- Author
- BD Gelb and Deva Rangarajan (UGent)
- Organization
- Abstract
- Viewing employees as elements of a brand or as "brand ambassadors" means that almost any policy can affect brand equity. Resource allocation for brand-building requires understanding what differentiates "our brand" in order to focus resources on the employees who provide that difference. Employees' commitment to the brand increases when they know how they can contribute. Management actions matter from small issues like free coffee to large issues like mass layoffs.
- Keywords
- Brand Equity, PERFORMANCE, Employee Commitment, Brand Ambassadors, Brand Differentiation, SERVICE
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Citation
Please use this url to cite or link to this publication: http://hdl.handle.net/1854/LU-5741695
- MLA
- Gelb, BD, and Deva Rangarajan. “Employee Contributions to Brand Equity.” CALIFORNIA MANAGEMENT REVIEW, vol. 56, no. 2, 2014, pp. 95–112.
- APA
- Gelb, B., & Rangarajan, D. (2014). Employee contributions to brand equity. CALIFORNIA MANAGEMENT REVIEW, 56(2), 95–112.
- Chicago author-date
- Gelb, BD, and Deva Rangarajan. 2014. “Employee Contributions to Brand Equity.” CALIFORNIA MANAGEMENT REVIEW 56 (2): 95–112.
- Chicago author-date (all authors)
- Gelb, BD, and Deva Rangarajan. 2014. “Employee Contributions to Brand Equity.” CALIFORNIA MANAGEMENT REVIEW 56 (2): 95–112.
- Vancouver
- 1.Gelb B, Rangarajan D. Employee contributions to brand equity. CALIFORNIA MANAGEMENT REVIEW. 2014;56(2):95–112.
- IEEE
- [1]B. Gelb and D. Rangarajan, “Employee contributions to brand equity,” CALIFORNIA MANAGEMENT REVIEW, vol. 56, no. 2, pp. 95–112, 2014.
@article{5741695,
abstract = {{Viewing employees as elements of a brand or as "brand ambassadors" means that almost any policy can affect brand equity. Resource allocation for brand-building requires understanding what differentiates "our brand" in order to focus resources on the employees who provide that difference. Employees' commitment to the brand increases when they know how they can contribute. Management actions matter from small issues like free coffee to large issues like mass layoffs.}},
author = {{Gelb, BD and Rangarajan, Deva}},
issn = {{0008-1256}},
journal = {{CALIFORNIA MANAGEMENT REVIEW}},
keywords = {{Brand Equity,PERFORMANCE,Employee Commitment,Brand Ambassadors,Brand Differentiation,SERVICE}},
language = {{eng}},
number = {{2}},
pages = {{95--112}},
title = {{Employee contributions to brand equity}},
volume = {{56}},
year = {{2014}},
}