Employee Brand Equity: Mediating Role of Brand Role Clarity and Employee Brand Commitment

The objective of the study is to investigate the mediating role of employee brand commitment and brand role clarity in the relationship between openness and employee brand equity in Islamic banking. Survey method was used to collect the data form 278 employees working in Islamic banking. In sampling procedure, the stratified random sampling and simple random sampling were used in collecting the data from the respondents. PROCESS Macros was used to check the relationships specially mediating role of employee brand commitment and brand role clarity in the relationships. Findings of the study demonstrate that employee brand commitment mediates the relationship of openness and employee brand equity while brand role clarity has no mediating role in the relationship of openness and employee brand equity. The relationship between variables has been tested before but the mediating role of employee brand commitment and employee role clarity in the relationship has not been tested before.