Employees as Brand Ambassadors: A Case Study Exploring the Impact of Employees’ Communication on Consumer Behavior
References
- 1. Adweek (2015). 10 Reasons Why Influencer Marketing is the Next Big Thing. Internet access: <https://www.adweek.com/digital/10-reasons-why-influencer-marketing-is-the-next-big-thing/>, [accessed September 14, 2021].
- 2. Belch, G., Belch, M. (2009). Advertising and Promotion. An Integrated Marketing Communication Perspective. 9-th ed. – New York: McGraw-Hill Education.
- 3. Buyer, L. (2016). PR Under the Influence: Why Influencer Marketing is all the Buzz. Internet access: <https://socialprchat.com/pr-under-the-influence-why-influencer-marketing-is-all-the-buzz/>, [accessed September 21, 2021].
- 4. CPcommunications (n. d.). How a brand ambassador can work for your business. Internet access: <https://publicrelationssydney.com.au/how-a-brand-ambassador-can-work-for-your-business/>, [accessed September 14, 2021].
- 5. Crouch, R., Proksch, M., Quester, P. (2016). Talking with You—Not at You: How Brand Ambassadors Can Spark Consumer Brand Attachment? / In the Marketing Challenges in a Turbulent Business Environment. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, ed. M. Groza, C. Ragland. – Cham: Springer, pp. 189–194.
- 6. Fisher-Buttinger, C., Vallaster, C. (2008). Brand Ambassadors: Strategic Diplomats or Tactical Promoters? / In the Marketing Metaphors and Metamorphosis, ed. P. J. Kitchen. – London: Palgrave Macmillan, pp. 132–145.
- 7. Fitriahningsih, A. S. C., Kadir, R., Hamid, N., Nursyamsi, I. (2020). Influence of Brand Ambassador on Purchase Intention and Brand Image as Intervening Variable (Case Study on Shopee Application Users in Makassar City) // Global Scientific Journals, Vol. 8, No. 3, pp. 1709–1716.
- 8. Fitrianto, M. (2020). Brand Ambassador Performance and the Effect to Consumer Decision Using VisCAP Model on Online Marketplace in Indonesia // Sriwijaya International Journal of Dynamic Economics and Business. Vol. 4, No. 1, pp. 21–30. doi: <a href="https://doi.org/10.29259/sijdeb.v4i1.21–30." target="_blank" rel="noopener noreferrer" class="text-signal-blue hover:underline">10.29259/sijdeb.v4i1.21–30.</a>
- 9. Goutam, D. (2013). Influence of Brand Ambassadors on buying behavior of Soft Drinks: With Reference to Belgaum City // IMPACT: International Journal of Research in Business Management. Vol. 1, No. 4, pp. 9–18.
- 10. Hall, J. (2016). The Influencer Marketing Gold Rush Is Coming: Are You Prepared? Internet access: <http://www.forbes.com/sites/johnhall/2016/04/17/the-influencer-marketing-gold-rushiscoming-are-you-prepared/#26a8f05f2964>, [accessed September 14, 2021].
- 11. Hoffmann, K. (2019). Why employees are your best brand ambassadors. Internet access: <https://dmexco.com/stories/why-employees-are-your-best-brand-ambassadors/>, [accessed September 22, 2021].
- 12. Kahle, L. E., Homer, P. M. (1985). Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective // Journal of Consumer Research. Vol. 11, No. 4, pp. 954–961.
- 13. Lafferty, B., Goldsmith, R. E. (1999). Corporate Credibility’s Role in Consumers’ Attitudes and Purchase Intentions when a High Versus a Low Credibility Endorser is Used in the Ad // Journal of Business Research. Vol. 44, No. 2, pp. 109–116.
- 14. Ledbetter, E. (2016). The Change in Influencer Marketing from PR Strategy to Media Strategy. Internet access: https://blog.carusele.com/change-influencer-marketing-pr-strategy-media-strategy, [accessed September 22, 2021].
- 15. Linkedin (2017). LinkedIn’s 2017 Global Recruiting Trends Report. Internet access: https://www.slideshare.net/pedrooolito/linkedin-global-recruiting-trends-report-2017, [accessed September 27, 2021].
- 16. Matthews, K. (n. d.). You’ve Got Brand Ambassadors. Now What? Internet access: https://www.convinceandconvert.com/social-media-strategy/youve-got-brand-ambassadors-now-what/, [accessed September 22, 2021].
- 17. Matthijs, L. (2015). How Does an Employee Turn Brand Ambassador? Internet access: <https://www.vlerick.com/en/about-vlerick/news/how-does-an-employee-turn-brand-ambassador>, [accessed September 3, 2021].
- 18. Mclndoe, D. (2020). The Importance of The Internal Brand Ambassador. Internet access: https://www.forbes.com/sites/forbesagencycouncil/2020/06/15/the-importance-of-the-internal-brand-ambassador/?sh=6909fca56c88, [accessed September 17, 2021].
- 19. Misra, S., Beatty, S. E. (1990). Celebrity Spokesperson and Brand Congruence: An Assessment of Recall and Affect // Journal of Business Research. Vol. 21, No. 2, pp. 159–171.
- 20. Mukherjee, D. (2009). Impact of Celebrity Endorsements on Brand Image. Social Science Research Network Electronic Paper Collection. Internet access: http://ssrn.com/abstract=1444814, [accessed September 3, 2021].
- 21. Nisa, C., Pramesti, D. A. (2019). How Do Effective Digital Marketing and Brand Ambassador Stimulate Purchase Intention Today? // Advances in Social Science, Education and Humanities Research. Vol. 436, pp. 365–367.
- 22. Park, C. W., MacInnis, D. J., Priester, J., Eisingerich, A. B., Iacobucci, D. (2010). Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Driver // Journal of Marketing. Vol. 74, No. 6, pp. 1–17.<a href="https://doi.org/10.1509/jmkg.74.6.1" target="_blank" rel="noopener noreferrer" class="text-signal-blue hover:underline">10.1509/jmkg.74.6.1</a>
- 23. Rehmet, J., Dinnie, K. (2013). Citizen brand ambassadors: Motivations and perceived effects // Journal of Destination Marketing & Management. Vol. 2, No. 1, pp. 31–38.
- 24. Sadrabadi, A., Kamali, S. M., Monshizadeh, M. (2018). Evaluating the Role of Brand Ambassadors in Social Media // Journal of Marketing Management and Consumer Behavior. Vol. 2, No. 3, pp. 54–70.
- 25. Sheena, K., Sudha, M. (2017). Impact of Influencers in Consumer Decision Process: The Fashion Industry // SMMS Journal of Indian Management. Vol. 14, No. 3, pp. 14–30.
- 26. Statista (2020). Forecast of Facebook user numbers in Lithuania from 2017 to 2025. Internet access: https://www.statista.com/statistics/568811/forecast-of-facebook-user-numbers-in-lithuania/, [accessed September 14, 2021].
- 27. Tap Influence and Influitive (2015). Influencers vs. Advocates: What’s the Difference? Internet access: http://pages.tapinfluence.com/hs-fs/hub/256900/file-2517585402-pdf/Influencers_vs._Advocates_-_Whats_the_Difference_eBook_Final_v2.pdf, [accessed September 14, 2021].
- 28. Thomson, M. (2006). Human Brands: Investigating Antecedents to Consumers’ Strong Attachments to Celebrities // Journal of Marketing, Vol. 70, No. 3, pp. 104–119.
- 29. Thomson, M., MacInnis, D. J., Park, C. W. (2005). The Ties that Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands // Journal of Consumer Psychology, Vol. 15, pp. 77–91.
- 30. Wang, F., Hariandja, E. (2016). The Influence of Brand Ambassador on Brand Image and Consumer Purchasing Decision: A Case of Tous les Jours in Indonesia. – Paper presented at the 2016 International Conference on Entrepreneurship, University Pelita Harapan, Tangerang, Indonesia, March 17.
- 31. Weijters, B., Goedertier, F. (2015). Understanding Today’s Music Acquisition Mix: A Latent Class Analysis of Consumers’ Combined Use of Music Platforms // Marketing Letters. Vol. 27, No. 3, pp. 603–610. doi: <a href="https://doi.org/10.1007/s11002-015-9349-y" target="_blank" rel="noopener noreferrer" class="text-signal-blue hover:underline">10.1007/s11002-015-9349-y</a>
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
Related subjects:
© 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.