Employee Based Internal Branding Impacts On Brand Equity Research In Cosmetics Industry

Nowadays a lot of brand management theories are developing more completely and many scholars are learning these theories very deeply, especially for brand marketing which is based on customers. Although we have many brand management process based on customers, it still need be learn more about internal brand management which means brand management based on employees. However, more and more company realized the importance of employee brand management; this is because brand values in the end are messaging by employees to customers. And employees' loyalty and identify impact their behavior and finally will influence customers' experience. When companies realize the importance of employees in recent year, many scholars suggest employees should be part of brand equity, that's the brand equity based on employees.Based on these concepts and combined with previous research, this article proposes a systemic theory between internal brand management and brand equity based on employee. It elaborate the concept and meaning of internal brand deeply and proposed the antecedents of internal brand management is training, incentive and communication, the factor of internal brand management is loyalty and identity. In the meantime this paper reviews the model of brand equity and suggests the factor of employee's brand equity is organizational citizenship behavior and leaves intention.The author selects the empirical investigation in the cosmetics industry. We select cosmetics mainly because of the character of the industry. It need build their own brand image to customer and tell customer it's special so that make differentiation with other company. And in the process of the brand marketing, the staff is a very important link; the staffs need to contact the client in the work, to practice the concept and value of brand marketing to customer. Based on the industry characteristics, the author using descriptive analysis, data reliability analysis, variance analysis and regression analysis to data for empirical research model, further analysis based on the employee's brand internalization impact on brand equity.The mainly conclusion of this paper as below:firstly, a further empirical of communication, motivation, training of brand internalization is affecting relations, namely, brand identity and brand loyalty. Also, put forward the staff two important elements of brand assets:organizational citizenship behavior and turnover intention. In questionnaire way based on employees' brand internalization is empirical relationship between the positive phases of brand assets. Through the study of demographic this paper proves variables on the brand internalization and partial differentiation brand assets.