Between disenchantment and pragmatism, how employees face inconsistencies between the brand and their work experience (notice n° 683782)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01718cam a2200229 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250121204059.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Berger-Remy, Fabienne |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Between disenchantment and pragmatism, how employees face inconsistencies between the brand and their work experience |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2020.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 24 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Companies, especially those operating in the services sector, have understood the importance of soliciting their employees as brand ambassadors. Internal branding refers to an array of practices aimed at acculturating employees to the brand, so that they adopt a brand-supporting behavior, especially when in contact with customers. This exploratory study, based on professional life stories, focuses on the reactions of employees facing an inconsistency between brand values and their daily work. Based on developments in the theory of cognitive dissonance, it shows that the relationship between employees and the brand is micro-situated and dynamic, and that it evolves according to initial attachment, work experiences, individual characteristics, and the social environment. From these results, an evolution of internal branding that better takes into account the situation of employees can be envisioned. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | authenticity |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | commodification process |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | connoisseurship |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | gastronomic and Bacchic brotherhoods |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Delmas, Sylvain |
| Relator term | author |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | de Villartay, Sophie |
| Relator term | author |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Décisions Marketing | o 99 | 3 | 2020-09-25 | p. 37-59 | 0779-7389 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/journal-decisions-marketing-2020-3-page-37?lang=en&redirect-ssocas=7080">https://shs.cairn.info/journal-decisions-marketing-2020-3-page-37?lang=en&redirect-ssocas=7080</a> |
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