Journal ArticleDOI
Relationship between integrated communication effectiveness and employee-based brand equity – mediating role of psychological contract fulfillment
R. Deepa,Rupashree Baral +1 more
Reads0
Chats0
TLDR
In this paper, the authors proposed that effective integrated communication helps an organization fulfill its employer value proposition or employment value proposition (EVP), which results in positive employee behavior in the form of EBBE benefits.Abstract:
This study aims to expand the emerging body of literature on employer branding from the current employee perspective. It proposes that effective integrated communication helps an organization fulfill its employer value proposition or employment value proposition (EVP). A firm that fulfills its brand promise in terms of EVP will derive employee-based brand equity (EBBE) benefits. Integrated communication is effective when employees experience coordination and consistency in brand communication. This influences their perception of psychological contract fulfillment (in terms of EVP attributes), which results in positive employee behavior in the form of EBBE benefits.,The study draws insights from the signaling theory and psychological contract literature which is based on the social exchange theory. The literature on integrated communication, employer branding and internal branding was reviewed to propose the relationships between the variables of interest. Data was collected using a questionnaire survey on 520 employees from the information technology (IT)-business process management industry in India, which is a customer-oriented industry known for its exemplary employer practices.,The findings suggest that integrated communication effectiveness impacts the perceived fulfillment of EVP attributes and EBBE. Again, the fulfillment of the relational value dimension of EVP attributes partially mediates the relationship between integrated communication effectiveness and EBBE.,This study is one of the first to explore employees’ perception of integrated communication effectiveness and fulfillment in terms of EVP attributes as antecedents to EBBE.read more
Citations
More filters
Mapping intrapreneurship through the dimensions of happiness at work and internal communication
Rafael Ravina-Ripoll,Esthela Galván-Vela,Deisy Milena Sorzano-Rodríguez,Missael Ruiz Corrales +3 more
TL;DR: Galván-Vela et al. as mentioned in this paper explored how internal communication impacts happiness at work and intrapreneurship through the dimensions of communication climate and communication in meetings, and found that 57.7% of the sample is satisfied with the communication climate, 28.85% moderately satisfied, and 13.47% dissatisfied.
The Effect of Customer Social Participation in Hotel Social Media Brand Communities on Consumer-Based Brand Equity and Advocacy
Yasser Abdel-Aty,Hytham Deraz +1 more
TL;DR: In this paper , the authors examined the impact of brand equity on customer brand advocacy and found that brand equity positively affects brand advocacy, while customer social participation (CSP) positively influences brand equity.
Journal ArticleDOI
Perception of Justice and Employees’ Brand-Based Equity in the Service Sector: Evidence From Education Industry
TL;DR: In this paper , the authors investigated the impact of perception of justice perception of the employees on three dimensions of employee-based brand equity under the mediating role of psychological contract fulfillment.
Journal ArticleDOI
Brand equity in a digital age: systematic literature review
TL;DR: In this article , a review of the literature on brand equity in the digital era is presented by spotting gaps and finding fruitful areas for future research, and a bibliometric analysis followed by a narrative review of articles published in the Web of Science database is conducted.
Journal ArticleDOI
Effects of an external crisis: How internal communication influences employer brands
Ana Tkalac Verčič,Anja Špoljarić +1 more
TL;DR: In this paper , the authors explored how a major external crisis, like the COVID-19 pandemic, affects employees' perception of their employers, as a result of changes in internal communication practices.
References
More filters
Journal ArticleDOI
Cutoff criteria for fit indexes in covariance structure analysis : Conventional criteria versus new alternatives
Li-tze Hu,Peter M. Bentler +1 more
TL;DR: In this article, the adequacy of the conventional cutoff criteria and several new alternatives for various fit indexes used to evaluate model fit in practice were examined, and the results suggest that, for the ML method, a cutoff value close to.95 for TLI, BL89, CFI, RNI, and G...
Journal ArticleDOI
Common method biases in behavioral research: a critical review of the literature and recommended remedies.
TL;DR: The extent to which method biases influence behavioral research results is examined, potential sources of method biases are identified, the cognitive processes through which method bias influence responses to measures are discussed, the many different procedural and statistical techniques that can be used to control method biases is evaluated, and recommendations for how to select appropriate procedural and Statistical remedies are provided.
Journal ArticleDOI
Job Market Signaling
TL;DR: In this paper, the authors present a model in which signaling is implicitly defined and explains its usefulness, in which the employer is not sure of the productive capabilities of an individual at the time he/she hires him.
Journal ArticleDOI
An Updated Paradigm for Scale Development Incorporating Unidimensionality and Its Assessment
TL;DR: An updated paradigm for scale development that incorporates confirmatory factor analysis for the assessment of unidimensionality is outlined, which involves embedding the unidimensional sets of indicators within a nomological network defined by the complete structural model.
Journal ArticleDOI
Scale Development Research: A Content Analysis and Recommendations for Best Practices
TL;DR: The authors conducted a content analysis on new scale development articles appearing in the Journal of Counseling Psychology during 10 years (1995 to 2004) and uncovered a variety of specific practices that were at variance with the current literature on factor analysis or structural equation modeling, making recommendations for best practices in scale development research in counseling psychology using exploratory and confirmatory factor analysis.