Inappropriate employee behavior: the effects on consumer attitudes towards the brand

Comportements inappropriés des employés: les effets sur l’attitude des consommateurs vis-à-vis de la marque

Sophie de Villartay (), Eric Julienne () and Annie Banikema ()
Additional contact information
Sophie de Villartay: LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - UEVE - Université d'Évry-Val-d'Essonne - Université Paris-Saclay - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], UEVE - Université d'Évry-Val-d'Essonne
Eric Julienne: LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - UEVE - Université d'Évry-Val-d'Essonne - Université Paris-Saclay - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], UEVE - Université d'Évry-Val-d'Essonne
Annie Banikema: LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - UEVE - Université d'Évry-Val-d'Essonne - Université Paris-Saclay - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], UEVE - Université d'Évry-Val-d'Essonne

Post-Print from HAL

Abstract: Companies encourage their employees to promote the products or values ​​of their brands. Employees are particularly important to brand management because they influence what customers perceive of the organization. However, the whole brand reputation can be destroyed in a few seconds by employees' "inappropriate behaviors". Based on a qualitative exploratory study, this research highlights that three factors can have a negative effect on the attitude of consumers towards the brand in this situation: perceived responsibility of the brand in the behavior of employees, violation of brand promise, and the brand's inadequate response.

Keywords: Brand crisis; Brand promise; Attribution; Employees’ role; Brand reputation; Crise de marque; Promesse de marque; Rôle des employés; Réputation de marque (search for similar items in EconPapers)
Date: 2023-11-30
References: Add references at CitEc
Citations:

Published in 4ème Journée de Recherche sur le Marketing des Ressources Humaines, Association Française du Marketing (AFM), Nov 2023, Paris, France

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04251093

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().