Classifying, identifying and managing the service brand saboteur
Abstract
This paper explores the management of brand saboteurs. The literature emphasises the role of the employee in delivering a service brand, and advocates the cultivation of brand ambassadors. Yet there exist saboteurs, employees who work against the brand, and there is a dearth of literature exploring this group. Through 20 in-depth interviews with mangers in the Irish banking and grocery sectors, the researchers identify three types of sabotage:...
Paper Details
Title
Classifying, identifying and managing the service brand saboteur
Published Date
Mar 1, 2008
Journal
Volume
28
Issue
2
Pages
151 - 165
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