Corporate branding’s influence on front-line employee and consumer value co-creation in UK household consumer markets


General managers are presented with an extensive opportunity to innovate and gain market advantage from front-line employees (FLEs) and consumers working together to exchange services and co-create value. To do this, general managers need to understand more about what influences the content and quality of FLE and consumer service exchanges? What predisposes FLEs to commit to service exchange and value co-creation? And what organizational phenomena can general managers use to influence this predisposition? This article presents results from an empirical research study of FLEs employed by a firm that provides installation, servicing and emergency services to domestic households across the United Kingdom. The study reveals the importance of the firm’s corporate brand in its influence upon FLE’s sense of membershipand attachment to a firm (organizational identity) and the consequent effect of this on their predisposition for serviceexchange (organizational commitment), that is, whether FLEs want to remain in their role, because they feel they ought to,want to or they have too much to lose by leaving.

Publication DOI:
Divisions: College of Business and Social Sciences > Aston Business School > Marketing & Strategy
Additional Information: © Sage 2018. The final publication is available via Sage at
Uncontrolled Keywords: corporate brand associations,organizational commitment,organizational identity,S-D logic,service exchange,value co-creation,Business, Management and Accounting (miscellaneous),Strategy and Management
Publication ISSN: 1759-6106
Last Modified: 08 Jul 2024 07:38
Date Deposited: 19 Feb 2019 14:37
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Related URLs: http://www.scop ... tnerID=8YFLogxK (Scopus URL)
http://journals ... 306307017740184 (Publisher URL)
PURE Output Type: Article
Published Date: 2018-01-25
Published Online Date: 2018-01-25
Accepted Date: 2017-10-16
Authors: Glanfield, Keith
Ackfeldt, Anna-Lena (ORCID Profile 0000-0002-9697-6053)
Melewar, T.C.



Version: Accepted Version

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