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

Keith Glanfield*, Anna-Lena Ackfeldt, T.C. Melewar

*Corresponding author for this work

Research output: Contribution to journalArticle

Abstract

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.
Original languageEnglish
Article number3
Pages (from-to)63-69
Number of pages7
JournalJournal of General Management
Volume43
Issue number2
Early online date25 Jan 2018
DOIs
Publication statusPublished - 25 Jan 2018

Fingerprint

Consumer value
Consumer markets
Household
Value co-creation
Frontline employees
Corporate branding
Managers
Organizational commitment
Empirical research
Organizational identity
Consumer services
Emergency services
Servicing
Corporate brand

Bibliographical note

© Sage 2018. The final publication is available via Sage at http://dx.doi.org/10.1177/0306307017740184

Keywords

  • corporate brand associations
  • organizational commitment
  • organizational identity
  • S-D logic
  • service exchange
  • value co-creation

Cite this

@article{67f2ee2616204bf6b348c702bc9bb8fd,
title = "Corporate branding’s influence on front-line employee and consumer value co-creation in UK household consumer markets",
abstract = "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 FLEsemployed 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.",
keywords = "corporate brand associations, organizational commitment, organizational identity, S-D logic, service exchange, value co-creation",
author = "Keith Glanfield and Anna-Lena Ackfeldt and T.C. Melewar",
note = "{\circledC} Sage 2018. The final publication is available via Sage at http://dx.doi.org/10.1177/0306307017740184",
year = "2018",
month = "1",
day = "25",
doi = "10.1177/0306307017740184",
language = "English",
volume = "43",
pages = "63--69",
journal = "Journal of General Management",
issn = "0306-3070",
publisher = "Braybrooke Press",
number = "2",

}

TY - JOUR

T1 - Corporate branding’s influence on front-line employee and consumer value co-creation in UK household consumer markets

AU - Glanfield, Keith

AU - Ackfeldt, Anna-Lena

AU - Melewar, T.C.

N1 - © Sage 2018. The final publication is available via Sage at http://dx.doi.org/10.1177/0306307017740184

PY - 2018/1/25

Y1 - 2018/1/25

N2 - 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 FLEsemployed 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.

AB - 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 FLEsemployed 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.

KW - corporate brand associations

KW - organizational commitment

KW - organizational identity

KW - S-D logic

KW - service exchange

KW - value co-creation

UR - http://www.scopus.com/inward/record.url?scp=85041296164&partnerID=8YFLogxK

UR - http://journals.sagepub.com/doi/abs/10.1177/0306307017740184

U2 - 10.1177/0306307017740184

DO - 10.1177/0306307017740184

M3 - Article

AN - SCOPUS:85041296164

VL - 43

SP - 63

EP - 69

JO - Journal of General Management

JF - Journal of General Management

SN - 0306-3070

IS - 2

M1 - 3

ER -