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

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

Cite this article

Šontaitė-Petkevičienė, M., & Vaščėgaitė, A. (2022). Employees as Brand Ambassadors: A Case Study Exploring the Impact of Employees' Communication on Consumer Behavior. Management of Organizations: Systematic Research, 87(1), 135–154. https://doi.org/10.2478/mosr-2022-0008

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