In contrast, we define brand-specific TRL as a leader’s
approach to motivating his or her followers to act on behalf
of the corporate brand by appealing to a contingency rationale
in followers’
minds. Brand-specific TRL is manifest in
behaviors such as (1) specifying behavioral standards for
appropriate exertion of followers’ roles as brand representaves
and offering
rewards
when role expectations
are met
(brand-specific
adaptation of contingent reward)
and (2)
clarifying
what constitutes ineffective
performance of a
brand
representative
and punishing employees
for not being
in
compliance with these standards. The
latter involves
closely
monitoring employees
for deviances,
mistakes,
and
errors
and then taking corrective
action when they
occur