Abstract
The tourism industry has become more competitive with recent developments in information technology. Consensus on the role played by organisational culture in firm performance and sustainable competitive edge is well established across industries, including hospitality. In the tourism sector, brand management is considered strategic since it is able to position a firm favourably in the eyes of its stakeholders, including customers and employees. This study employed a cross-sectional survey design to collect data from 165 hotel employees in and around Johannesburg. Structural equation modelling using the Smart PLS programme was carried out for data analysis. The results of the study found that all four dimensions of organisational culture, namely involvement, consistency, adaptability and mission, were positively and significantly related to employee-based brand equity. The results of the study offers evidence-based recommendations to prioritise employee-based brand equity and to leverage organisational culture to attain this brand equity.