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Turning Employees Into Brand Champions: LEADERSHIP STYLE MAKES A DIFFERENCE

NIM Marketing Intelligence Review
Volume 3 (2011): Issue 2 (November 2011)
By:
Open Access
|Jul 2014

Authors

Felicitas M. Morhart

felicitas.morhart@unil.ch

Walter Herzog

walter.herzog@whu.edu

Torsten Tomczak

torsten.tomczak@unisg.ch

DOI: https://doi.org/10.2478/gfkmir-2014-0088 | Journal eISSN: 2628-166X
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Language: English
Page range: 34 - 43
Published on: Jul 19, 2014
Published by: Nuremberg Institute for Market Decisions
In partnership with: Paradigm Publishing Services
Publication frequency: 2 times per year
Keywords:
Corporate Branding,
Service Brand,
Transformational Leadership,
Frontline Employees,
Social Identity
Related subjects:
Business and economics,
Political economics,
Public finance and fiscal theory,
Business management,
Marketing, sales, customer relations,
Management, organization, corporate governance,
Business management, other

© 2014 Felicitas M. Morhart, Walter Herzog, Torsten Tomczak, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

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