Employee contributions to brand equity

dc.contributor.author	Dubois Gelb, Betsy
dc.contributor.author	Rangarajan, Deva
dc.date.accessioned	2017-12-02T14:52:30Z
dc.date.available	2017-12-02T14:52:30Z
dc.date.issued	2014
dc.identifier.uri	http://hdl.handle.net/20.500.12127/4827
dc.description.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.
dc.language.iso	en
dc.subject	Brand Equity
dc.subject	Performance
dc.subject	Employee Commitment
dc.subject	Brand Ambassadors
dc.subject	Brand Differentiation
dc.subject	Service
dc.title	Employee contributions to brand equity
dc.identifier.journal	California Management Review
dc.source.volume	56
dc.source.issue	2 (Winter)
dc.source.beginpage	95
dc.source.endpage	112
dc.source.numberofpages	18
dc.contributor.department	Bauer College of Business at the University of Houston
vlerick.knowledgedomain	Marketing & Sales
vlerick.typearticle	FT ranked journal article
vlerick.vlerickdepartment	MKT
dc.identifier.vperid	171351
dc.identifier.vperid	70957
dc.identifier.vpubid	5753