Journal ArticleDOI
Relationship between integrated communication effectiveness and employee-based brand equity – mediating role of psychological contract fulfillment
R. Deepa,Rupashree Baral +1 more
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
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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.
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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
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Journal ArticleDOI
An integrative review of employer branding and OB theory
TL;DR: A review of the existing literature linked to the emerging field of employer branding, with a view to adding insight from the perspective of the management of human resources, is presented in this article.
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The role of multichannel integration in customer relationship management
Adrian Payne,Pennie Frow +1 more
TL;DR: In this paper, the strategic role of multichannel integration in customer relationship management (CRM) with the objective of proposing a structured approach to the development of an integrated multi-channel strategy is reviewed.
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Author Guidelines for Reporting Scale Development and Validation Results in the Journal of the Society for Social Work and Research
TL;DR: Cabrera-Nguyen et al. as mentioned in this paper present guidelines for the use of psychometrically sound assessment instruments for evidence-based social work research and evidence based social work practice.
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Exploring the relationship between corporate, internal and employer branding
TL;DR: In this paper, the authors explored and demonstrated how the three concepts of branding are interrelated through a new framework, and highlighted the importance of employer branding and internal branding, and its potential to support the corporate brand building initiatives.
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A Conceptualization of the Employee Branding Process
TL;DR: In this article, the authors propose a conceptual model of the employee branding process in which the employee brand image is driven by the messages employees receive and the mechanisms within employees' psyches that enable them to make sense of those messages.