The Impact of Salesperson Look-Brand Personality Congruence on Brand Affect
Branded service encounters, in which various aspects of frontline employees are strategically aligned with the firm’s brand positioning, can be achieved along several dimensions such as employee appearance, manner, and personality. While previous research has mainly focused on behavioral traits of e...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Korean Marketing Association
2018-10-01
|
| Series: | Asia Marketing Journal |
| Subjects: | |
| Online Access: | https://amj.kma.re.kr/journal/vol20/iss3/2/ |