Unveiling front-line employees’ brand construal types during corporate brand promise delivery: A multi-study analysis
Marshalling empirical insights from three empirical studies, this work unveils the heterogeneous nature of front-line employees’ (FLEs) corporate brand construals. Our insights contest corporate brand perspectives that assume employees respond to internal branding initiatives in a homogeneous manner...
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| Main Authors: | , , , , |
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| Other Authors: | |
| Format: | Article |
| Published: |
2022
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| Subjects: | |
| Online Access: | https://repository.li.mahidol.ac.th/handle/123456789/76442 |
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| Institution: | Mahidol University |