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| Research on the Concept, Structure and Measurement of Employee Brand Engagement |
| YANG Ping，LI Guihua，HUANG Lei |
| 1. Nankai University, Tianjin, China; 2. Chongqing University of Technology, Chongqing, China |
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Abstract Based on the theory of brand engagement, the concept and connotation of employee brand engagement are defined from the perspective of marketing. On the basis of literature research, this study adopts in-depth interview method and draws on the coding technology of grounded theory to construct the employee brand engagement structure model. According to the initial items obtained from the interviews, the measurement scale of the employee brand engagement was developed and tested after pre-investigation and formal investigation. The results show that employee brand engagement is a multi-dimensional constructs including brand cognition, brand emotion, brand intention and brand engagement behavior. The scale consists of 22 items from the four dimensions above. Through exploratory factor analysis and confirmatory factor analysis, the reliability and validity of the scale are high.
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Received: 01 June 2019
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