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    Employee contributions to brand equity

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    Publication type
    FT ranked journal article  
    Author
    Dubois Gelb, Betsy
    Rangarajan, Deva
    Publication Year
    2014
    Journal
    California Management Review
    Publication Volume
    56
    Publication Issue
    2 (Winter)
    Publication Begin page
    95
    Publication End page
    112
    Publication Number of pages
    18
    
    Metadata
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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.
    Keyword
    Brand Equity, Performance, Employee Commitment, Brand Ambassadors, Brand Differentiation, Service
    Knowledge Domain/Industry
    Marketing & Sales
    URI
    http://hdl.handle.net/20.500.12127/4827
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