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The purpose of this study is to construct an employer brand equity framework and to demonstrate the relationship between employer brand equity to customer based brand equity in luxury hotels. While the employee is core to service brand equity theories, little is known about what characterizes an effective employee. This study attempts to uncover this unknown. Finding endorse the importance of espousing a vision containing reference to employee brand equity and customer based brand equity.

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Narumon Kimpakorn, Ph.D. Faculty of Business Administration, Chiang Mai University, Thailand e-mail: narumon.cmu@gmail.com

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