The buy-in benchmark: how staff understanding and commitment impact brand and business performance

Authors :: Thomson, Kevin
de Chernatony, Leslie
Arganbright, Lorrie
Khan, Sajid
Source :: Journal of Marketing Management. Nov, 1999, p819, 1 p.
Publication Year :: 1999
Abstract: A new study examines how greater employee commitment and understanding can have a positive impact on brand and business performance. Research undertaken with 350 managers and employees produces a benchmark of intellectual and emotional buy-in. An evaluation of the impact of buy-in on strengthening company performance is presented.

Subjects :: Marketing -- Measurement
Marketing management -- Research
Advertising, marketing and public relations
Business

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