---
_id: '5182'
abstract:
- lang: eng
  text: 'Prior brand experiences affect job seekers’ application decisions, as they
    recall service encounters with brands which they have experienced as customers.
    As brand representatives, service employees play a critical role in these recollections.
    Their behaviour might inform job seekers’ understanding of the employer brand,
    thereby affecting their application decision. The impact of the service employee’s
    behaviour might be even more impactful if this behaviour is branded, meaning that
    the employee’s appearance and manner are representative of the brand values. In
    this paper, we analyse whether and how branded service employee behaviour affects
    job seekers’ application intentions. We argue that branded service employee behaviour
    provides two opposing signals: it contributes to consistent evaluations of the
    brand, leading to more brand trustworthiness and enhancing job seekers’ application
    intentions. However, it may also be perceived as inauthentic, reducing job seekers’
    application intentions. Findings from a scenario experiment provide evidence of
    both effects.'
author:
- first_name: Nancy V.
  full_name: Wünderlich, Nancy V.
  last_name: Wünderlich
- first_name: Anja
  full_name: Iseke, Anja
  id: '68702'
  last_name: Iseke
- first_name: Hürrem
  full_name: Becker-Özcamlica, Hürrem
  last_name: Becker-Özcamlica
citation:
  ama: 'Wünderlich NV, Iseke A, Becker-Özcamlica H. Branded Employee Behaviour as
    a Double-Edged Sword: How Perceptions of Service Employees Impact Job Seekers’
    Application Intentions. <i>Journal of Service Management Research</i>. 2020:205-215.
    doi:<a href="https://doi.org/10.15358/2511-8676-2020-4-205">10.15358/2511-8676-2020-4-205</a>'
  apa: 'Wünderlich, N. V., Iseke, A., &#38; Becker-Özcamlica, H. (2020). Branded Employee
    Behaviour as a Double-Edged Sword: How Perceptions of Service Employees Impact
    Job Seekers’ Application Intentions. <i>Journal of Service Management Research</i>,
    205–215. <a href="https://doi.org/10.15358/2511-8676-2020-4-205">https://doi.org/10.15358/2511-8676-2020-4-205</a>'
  bjps: '<b>Wünderlich NV, Iseke A and Becker-Özcamlica H</b> (2020) Branded Employee
    Behaviour as a Double-Edged Sword: How Perceptions of Service Employees Impact
    Job Seekers’ Application Intentions. <i>Journal of Service Management Research</i>
    205–215.'
  chicago: 'Wünderlich, Nancy V., Anja Iseke, and Hürrem Becker-Özcamlica. “Branded
    Employee Behaviour as a Double-Edged Sword: How Perceptions of Service Employees
    Impact Job Seekers’ Application Intentions.” <i>Journal of Service Management
    Research</i>, 2020, 205–15. <a href="https://doi.org/10.15358/2511-8676-2020-4-205">https://doi.org/10.15358/2511-8676-2020-4-205</a>.'
  chicago-de: 'Wünderlich, Nancy V., Anja Iseke und Hürrem Becker-Özcamlica. 2020.
    Branded Employee Behaviour as a Double-Edged Sword: How Perceptions of Service
    Employees Impact Job Seekers’ Application Intentions. <i>Journal of Service Management
    Research</i>: 205–215. doi:<a href="https://doi.org/10.15358/2511-8676-2020-4-205,">10.15358/2511-8676-2020-4-205,</a>
    .'
  din1505-2-1: '<span style="font-variant:small-caps;">Wünderlich, Nancy V.</span>
    ; <span style="font-variant:small-caps;">Iseke, Anja</span> ; <span style="font-variant:small-caps;">Becker-Özcamlica,
    Hürrem</span>: Branded Employee Behaviour as a Double-Edged Sword: How Perceptions
    of Service Employees Impact Job Seekers’ Application Intentions. In: <i>Journal
    of Service Management Research</i> (2020), S. 205–215'
  havard: 'N.V. Wünderlich, A. Iseke, H. Becker-Özcamlica, Branded Employee Behaviour
    as a Double-Edged Sword: How Perceptions of Service Employees Impact Job Seekers’
    Application Intentions, Journal of Service Management Research. (2020) 205–215.'
  ieee: 'N. V. Wünderlich, A. Iseke, and H. Becker-Özcamlica, “Branded Employee Behaviour
    as a Double-Edged Sword: How Perceptions of Service Employees Impact Job Seekers’
    Application Intentions,” <i>Journal of Service Management Research</i>, pp. 205–215,
    2020.'
  mla: 'Wünderlich, Nancy V., et al. “Branded Employee Behaviour as a Double-Edged
    Sword: How Perceptions of Service Employees Impact Job Seekers’ Application Intentions.”
    <i>Journal of Service Management Research</i>, 2020, pp. 205–15, doi:<a href="https://doi.org/10.15358/2511-8676-2020-4-205">10.15358/2511-8676-2020-4-205</a>.'
  short: N.V. Wünderlich, A. Iseke, H. Becker-Özcamlica, Journal of Service Management
    Research (2020) 205–215.
  ufg: '<b>Wünderlich, Nancy V. et. al. (2020)</b>: Branded Employee Behaviour as
    a Double-Edged Sword: How Perceptions of Service Employees Impact Job Seekers’
    Application Intentions, in: <i>Journal of Service Management Research</i>, S.
    205–215.'
  van: 'Wünderlich NV, Iseke A, Becker-Özcamlica H. Branded Employee Behaviour as
    a Double-Edged Sword: How Perceptions of Service Employees Impact Job Seekers’
    Application Intentions. Journal of Service Management Research. 2020;205–15.'
date_created: 2021-03-03T13:16:30Z
date_updated: 2023-03-15T13:49:58Z
department:
- _id: DEP1512
doi: 10.15358/2511-8676-2020-4-205
language:
- iso: eng
page: 205-215
publication: Journal of Service Management Research
publication_identifier:
  issn:
  - 2511-8676
publication_status: published
status: public
title: 'Branded Employee Behaviour as a Double-Edged Sword: How Perceptions of Service
  Employees Impact Job Seekers'' Application Intentions'
type: journal_article
user_id: '45673'
year: 2020
...