宣传
骄傲
广告
企业品牌
心理学
品牌管理
口头传述的
品牌知名度
业务
营销
政治学
法学
作者
Fabian Abed,Marion Büttgen
标识
DOI:10.54155/jbs.39.1.1-32
摘要
This article examines the effects of perceived negative brand publicity on employee emotions, attitudes and brand supporting behaviors. Drawing on Affective-Events-Theory (AET), it attempts to identify underlying affective and cognitive processes leading to behavioral change. Using data gathered from a large-scale survey of employees in Germany, our results show that perceived negative brand publicity affects emotional and attitudinal corporate brand pride of employees. In addition, higher levels of perceived negative brand publicity were negatively associated with brand-supporting behavior, such as employee referrals and word- of-mouth (WOM). We show that corporate brand experience through internal communications can be an effective tool in mitigating harmful effects of perceived negative brand publicity.
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