Branded service encounters Strategically aligning employee behavior with the brand positioning

By:

SIRIANNI, NANACY J

Contributor(s):

BITNER, MARY JO

Material type:

Mixed materialsPublication details: 2013Description: 108-123Subject(s):

BRANDING

NLM classification:

658.827

In: JOURNAL OF MARKETINGMSummary: This research examines how branded service encounters, in which frontline service employee behavior is aligned with a firm's brand positioning, may positively affect customer responses to brands. Across two brand personality contexts, study 1 demonstrates that employee-brand alignment increases overall brand evaluations and customer based brand equity, with more pronounced results for unfamiliar brands. Study 2 shows that conceptual fluency underlies the effect of employee brand alignmenton overall brnad evaluations for unfamiliar brnads.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		77/6	Available		P15196

This research examines how branded service encounters, in which frontline service employee behavior is aligned with a firm's brand positioning, may positively affect customer responses to brands. Across two brand personality contexts, study 1 demonstrates that employee-brand alignment increases overall brand evaluations and customer based brand equity, with more pronounced results for unfamiliar brands. Study 2 shows that conceptual fluency underlies the effect of employee brand alignmenton overall brnad evaluations for unfamiliar brnads.

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