Development and Validation of Measurement Scale for Employee-Based Hotel Brand Equity (EBHBE)

Purpose: This study aims to develop an employee-based hotel brand equity (EBHBE) scale. While brand equity has been widely examined from financial and consumer perspectives, this paper addresses the underexplored area of employee-based brand equity, particularly relevant for hotels where employees serve as internal consumers and brand ambassadors. Design/methodology/approach: The study conducted a comprehensive literature review to generate initial items, followed by expert reviews and online surveys with employees from four- and five-star hotels. Using established scale development procedures in the social sciences, exploratory factor analysis (EFA) was applied to a sample of 300 employees and confirmatory factor analysis (CFA) to a second sample of 288. Multiple regression analysis was used to test predictive validity. Findings: The final EBBE scale consists of two sub-factors: behavioral commitment and emotional fulfillment. Results indicate that behavioral commitment positively predicts customer orientation, while emotional fulfillment is negatively associated with turnover intention. Research limitations/implications: Although the scale demonstrates strong validity and reliability, future studies could test its applicability across different cultural contexts and hotel segments. The study also suggests further exploration of how EBBE interacts with other internal branding variables. Originality/value: This study offers a theoretically grounded and industry-specific scale that captures emotional dimensions of internal branding. It provides practical implications for hotel managers and a valuable framework for future academic research in hospitality and brand management.