What's Not to Like?

Fram, Eugene H.; McCarthy, Michael S.
July 2004
Marketing Management;Jul/Aug2004, Vol. 13 Issue 4, p36
This article discusses a research on the differences in attitudes between employees who patronize employer brands occasionally or more frequently and employees who never buy their employer's brands. These differences provide clues for improving internal marketing. As used in this study, internal marketing involved the efforts of managers to motivate employees to purchase each firm's products and then to have them become brand champions when talking with friends and family. Our results indicate that 44% of employees claim to buy their employers' own brands all of the time, 28% buy three-quarters of the time, 12% buy half of the time, 8% buy less than half of the time, and 8% claim to never buy their employer's brand. While this never buy segment might seem, at first, to be a relatively negligible proportion of employees, we would counter that it may represent an important bellwether group. This segment's attitudes may provide insight into some more general employee attitudes toward the employer. They also may provide some insights into the attitudes of like-minded consumers who reject the brand in the marketplace. They also may provide some insights into the attitudes of like-minded consumers who reject the brand in the marketplace.


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