Turning Employees into Brand Champions : Leadership Style Makes a Difference
Journal
GFK Marketing Intelligence Review
ISSN
1865-5866
Type
journal article
Date Issued
2011-11-10
Author(s)
Abstract
How can managers elicit brand-building behaviors on the part of frontline employees? When comparing brand-specific "transactional" and "transformational" leadership styles, the latter clearly outperforms the former. Transactional leaders influence followers through a process of compliance, leading to increased turnover intentions and a decrease in in-role and extra-role brand-building behaviors. In contrast, brand-specific transformational leaders influence followers through a process of internalization, leading to decreased turnover intentions and an increase in in-role and extra-role brand-building behaviors. When combined, however, a medium level of transactional leadership maximizes the positive effects of transformational leadership.
Funding(s)
Language
English
Keywords
Corporate Branding
Service Brand
Transformational Leadership
Frontline Employees
Social Identity
HSG Classification
contribution to practical use / society
HSG Profile Area
SoM - Business Innovation
Refereed
Yes
Publisher
GfK e.V.
Publisher place
Nürnberg
Volume
3
Number
2
Start page
34
End page
43
Pages
10
Subject(s)
Eprints ID
207038