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Impact of Front-line Employee Performance on Brand Perception – a Case from AUDI AG

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Serviceorientierung im Unternehmen

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This paper reports on a study challenging the market value of people branding as a modern concept to strengthen brand image by managing brand building employee front-line performance.

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Authors
  1. Sina Fichtel
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  2. Nina Blankenberg
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  3. Stefanie Ammler
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Editor information

Editors and Affiliations

  1. Lehrstuhl für Marketing und Unternehmensführung, Universität Basel, Peter Merian-Weg 6, 4002, Basel

    Manfred Bruhn (Wirtschaftswissenschaftliche Fakultät) (Wirtschaftswissenschaftliche Fakultät)

  2. Lehrstuhl für ABWL und Dienstleistungsmanagement, Katholische Universität Eichstätt-Ingolstadt, Auf der Schanz 49, 85049, Ingolstadt

    Bernd Stauss (Wirtschaftswissenschaftliche Fakultät) (Wirtschaftswissenschaftliche Fakultät)

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Fichtel, S., Blankenberg, N., Ammler, S. (2010). Impact of Front-line Employee Performance on Brand Perception – a Case from AUDI AG. In: Bruhn, M., Stauss, B. (eds) Serviceorientierung im Unternehmen. Gabler. https://doi.org/10.1007/978-3-8349-8577-4_7

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