Relationship between integrated communication effectiveness and employee-based brand equity – mediating role of psychological contract fulfillment
07 May 2021-Journal of Product & Brand Management (Emerald Publishing Limited)-Vol. 30, Iss: 6, pp 883-897
TL;DR: 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.
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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.
Abstract: PurposeThis article explores how internal communication impacts happiness at work and intrapreneurship through the dimensions of communication climate and communication in meetings.Design/methodology/approachLiterature analysis and quantitative empirical data collection are used to achieve this study's purpose. The study employed a non-experimental, cross-sectional, explanatory design. A questionnaire of closed-ended questions was used, adapted from validated scales for measuring constructs, and apply to 156 employees of industrial, service and commercial companies in the Northeast of Mexico. The analysis techniques used included exploratory factor analysis and structural equation modelling.FindingsIn the descriptive analysis of the data, the authors find that 57.7% of the sample is satisfied with the communication climate, 28.85% moderately satisfied, and 13.47% dissatisfied. Regarding the levels of happiness at work, high (71.15%), medium (21.15%) and low (7.7%) levels were found. In intrapreneurship, high (67.31%), medium (26.92%) and low (5.77%) levels were found. The exploratory factorial analysis showed that the instrument was adequate for measuring the variables. Good correlations were also found between the items that make up each variable. Finally, the relationship between internal communication, measured by the dimensions of communicative climate and communication in meetings, and happiness at work was verified using the structural equation technique. The latter has a positive impact on intrapreneurship.Research limitations/implicationsThis article has some theoretical and methodological limitations like any other academic work. They would be interesting to address in future research. In this way, it is possible to empirical examine the variables of intrapreneurship, internal communication and happiness (Ravina-Ripoll et al., 2021c). The first is the study's cross-sectional design and data collection by a non-probabilistic sample, carried out in a single source. Both aspects mean that our study is not free of corresponding biases; this may result in the findings of the present work not being statistically correct. The second derives from the absence in the literature of structural equation modelling studies that analyse the constructs that make up the object of this academic work in a multidimensional way. However, although an influence I show between the variables, it is recommended to take the data with discretion. There is still a need for more empirical evidence to support these relationships before generalised results can be presumed. Despite the remarkable progress made in recent years in the literature on the three dimensions of this article, few scientific studies examine inferentially how internal communication and intra-entrepreneurship influence employees' happiness at work in today's digital society. The authors of this academic work consider it attractive for future research to address the analysis of internal communication strategic management models. It is a robust driver of intra-entrepreneurship and employee happiness in organisations (Galván-Vela et al., 2022a). In conclusion, from this heuristic perspective, companies can improve, on the one hand, their competitive position in the market. Their managers must cultivate an organisational culture that emphasises internal communication as a catalyst for innovation, employee loyalty, and productive efficiency. On the other hand, companies will be able to invigorate their corporate image to face the significant challenges in the globalised economy, thus to become sustainable, humane, ecological intra-entrepreneurial corporations (Galván-Vela et al., 2021a). It may lead to a more social, inclusive, prosperous and egalitarian ecosystem. In this way, it makes the culture of organisations around the pillars of happiness management, social marketing and the Sustainable Development Goals shine (Galván-Coronil et al., 2021).Practical implicationsThis section does not attempt to argue that internal communication and intrapreneurship constitute two intangible resources that improve organisations' productivity and collective happiness (Lee and Kim, 2022). However, it is necessary to clarify that the results achieved in this academic study show two fundamental aspects. The first is to invite managers of companies in the post-Covid-19 era to cultivate a culture based on happiness management. It makes internal communication a fast vehicle that exponentially boosts intrapreneurship, among other things (Castillo-Abdul et al., 2021). To this end, their strategic management models must carry out a diametrical shift in their innovation and internal communication actions. On the one hand, it allows for building loyalty among their creative talent. It does this by creating an organisational climate that encourages interpersonal relationships, the spirit of teamwork, collaborative participation, and disruptive thinking (Thelen and Formanchuk, 2022). On the other hand, promoting an ethical, assertive and empathetic leadership style proactively stimulates the commitment, trust and passion for the work of all members of the company (Men and Yue, 2019). The second is to emphasise implementing a constructive, friendly and positive intra-organisational language. In this way, it is dynamising the collective happiness of its human capital through the figure of the Chief Happiness (Jiménez-Marín et al., 2021b).Originality/valueIntrapreneurship, internal communication and happiness at work are topics of great interest in academic agendas in recent years. It is basically because these three dimensions, individually or jointly, have positive effects on the productivity of organisations. However, no research flow evidences our theoretical model proposed in this article. Therefore, there is a need for future studies that advance the literature in the area of business. In this way, we will have more data on how these constructs affect the life of organisations in the post-Covid 19 eras.
7 citations
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.
Abstract: Brand equity brings about a plethora of positive outcomes for customers (e.g., customer brand advocacy, consumer preference, brand choice, and positive word-of-mouth) and for organizations (such as brand reputation, market success, and market share). Despite the importance of brand equity in hotels, there are few previous studies in the field that have examined hotel brand equity and the factors that influence it. Therefore, it is necessary to investigate brand equity in hotels and identify the factors that affect it, such as customer social participation (CSP). Additionally, the research aimed to examine the impact of brand equity on customer brand advocacy. For accomplishing these objectives and testing the study hypotheses, the questionnaire was used as a data collection tool. The questionnaire forms were distributed to a convenience sample of 760 customers from 19 investigated hotels in Greater Cairo. However, 456 valid questionnaires were analyzed, with a response rate of 60 percent. The main results showed that CSP was found to positively influence all five dimensions of brand equity. Furthermore, the results showed that brand equity positively affects brand advocacy. Therefore, hotel practitioners should continue to work on improving the areas of CSP in social media brand communities (SMBC), brand equity, and customer brand advocacy by actively managing their own SMBC, focusing on various gratifications obtained in the context of social media (e.g., incentives), and enhancing the brand communities, which smooth the progress of customer brand advocacy.
1 citations
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.
Abstract: This study aims to investigate the impact of justice perception of the employees on three dimensions of employee-based brand equity (EBBE) under the mediating role of psychological contract fulfillment. For this purpose, data have been collected from the employees of the education industry under the convenience sampling technique. In this regard, a survey method was used, and questionnaires were distributed among 420 respondents, out of which 310 questionnaires were received back, and after discarding 32 partially filled questionnaires, useable responses were left (279 observations). Data have been analyzed through structural equation modeling, and the partial least square (PLS)-SEM approach has been used in this regard through the Smart PLS software. Measurement and structural models were assessed, and all the indicators of reliability and validity have been found to be fit. Path estimation indicates that perception of justice promotes brand endorsement and brand allegiance, while the relationship of perception of justice and brand-consistent behavior has not been found statistically significant. Moreover, it has also been found that perception of justice ensures employees that their psychological contract has been met. In addition, psychological contract fulfillment has found a mediating mechanism between the perception of justice and the three dimensions of EBBE.
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.
Abstract: Keller’s seminal paper on “Conceptualizing, Measuring and Managing Customer-Based Brand Equity” published in 1993 in the Journal of Marketing represents a starting point for researching the brand equity construct. However, in the last 10 years, with tremendous development of (communication) technology and, lately, with COVID-19 pandemic, things have changed and most brands moved their businesses to the on-line environment. Because of that, the concept of brand equity should be reconsidered. This paper reviews literature on brand equity in digital era by spotting gaps and finding fruitful areas for future research. To that end, bibliometric analysis followed by a narrative review of articles published in the Web of Science database is conducted. The paper will contribute to the brand management literature by offering streams for new research.
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.
Abstract: This study explores 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. A total of 3457 employees filled out a questionnaire on internal communication satisfaction and employer attractiveness; 1805 just before the first COVID-19 outbreak in Europe and 1652 after the first outbreak. Multi-group structural equation modelling was conducted to examine how the relationship between internal communication satisfaction and employer attractiveness changed as a result of the crisis. The effect of different internal communication aspects on employer attractiveness was altered. Horizontal communication remained only significant determinant of positive employer perception even after the crisis. Channels of internal communication and informal internal communication lost their significant influence on employer perception, whereas communication climate and level of available corporate information gained significant influence. This study elucidates how an external crisis alters the relationship between internal communication and employer branding and can help organizations optimize their communication strategies during and after a major crisis to retain and attract desired employees.
References
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TL;DR: In this paper, a cross-sectional survey of 282 social media users was conducted to estimate the conceptual model and found that influencer interactivity is positively related to influencer authenticity and emotional attachment.
Abstract: This paper aims to present a mechanism that explains how followers become loyal to social media influencers. It suggests influencer interactivity as a unique feature of influencer brands and investigates how it affects influencer authenticity, emotional attachment, and thus brand loyalty.,A cross-sectional survey of 282 social media users was conducted to estimate the conceptual model. Participants were asked to respond to the survey questions based on their perceptions of a specific influencer they follow on social media. The relationships among variables were tested via structural equation modeling.,The findings show that influencer interactivity is positively related to influencer authenticity and emotional attachment. Influencer authenticity mediates the effect of interactivity on emotional attachment and directly affects brand trust. Furthermore, the results demonstrate that followers’ emotional attachment to influencer brands increases brand loyalty through brand trust.,This study is the first to approach influencers as a brand, rather than a brand endorser. Specifically, this study conceptualizes the influencer brand’s interactivity and finds a link between influencer interactivity and the followers’ perception of influencer authenticity. It discusses why influencer interactivity and authenticity play key roles in shaping influencer brand equity. This study contributes to both the human brands and the influencer marketing literature by proposing a model to understand how the brand equity of the influencer brand is formed.
77 citations
TL;DR: In this article, the authors demonstrate how tensions and challenges associated with the implementation of integrated communications in practice have intensified in recent years under the impact of two conflicting trends: new social and organizational "drivers" towards integration; and the appearance of savvy and sophisticated audiences.
Abstract: Purpose – The purpose of this paper is to demonstrate how tensions and challenges associated with the implementation of integrated communications in practice have intensified in recent years under the impact of two conflicting trends: new social and organizational “drivers” towards integration; and the appearance of savvy and sophisticated audiences.Design/methodology/approach – Taking the point of departure in now classical discussions of structural “barriers” to integration, today more fundamental difficulties limit the implementation of integrated communications – difficulties rooted in epistemological issues of organization and communication are argued.Findings – Integrated communications present a paradox to contemporary communication management. On the one hand, integration seems to be the most logical and sensible way of managing communications in a complex world of multiple and critical audiences. On the other hand, its prescriptions are essentially at odds with what is known today about organizat...
73 citations
TL;DR: In this paper, the authors provide a conceptual approach to customer-centric integrated marketing communication (IMC) by deriving new lines of thinking from a review of existing literature relating to the concept of IMC.
Abstract: Purpose
Despite decades of scientific and practical experience in the field of integrated marketing communication (IMC), little is known about the role of IMC in the era of new media. The purpose of the present paper is to undertake a first step to close this gap by proposing thought-provoking impulses for customer-centric IMC. This is done by discussing central premises of customer-centric IMC in terms of the changed conditions on the media markets, its challenges and principles and its implementation issues.
Design/methodology/approach
The paper provides a conceptual approach to customer-centric IMC by deriving new lines of thinking from a review of existing literature relating to the concept of IMC.
Findings
The paper positions customer-centric IMC as an important advancement of IMC. It shows that the most important new lines of thinking which could be adopted as strategic components of customer-centric IMC are relationship orientation, content orientation and process orientation. The paper thus suggests that customer-centric IMC is a balancing act between a company’s own branding activities and the integration of customer-centered issues.
Originality/value
The originality of this paper resides in a detailed conceptual discussion of new insights into a customer-centric IMC. In contrast to existing work on IMC, this paper threads together the existing perspectives on IMC (inside-out and outside-in) to highlight the potential role of IMC in the era of social media (customer-centric IMC) by adding an outside-out view to the concept of IMC.
69 citations
TL;DR: In this paper, the authors investigated the relationship between the IMC, ICT, and brand-equity concepts in the hotel sector, while adopting a consumer-centric approach to describe the relationships that exist between these variables through the causal model of investigation.
Abstract: The concept of integrated marketing communications (IMC) has received considerable attention in the marketing literature over the past decade. Boosted by advancements in information and communication technology (ICT), IMC is starting to be considered as an element that contributes to creation of brand equity. This research studies, in greater detail, the IMC, ICT, and brand-equity concepts in the hotel sector, while adopting a consumer-centric approach. In particular, it intends to describe the relationships that exist between these variables through the causal model of investigation. A total of 101 guests were interviewed in 13 hotels in Dalmatia, the largest region on the coast of Croatia. The analysis of guest perceptions, using the partial least square technique, confirms a positive influence of ICT on IMC implementation as well as a positive impact of IMC on dimensions of hotel brand equity: (a) brand image, (b) perceived quality, and (c) brand loyalty.
67 citations
TL;DR: In this paper, the authors report on the results of a survey of 144 workers employed at 37 day care centers in a medium sized Canadian city, finding that their perspectives were more disaggregated for entry than for exit, where branding attributes were more strongly correlated.
Abstract: Purpose – The aim of this paper is to address three broad questions: Are preferences for branding attributes similar for entry and for retention? Are there generational and career stage differences in one's entry and exit priorities? How is current satisfaction with brand image attributes related to overall commitment, satisfaction and retention? Design/methodology/approach – This paper reports on the results of a survey of 144 workers employed at 37 day care centers in a medium sized Canadian city. Findings – Although the level of respondents' priorities for entry and exit differed, most priorities remained in the same order. However, their perspectives were more disaggregated for entry than for exit, where branding attributes were more strongly correlated. Consistent with the exploration stage of career development, younger people planned to stay a shorter length of time with a particular center. Research limitations/implications – This study includes only child care workers in a small geographic region...
52 citations