The present scientific literature on how employees can strengthen the organization’s
brand generally and also beyond customer interaction, is rather scarce (L๖hndorf and
Diamantopoulos 2012; Morhart et al. 2009; Punjaisri and Wilson 2007). To address this
research gap, this master’s thesis will be conducted in such a way so as to shed more
light on brand building efforts and consider in detail the role of employees in the
interaction process of providing a service. Further, this thesis concentrates on a holistic
conceptualization of these brand building behaviors and aims to provide a complete
conceptualization approach for all relevant employee brand building behaviors.