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
Linking employer branding and internal branding: establishing perceived employer brand image as an antecedent of favourable employee brand attitudes and behaviours
TL;DR: In this paper, the authors established the symbolic facet of perceived employer brand image (PEBI) as an antecedent of favorable brand-related identification and employee behaviours, namely, corporate brand identification (CBI) and brand citizenship behaviours (BCB).
Journal ArticleDOI
More than grateful: How employee embeddedness explains the link between psychological contract fulfillment and employee extra-role behavior:
TL;DR: Scholars typically view employee responses to psychological contract (PC) fulfillment as a form of reciprocity; in exchange for the organization fulfilling its promises, the employee willingly cont... as discussed by the authors,.
Journal ArticleDOI
Strategic integrated communication: An alternative perspective of integrated marketing communication?
TL;DR: In this article, an analysis of existing literature is presented to stimulate much-needed necessary debate on this phenomenon and advance IMC thinking, which is increasingly being challenged from the perspective of the emerging paradigm of strategic communication.
Journal ArticleDOI
Building better employer brands through employee social media competence and online social capital
Journal ArticleDOI
Talent Management and Employee Outcomes: A Psychological Contract Fulfilment Perspective
TL;DR: In this article, the authors examined a salient mechanism of psychological contract fulfilment through which talent management practices might affect talented employees' outcomes, and found that TM practices not only had a direct positive effect, but also had an indirect effect on talented employee outcomes via psychological-contract fulfilment in both parastatal and banking institutions.