C/M/359. Masters Dissertation. Employee Brand Loyalty: cases of Homebase and Wyevale

This dissertation examined employee brand loyalty in two firms. An employee’s loyalty to their organization’s brand is important because it generates brand custodians, who add significant value to the firm in their interaction with the customer, as well as creating a large population of potentially loyalty internal customers. This dissertation aimed to construct an instrument to measure employee brand loyalty on the basis of the literature. Testing the instrument using factor analysis, the research went on to measure levels of employee brand loyalty within the two firms and understood the factors that were contributing to these levels. This dissertation would be useful for anyone interested in employee brand loyalty and its antecedents or those wanting to know how to construct and test a measurement instrument.