Employee Brand Ambassadors: Motivation & Performance
According to a study published in the Journal of Marketing Management in 2020, employee brand ambassadors can play a key role in both motivation and performance within an organization. The study found that employees who feel a strong sense of identification with their company’s brand are more likely to be motivated and perform at a higher level (Brady & Cronin, 2020). One example of a company that has successfully implemented an employee brand ambassador program is Coca-Cola. In a case study published in the Journal of Marketing Education in 2021, Coca-Cola’s employee brand ambassador program was found to have a number of benefits, including increased employee engagement, improved brand image, and increased sales (Smith et al., 2021). The program involves training employees on the company’s values and messaging, and then empowering them to share this information with customers and the wider community. Cont…
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