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Research Article
Employees as Brand Ambassadors: A Case Study Exploring the Impact of Employees' Communication on Consumer Behavior
Doc. dr., Associate Professor Miglė Šontaitė-Petkevičienė — Vytautas Magnus University, Faculty of Economics and Management
Aušrinė Vaščėgaitė — Vytautas Magnus University, Faculty of Economics and Management
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. 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.
Keywords
brand ambassadorsemployee communicationconsumer behavioremployer branding
