This study illustrates if the Generativity (G) concern of employees influences the Advocacy of a company. G is considered the dimension that passes on and transmits the results of the society and of the future generations. This paper has investigated this topic with a preliminary quantitative analysis conducting a pre-test analysis. The interest is about the G and the employees, as a small sample size, but we have been forced to limit the research and have also opened the ways for further research questions especially on the role of Company Purpose.
Employee Generativity and Company Purpose a theoretical model of their impact on Brand Advocacy / Nevi, Giulia; Perlangeli, Genni. - 9:(2022), pp. 1-11. (Intervento presentato al convegno SIM CONFERENCE 2022 - Next Generation Marketing. Place, People, Planet: cooperation & shared value for a new era of critical marketing. tenutosi a Salerno).
Employee Generativity and Company Purpose a theoretical model of their impact on Brand Advocacy
Nevi Giulia
;Perlangeli Genni
2022
Abstract
This study illustrates if the Generativity (G) concern of employees influences the Advocacy of a company. G is considered the dimension that passes on and transmits the results of the society and of the future generations. This paper has investigated this topic with a preliminary quantitative analysis conducting a pre-test analysis. The interest is about the G and the employees, as a small sample size, but we have been forced to limit the research and have also opened the ways for further research questions especially on the role of Company Purpose.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
