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

Management of Organizations: Systematic Research

Volume 87 (2022): Issue 1 (June 2022)

By:

Miglė Šontaitė-Petkevičienė and Aušrinė Vaščėgaitė

Open Access

|Oct 2022

Authors

Miglė Šontaitė-Petkevičienė

m.sontaite-petkeviciene@vdu.lt

PhD, associate professor at Vytautas Magnus University, Faculty of Economics and Management, Lithuania

Aušrinė Vaščėgaitė

ausrinevasc@gmail.com

MSc from the Faculty of Economics and Management, Vytautas Magnus University, Lithuania

DOI: https://doi.org/10.2478/mosr-2022-0008 | Journal eISSN: 2335-8750 | Journal ISSN: 1392-1142

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Language: English

Page range: 135 - 154

Submitted on: Feb 20, 2022

Accepted on: Aug 10, 2022

Published on: Oct 18, 2022

Published by: Vytautas Magnus University

In partnership with: Paradigm Publishing Services

Publication frequency: 2 times per year

Keywords:

brand ambassador,

employee branding,

marketing communication,

consumer behavior

Related subjects:

Business and economics,

Business management,

Marketing, sales, customer relations,

Management, organization, corporate governance,

Business development, change management, cooperation,

Human resources, labor practice, job and career

© 2022 Miglė Šontaitė-Petkevičienė, Aušrinė Vaščėgaitė, published by Vytautas Magnus University
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

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