Employee Contributions to Brand Equity

被引：34
|
作者：
Gelb, Betsy DuBois [1 ]
Rangarajan, Deva [2 ]
机构：
[1] Univ Houston, Bauer Coll Business, Houston, TX 77004 USA
[2] Univ Ghent, B-9000 Ghent, Belgium
来源：
CALIFORNIA MANAGEMENT REVIEW | 2014年 / 56卷 / 02期
关键词：
Brand Equity; Employee Commitment; Brand Ambassadors; Brand Differentiation; SERVICE;
D O I：
10.1525/cmr.2014.56.2.95
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Viewing employees as elements of a brand or as "brand ambassadors" means that almost any policy can affect brand equity. Resource allocation for brand-building requires understanding what differentiates "our brand" in order to focus resources on the employees who provide that difference. Employees' commitment to the brand increases when they know how they can contribute. Management actions matter from small issues like free coffee to large issues like mass layoffs.
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页码：95 / 112
页数：18
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