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
A dynamic phase model of psychological contract processes
Journal ArticleDOI
The organisation of integrated communications: toward flexible integration
TL;DR: In this paper, a flexible integration approach that draws attention to the handling of difference and variety within the context of an integrated communications project is articulated, and proposes a framework that balances centralisation and decentralisation through attention to dimensions of endogenous control, tight and loose couplings, networks, and common process rules.
Journal ArticleDOI
How can integrated marketing communications and advanced technology influence the creation of customer-based brand equity? Evidence from the hospitality industry.
TL;DR: In this article, the impact of integrated marketing communications on hotel brand equity, considered as a multidimensional construct composed of brand image, perceived quality, and brand loyalty, is investigated.
Journal ArticleDOI
Conceptualization and Measurement of Multidimensionality of Integrated Marketing Communications
Dong Hwan Lee,Chan Wook Park +1 more
TL;DR: This study presents a four-dimensional conceptualization of integrated marketing communications and empirically develops its measurement instrument, which exhibits stable reliabilities and robust validity.
Journal ArticleDOI
One job, one deal…or not: do generations respond differently to psychological contract fulfillment?
TL;DR: This article investigated generational differences in the relation between psychological contract fulfillment and work attitudes and found that different generations respond differently to different aspects of psychological contract fulfilment, such as career development, job content, organizational policies, social atmosphere and rewards.