Corporate Brand Experience as a New Construct and Its Effects on Employees’ Corporate Brand Pride and Brand-Supporting Behaviours

Employee corporate brand experience is conceptualised as any contact employees have with a along the wide range of touch-points. To investigate this topic, paper provides two studies. In Study 1 (n = 195), an employee scale for direct and indirect experiences (DCBEs ICBEs, respectively) has been developed validated. doing so, shows that these scales are distinct from existing measures in consumer organisational behaviour research. 2 investigates how different types generate pride turn into champions. A multivariate data analysis technique (partial least squares) used to analyse 283 Germany. By building on advancing assumptions affective events theory, only ICBEs trigger emotional attitudinal affect brand-supporting behaviours.