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dc.contributor.authorDubois Gelb, Betsy
dc.contributor.authorRangarajan, Deva
dc.date.accessioned2017-12-02T14:52:30Z
dc.date.available2017-12-02T14:52:30Z
dc.date.issued2014
dc.identifier.urihttp://hdl.handle.net/20.500.12127/4827
dc.description.abstractViewing 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.
dc.language.isoen
dc.subjectBrand Equity
dc.subjectPerformance
dc.subjectEmployee Commitment
dc.subjectBrand Ambassadors
dc.subjectBrand Differentiation
dc.subjectService
dc.titleEmployee contributions to brand equity
dc.identifier.journalCalifornia Management Review
dc.source.volume56
dc.source.issue2 (Winter)
dc.source.beginpage95
dc.source.endpage112
dc.source.numberofpages18
dc.contributor.departmentBauer College of Business at the University of Houston
vlerick.knowledgedomainMarketing & Sales
vlerick.typearticleFT ranked journal article  
vlerick.vlerickdepartmentMKT
dc.identifier.vperid171351
dc.identifier.vperid70957
dc.identifier.vpubid5753


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