Brand-specific leadership: Turning employees into brand champions

Journal of Marketing

Volumn 73, Issue 5, 2009, Pages 122-142

  Morhart, Felicitas M ^a   Herzog, Walter ^b   Tomczak, Torsten ^a,c  

^a Center for Customer Insight   (United States)

^b Department of Marketing   (Switzerland)

^c UNIVERSITY OF ST GALLEN   (Switzerland)

Author keywords

Corporate branding; Covariance structure analysis; Field experiment; Frontline employees; Self determination; Social identity; Transformational leadership

Indexed keywords

EID: 70349310532     PISSN: 00222429     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkg.73.5.122     Document Type: Article

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