Brand-specific transactional leadership: the effects of brand-building behaviors on employee-based brand equity in the insurance industry

Purpose The concept of employee-based brand equity (EBBE) has been the center of scholars' attention in the field of marketing and brand management. The brand is one of the most valuable intangible assets of any organization. This research is a novel step in examining the brand-specific transactional leadership role in implementing the new approach of brand-building behaviors (BBBs) and EBBE. Design/methodology/approach The statistical...