TY  - GEN
AU  - SIRIANNI, NANACY J
AU  - BITNER, MARY JO
TI  - Branded service encounters: Strategically aligning employee behavior with the brand positioning
PY  - 2013///
KW  - BRANDING
N2  - 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
ER  -