A Systematic Review of Internal and External Brand Management: Unveiling the Enigma of Employee Brand Equity Formation

Abstract

This study explores how internal and external brand management synergistically construct employee brand equity in contemporary organizations. Drawing on social identity theory, brand equity theory, and relationship quality theory, we conducted a systematic literature review of research published from 2019 to 2024 to analyze the cognitive, emotional, and behavioral mechanisms underlying this process. Our findings reveal that internal brand management activities (brand-oriented HR practices, brand communication) and external initiatives (CSR, marketing strategies) jointly shape employees’ brand cognition, while brand relationship quality mediates emotional connections through brand commitment, trust, and advocacy. These elements ultimately manifest in behavioral expressions including brand citizenship behavior, loyalty, retention intention, and positive word-of-mouth. This research provides organizations with an integrated framework for strategically aligning internal and external brand activities to enhance employee brand support, thereby strengthening competitive advantage through consistent brand delivery across all stakeholder touchpoints.