Negative impact of emotional labor on a corporate image: The case of Amway Poland

Abstract

This article analyzes the effect of the emotionality of Polish direct sales representatives on the corporate image of Amway Poland in mainstream media. The findings are based on the interpretative analysis of public discourse on multi-level marketing in Poland. The article concludes that business practitioners that are willing to apply some forms of emotion management in a different country should be especially sensitive to its prevailing forms of emotionality. Learning which behavior is and is not acceptable in a society could be accomplished by conducting analysis of its public discourse.