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

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  • Šontaitė-Petkevičienė Miglė

    (PhD, associate professor at Vytautas Magnus University, Faculty of Economics and Management. Address: S. Daukanto str. 28, Kaunas LT-44246, Lithuania . Tel.: +370 37 327856.)

  • Vaščėgaitė Aušrinė

    (MSc from the Faculty of Economics and Management, Vytautas Magnus University. Address: S. Daukanto str. 28, Kaunas LT-44246, Lithuania . Tel: +370 641 06 930.)

Abstract

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 communication features related to it. After discussing theoretical insights on the topic, it is continued with the findings of the study from the selected Lithuanian case addressing main research question – how communication of employees as brand ambassadors affects consumer behavior. Research results proved that communication of employees as brand ambassadors increase customer interest and trust towards the company, however the impact towards purchase intention is not significant.

Suggested Citation

  • Šontaitė-Petkevičienė Miglė & Vaščėgaitė Aušrinė, 2022. "Employees as Brand Ambassadors: A Case Study Exploring the Impact of Employees’ Communication on Consumer Behavior," Management of Organizations: Systematic Research, Sciendo, vol. 87(1), pages 135-154, June.
    • Handle: RePEc:vrs:morgsr:v:87:y:2022:i:1:p:135-154:n:2
    DOI: 10.2478/mosr-2022-0008
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    References listed on IDEAS

    as
    1. Claudia Fisher-Buttinger & Christine Vallaster, 2008. "Brand Ambassadors: Strategic Diplomats or Tactical Promoters?," Palgrave Macmillan Books, in: Philip J. Kitchen (ed.), Marketing Metaphors and Metamorphosis, chapter 9, pages 132-145, Palgrave Macmillan.
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