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- W2009583791 abstract "Abstract How can managers elicit brand-building behaviors on the part of frontline employees? When comparing brand-specific “transactional” and “transformational” leadership styles, the latter clearly outperforms the former. Transactional leaders influence followers through a process of compliance, leading to increased turnover intentions and a decrease in in-role and extra-role brand-building behaviors. In contrast, brand-specific transformational leaders influence followers through a process of internalization, leading to decreased turnover intentions and an increase in in-role and extra-role brand-building behaviors. When combined, however, a medium level of transactional leadership maximizes the positive effects of transformational leadership." @default.
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- W2009583791 date "2011-11-01" @default.
- W2009583791 modified "2023-10-05" @default.
- W2009583791 title "Turning Employees Into Brand Champions: LEADERSHIP STYLE MAKES A DIFFERENCE" @default.
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- W2009583791 doi "https://doi.org/10.2478/gfkmir-2014-0088" @default.
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