Aligning employee service recovery performance with brand values:the role of brand-specific leadership


This study investigates the effects of brand-specific leadership on employees' brand-aligned service recovery performance (SRP). In order to do so, we empirically test a conceptual model of relationships between brand-specific transformational leadership (TFL) and transactional leadership (TRL), trust in leader and in corporate brand, brand identification, and SRP from employees' perspectives. It is the first study to incorporate trust in corporate brand into the framework. Results from a study of 246 customer-contact employees show that brand-specific TFL has a positive impact on all variables studied, while brand-specific TRL is ineffective in fostering brand-building behaviours. More specifically, brand-specific TFL's effects on employee SRP are mediated by trust in the leader, trust in the corporate brand, and brand identification. Implications and future research directions are discussed.

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Divisions: College of Business and Social Sciences > Aston Business School > Marketing & Strategy
College of Business and Social Sciences > Aston Business School > Economics, Finance & Entrepreneurship
Additional Information: This is an Author's Accepted Manuscript of an article published in Punjaisri, K., Evanschitzky, H., & Rudd, J. (2013). Aligning employee service recovery performance with brand values: the role of brand-specific leadership. Journal of marketing management, 29(9-10), 981-1006. Journal of marketing management 2013 © Westburn Publishers, Taylor & Francis, available online at:
Uncontrolled Keywords: identification,leadership,service recovery,structural equation modelling,trust,Marketing,Strategy and Management
Publication ISSN: 1472-1376
Last Modified: 09 Jul 2024 07:02
Date Deposited: 18 Oct 2013 11:18
Full Text Link: http://www.tand ... 57X.2013.803144
Related URLs: http://www.scop ... tnerID=8YFLogxK (Scopus URL)
PURE Output Type: Article
Published Date: 2013
Published Online Date: 2013-09-02
Authors: Punjaisri, Khanyapuss
Evanschitzky, Heiner (ORCID Profile 0000-0003-1013-7679)
Rudd, John



Version: Accepted Version

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