Situational brand ambassadorship - a study of how part-time employees make sense of themselves as brand ambassadors
The aim of this research is to understand and unpack the phenomenon of brand ambassadorship by examining the sensemaking and actualization as well as the consequences of it. The study adopts an employee-perspective on brand ambassadorship to scrutinize the phenomenon in terms of what is here referred to as ’situational’ brand ambassadorship. The employee-perspective has been often neglected in pre