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Management of Organizations: Systematic Research
Volume 87 (2022): Issue 1 (June 2022)
Open Access
Employees as Brand Ambassadors: A Case Study Exploring the Impact of Employees’ Communication on Consumer Behavior
Miglė Šontaitė-Petkevičienė
Miglė Šontaitė-Petkevičienė
and
Aušrinė Vaščėgaitė
Aušrinė Vaščėgaitė
| Oct 18, 2022
Management of Organizations: Systematic Research
Volume 87 (2022): Issue 1 (June 2022)
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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.
Miglė Šontaitė-Petkevičienė
PhD, associate professor at Vytautas Magnus University, Faculty of Economics and Management
Lithuania
Aušrinė Vaščėgaitė
MSc from the Faculty of Economics and Management Vytautas Magnus University
Lithuania