Fit, identification and employees’ overall brand evaluation: An empirical analysis using PLS

Abstract

The purpose of the present paper is to empirically test the effect of P-O fit and P-B fit on employees’ brand identification and overall brand evaluation. The review of previous studies pointed several assumptions indicating the relationship of fit with identification and brand evaluation as well as identification with overall evaluation of the brand. The analysis of the data was done using SmartPLS. The results revealed that fit effect the identification process which in turn has a significant role in improving the overall brand evaluation by the employees. The person-brand fit in hospitality industry was found more prominent in explaining the concept of brand evaluation indicating the employees’ desirability towards the brand.