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Branded Service Encounters: Strategically Aligning Employee Behavior with the Brand Positioning
This research examines how branded service encounters, in which frontline service employee behavior is aligned with a firm's brand positioning, may positively affect customer responses to brands. Across two brand personality contexts, Study 1 demonstrates that employee?brand alignment increases overall brand evaluations and customer-based brand equity, with more pronounced results for unfamiliar brands. Study 2 shows that conceptual fluency underlies the effect of employee?brand alignment on overall brand evaluations for unfamiliar brands. Study 3 reveals that employee authenticity enhances the effectiveness of employee?brand alignment. Finally, a critical incident study (Study 4) extends the generalizability of these findings to a wider variety of service contexts. This research is the first to demonstrate how firms can leverage employee behavior as a brand-building advantage, particularly for new or unfamiliar brands as they establish their positioning with customers. Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| JM7706 | PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | Chicago, IL: American Marketing Association 2013 |
|---|---|
| Edisi | Vol. 77, No. 6, Nov., 2013 |
| Subjek | Brand equity Brand familiarity Brand personality Frontline employee conceptual fluency branded service encounters |
| ISBN/ISSN | 0022-2429 |
| Klasifikasi | NONE |
| Deskripsi Fisik | 16 p. |
| Info Detail Spesifik | Journal of Marketing |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas |