Construct · 1 fields · 1 citations

brand-specific leadership: a standalone construct

One name. One construct. A landmark on the map.

● anchor · a standalone construct Nearest construct by meaning·not indexed
brand-specificleadership1 CONSTRUCTBrand-specificMORHART · BRANDING

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Branding

managers' transformational and transactional leadership aimed at the corporate brand, which turns employees into supporters who act on the brand's behalf.

In branding, brand-specific leadership refers to managers' transformational and transactional leadership aimed at the corporate brand, which turns employees into supporters who act on the brand's behalf. This meaning comes from Morhart (2009) in Journal of Marketing.[1]

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Nearby constructs

leadership3 fields · 4 citationsjingle · one word, three constructstransformational leadership4 names · 6 citationsjangle · one construct, many style names

References

  1. Morhart, F. M., Herzog, W., & Tomczak, T. (2009). Brand-Specific Leadership: Turning Employees into Brand Champions. Journal of Marketing, 73(5), 122-142. https://doi.org/10.1509/jmkg.73.5.122

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