<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>The paper analyses the impact of employees’, as brand ambassadors’, communication on consumer behavior by empirically evaluating and comparing it from the view of customers. The theoretical part of the paper discusses the concept of brand ambassadors, specifics of employees as brand ambassadors and communication features related to it. After discussing theoretical insights on the topic, it is continued with the findings of the study from the selected Lithuanian case addressing main research question – how communication of employees as brand ambassadors affects consumer behavior. Research results proved that communication of employees as brand ambassadors increase customer interest and trust towards the company, however the impact towards purchase intention is not significant.</p>
</abstract>

The paper analyses the impact of employees’, as brand ambassadors’, communication on consumer behavior by empirically evaluating and comparing it from the view of customers. The theoretical part of the paper discusses the concept of brand ambassadors, specifics of employees as brand ambassadors and communication features related to it. After discussing theoretical insights on the topic, it is continued with the findings of the study from the selected Lithuanian case addressing main research question – how communication of employees as brand ambassadors affects consumer behavior. Research results proved that communication of employees as brand ambassadors increase customer interest and trust towards the company, however the impact towards purchase intention is not significant.

Employees as Brand Ambassadors: A Case Study Exploring the Impact of Employees’ Communication on Consumer Behavior

PhD, associate professor at Vytautas Magnus University

Management of Organizations: Systematic Research

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

The paper analyses the impact of employees’, as brand ambassadors’, communication on consumer behavior by empirically evaluating and comparing it from the view...

Employees as Brand Ambassadors: A Case Study Exploring the Impact of Employees’ Communication on Consumer Behavior

Published Online: Oct 18, 2022

Page range: 135 - 154

Received: Feb 20, 2022

Accepted: Aug 10, 2022

DOI: https://doi.org/10.2478/mosr-2022-0008

Keywords
brand, brand ambassador, employee branding, marketing communication, consumer behavior

© 2022 Miglė Šontaitė-Petkevičienė et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Employees as Brand Ambassadors: A Case Study Exploring the Impact of Employees’ Communication on Consumer Behavior

Published Online: Oct 18, 2022

Page range: 135 - 154

Received: Feb 20, 2022

Accepted: Aug 10, 2022

DOI: https://doi.org/10.2478/mosr-2022-0008

Keywordsbrand, brand ambassador, employee branding, marketing communication, consumer behavior

© 2022 Miglė Šontaitė-Petkevičienė et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
brand, brand ambassador, employee branding, marketing communication, consumer behavior