@inbook{2da6482e9b324c75bbf1babc1f7640c9,
title = "Service Employees as Brand Champions: The Effects of Service Employees{\textquoteright} Branding Behaviors on Brand Outcomes",
abstract = "In an era of rapid development and growth of service industries, both researchers and practitioners have recognized that employee performance plays a critical role in the success of a service brand (Berry, 2000; Brakus et al., 2009; Keller, 2001; O{\textquoteright}Cass and Grace, 2004). Indeed, customers{\textquoteright} perceptions of a service brand often depend on the behavior of frontline employees (Berry, 2000; Keller, 2001; Morhart et al., 2009; O{\textquoteright}Cass and Grace, 2003). Therefore, the role of frontline employees in ensuring organizational brand perceptions and outcomes is of particular importance for service firms (Berry, 2000; O{\textquoteright}Cass and Grace, 2003).",
keywords = "Brand Image, Courteous Behavior, Customer Satisfaction, Service Employee, Service Firm",
author = "Lin, {Jiun Sheng Chris} and Lin, {Cheng Yu} and Chou, {En Yi}",
note = "Publisher Copyright: {\textcopyright} 2016, Academy of Marketing Science.",
year = "2016",
doi = "10.1007/978-3-319-24184-5_198",
language = "???core.languages.en_GB???",
series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",
publisher = "Springer Nature",
pages = "817--820",
booktitle = "Developments in Marketing Science",
}