Employee contributions to brand equity
Dubois Gelb, Betsy Rangarajan, Deva
Dubois Gelb, Betsy
Rangarajan, Deva
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Publication Type
Journal article with impact factor
Editor
Supervisor
Publication Year
2014
Journal
California Management Review
Book
Publication Volume
56
Publication Issue
2 (Winter)
Publication Begin page
95
Publication End page
112
Publication Number of pages
18
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Abstract
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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Journal Issue
Keywords
Brand Equity, Performance, Employee Commitment, Brand Ambassadors, Brand Differentiation, Service