A direct connection exists between employee attitudes and sales, according to a study to be published shortly in the Strategic Management Association Journal as reported in the New York Times. Based on a survey of over 4,000 customers and employees at multiple branches of nine service companies, the study found that sales growth was based more on what employees felt about the company than "society at large." According to one of the study's authors, Michael Kamins, a business professor at the State University of New York at Stony Brook, the study found that, while customers tend to forget their positive feelings toward a company, customers' perceptions increased significantly when the company's employees had a much better attitude than expected. More proof that a company's brand is cemented by employees, not advertising.