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The task of encouraging employees to build and
strengthen an organization s brand image that is,
encouraging them to act as "brand champions" is a
challenge for businesses high in customer
interaction. In this effort, supervisors play a
critical role as they are the ones who need to
motivate and guide employees' brand building
behavior. But what can managers actually do to have
employees act on behalf of the corporate brand? The
author Felicitas Morhart answers this question
in a twofold way: First, in terms of what managers
should do and second, in terms of what managers are
able to do. She therefore presents results of two
studies. In a first study, she shows which
leadership style is most effective for enabling
brand-building behaviors among employees and the
psychological processes involved. In a second study,
she examines the question of whether it is
possible for managers to learn the very leadership
style that has been identified as superior in the
first study.
Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
strengthen an organization s brand image that is,
encouraging them to act as "brand champions" is a
challenge for businesses high in customer
interaction. In this effort, supervisors play a
critical role as they are the ones who need to
motivate and guide employees' brand building
behavior. But what can managers actually do to have
employees act on behalf of the corporate brand? The
author Felicitas Morhart answers this question
in a twofold way: First, in terms of what managers
should do and second, in terms of what managers are
able to do. She therefore presents results of two
studies. In a first study, she shows which
leadership style is most effective for enabling
brand-building behaviors among employees and the
psychological processes involved. In a second study,
she examines the question of whether it is
possible for managers to learn the very leadership
style that has been identified as superior in the
first study.
Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.