Nov 03 2009
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Employee Interactions Shape Consumer Perceptions of Brand Personality
Newly published research explores ways in which employees’ behaviors influence consumers’ perceptions of brand personality. These three studies by Daniel Wentzel of the University of St. Gallen in Switzerland show how employees’ impact on brand personality perceptions is influenced by consumer beliefs related to how representative the employee is of the brand and how much information consumers have about the employee.
Reference:
Wentzel, Daniel. (2009). The effect of employee behavior on brand personality impressions and brand attitudes. Journal of the Academy of Marketing Science. Vol. 37, Issue 3, 359-374.
