In the paper we study how Employee Brand Advocacy (EBA), or when employees advocate for their organisation by speaking favourably about their organisation on a voluntary basis, can affect organisational performance for Indian corporate companies. The paper draws upon internal branding, organisation behaviour and social identity theories to create and empirically test a model that explains how EBA is related to both non-financial and financial performance. We gathered data from 300 employees working in the manufacturing and services sectors through a cross-sectional survey conducted in India. We used a number of techniques including reliability analysis, exploratory and confirmatory factor analysis, multiple regression analysis and structural equation modelling to test our model and assess the proposed relationships between EBA and organisational performance. Our findings indicate that EBA has a strong positive statistically significant relationship with organisational performance (standardized β = 0.46, p < 0.001) and this relationship remains significant after controlling for employee tenure, firm size and industry type. Our results also provide strategic implications for organisation's human resources and brand management functions, as it demonstrates the value of developing employee advocates to enhance customer satisfaction, organisational reputation and overall organisation performance
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