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Inappropriate employee behavior: the effects on consumer attitudes towards the brand
[Comportements inappropriés des employés : les effets sur l’attitude des consommateurs vis-à-vis de la marque]

Author

Listed:
  • sophie de villartay

    (LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - UEVE - Université d'Évry-Val-d'Essonne - Université Paris-Saclay - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], UEVE - Université d'Évry-Val-d'Essonne)

  • Eric Julienne

    (LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - UEVE - Université d'Évry-Val-d'Essonne - Université Paris-Saclay - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], UEVE - Université d'Évry-Val-d'Essonne)

  • Annie Banikema

    (LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - UEVE - Université d'Évry-Val-d'Essonne - Université Paris-Saclay - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], UEVE - Université d'Évry-Val-d'Essonne)

Abstract

Companies encourage their employees to promote the products or values ​​of their brands. Employees are particularly important to brand management because they influence what customers perceive of the organization. However, the whole brand reputation can be destroyed in a few seconds by employees' "inappropriate behaviors". Based on a qualitative exploratory study, this research highlights that three factors can have a negative effect on the attitude of consumers towards the brand in this situation: perceived responsibility of the brand in the behavior of employees, violation of brand promise, and the brand's inadequate response.

Suggested Citation

  • sophie de villartay & Eric Julienne & Annie Banikema, 2023. "Inappropriate employee behavior: the effects on consumer attitudes towards the brand [Comportements inappropriés des employés : les effets sur l’attitude des consommateurs vis-à-vis de la marque]," Post-Print hal-04251093, HAL.
    • Handle: RePEc:hal:journl:hal-04251093
    as

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