2023
DOI: 10.1007/s11301-023-00381-1
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Advocating beyond call of duty: a review of employee advocacy and a call for research

Laura De Kerpel,
Anneleen Van Kerckhove
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Cited by 2 publications
(1 citation statement)
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“…Employee streamers differ profoundly from external streamers as they act as brand advocates and marketing instruments (De Kerpel and Van Kerckhove, 2023). Consumers prefer employee streamers who embody the brand, particularly in the hospitality industry where frontline employee behavior significantly influences brand perception (Smith et al , 2021).…”
Section: Introductionmentioning
confidence: 99%
“…Employee streamers differ profoundly from external streamers as they act as brand advocates and marketing instruments (De Kerpel and Van Kerckhove, 2023). Consumers prefer employee streamers who embody the brand, particularly in the hospitality industry where frontline employee behavior significantly influences brand perception (Smith et al , 2021).…”
Section: Introductionmentioning
confidence: 99%