In the existing internal branding literature, behaviors of how employees can support the
brand building process of an organization and how they can engage in creating strong
brands are summarized under the term of employee brand building behaviors (Miles and
Mangold 2004; Morhart et al. 2009). However, existing terminology for describing
behaviors of employees, which aims to enhance brand building efforts, is rather vague
(Morhart et al. 2009). According to Morhart et al. (2009), employee brand building
behaviors can be defined as “employees’ contribution
organizations” (p.66), which can further support the customer’s evaluation process.