Zusammenfassung
Mitarbeiter spielen für den Markenerfolg eines Unternehmens eine zentrale Rolle. Sie sind es, die die Marke nach außen hin verkörpern und durch ihr Verhalten an den Kundenkontaktpunkten das Markenerlebnis der Kunden wesentlich prägen (Berry 2000; Hartline et al. 2000). Die Relevanz markenorientierten Mitarbeiterverhaltens – des so genannten Brand Behavior – belegt zudem eine neue empirische Studie (Henkel et al. 2007), die zeigt, dass der Markenerfolg eines Unternehmens wesentlich davon abhängt, inwieweit die Mitarbeiter das offiziell kommunizierte Markenversprechen in der Interaktion mit den Kunden leben. Mitarbeiter müssen deshalb zu Markenbotschaftern werden. Eine Herausforderung, der sich vor allem Führungskräfte stellen müssen, denn ihr Verhalten hat innerhalb des Unternehmens eine ganz besondere Signalwirkung – im Positiven wie im Negativen. Man denke nur an den neuen Ford-Chef Alan Mulally, der bei seiner Antrittspressekonferenz erklärte, er selbst fahre privat keinen Ford, sondern einen Lexus, weil es das beste Auto auf der Welt sei.
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Morhart, F., Jenewein, W., Tomczak, T. (2012). Mit transformationaler Führung das Brand Behavior stärken. In: Tomczak, T., Esch, FR., Kernstock, J., Herrmann, A. (eds) Behavioral Branding. Gabler Verlag. https://doi.org/10.1007/978-3-8349-7134-0_20
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