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

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, Faculty of Economics and Management
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year
Keywords:
brand,
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, Faculty of Economics and Management
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

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