EBE scale is a multidimensional, yet parsimonious scale; it has the potential for significant use in the development and testing of the IBM theory by academics, as well as being a key performance measure for practitioners seeking greater accountability.


employeebrand equityscale development

Copyright information

© Palgrave Macmillan, a division of Macmillan Publishers Ltd 2012

Authors and Affiliations

  • Ceridwyn King
    • 1
  • Debra Grace
  • Daniel C Funk
  1. 1.Department of Tourism, Leisure, Hotel and Sport Management, Griffith Business School, Griffith UniversityQueenslandAustralia