Unveiling front-line employees’ brand construal types during corporate brand promise delivery: A multi-study analysis

• Main Authors: Achilleas Boukis, Khanyapuss Punjaisri, John M.T. Balmer, Kostas Kaminakis, Avraam Papastathopoulos
• Other Authors: College of Management Mahidol University
• Format: Article
• Published: 2022
• Subjects: Business, Management and Accounting
• Online Access: https://repository.li.mahidol.ac.th/handle/123456789/76442
• Institution: Mahidol University

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...