Review paper
Silence from the brands: message control, brand ambassadorship, and the public interest
Volume: 23, Issue: 3, Pages: 259 - 280
Published: Apr 2, 2020
Abstract
Purpose Internal aspects of public sector branding have received limited attention in existing research. The purpose is to examine, firstly, how public managers experience and handle the tension between empowering employees to be dedicated brand ambassadors while at the same time regulating their voice, and secondly, to outline some implications of aligning employee voice with the organization's brand, especially for the public interest....
Paper Details
Title
Silence from the brands: message control, brand ambassadorship, and the public interest
Published Date
Apr 2, 2020
Volume
23
Issue
3
Pages
259 - 280
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