Employees as Brand Ambassadors: A Case Study Exploring the Impact of Employees’ Communication on Consumer Behavior

The paper analyses the impact of employees’, as brand ambassadors’, communication on consumer behavior by empirically evaluating and comparing it from the view of customers. The theoretical part of the paper discusses the concept of brand ambassadors, specifics of employees as brand ambassadors and...

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Bibliographic Details

Published in:	Organizacijų Vadyba: Sisteminiai Tyrimai
Main Authors:	Šontaitė-Petkevičienė Miglė, Vaščėgaitė Aušrinė
Format:	Article
Language:	English
Published:	Sciendo 2022-06-01
Subjects:	brand brand ambassador employee branding marketing communication consumer behavior
Online Access:	https://doi.org/10.2478/mosr-2022-0008