Punjaisri, Khanyapuss, Evanschitzky, Heiner and Rudd, John M. (2013) Aligning employee service recovery performance with brand values : the role of brand-specific leadership. Journal of Marketing Management, 29 (9-10). pp. 981-1006. doi:10.1080/0267257X.2013.803144 ISSN 0267-257X.

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Abstract

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.

Item Type:	Journal Article
Divisions:	Faculty of Social Sciences > Warwick Business School
Journal or Publication Title:	Journal of Marketing Management
Publisher:	Routledge
ISSN:	0267-257X
Official Date:	2013
Dates:	Date Event 2013 Published
Volume:	29
Number:	9-10
Page Range:	pp. 981-1006
DOI:	10.1080/0267257X.2013.803144
Status:	Peer Reviewed
Publication Status:	Published
Access rights to Published version:	Restricted or Subscription Access

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