Journal ArticleDOI
Relationship between integrated communication effectiveness and employee-based brand equity – mediating role of psychological contract fulfillment
R. Deepa,Rupashree Baral +1 more
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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
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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.
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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
A social exchange theory framework for understanding the job characteristics–job outcomes relationship: the mediating role of psychological contract fulfillment
TL;DR: This article integrated the job demands-resources model and the concept of psychological contract fulfillment into a social exchange theory process framework to improve our understanding how and when job characteristics interact to influence job outcomes, and found evidence to support their hypothesized relationships between job characteristics (job demands and job resources) and job outcomes (job satisfaction and organizational commitment).
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Employee brand equity: Scale development and validation
TL;DR: In this paper, an employee brand equity (EBE) scale is proposed to assess the effectiveness of IBM activities, based on the internal brand management (IBM) literature through the conceptualisation and operationalisation of the EBE construct.
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Mapping the domain of the fragmented field of internal branding
Fathima Saleem,Oriol Iglesias +1 more
TL;DR: In this paper, a systematic review of the internal branding and employer branding literature following previously established procedures was conducted, and the authors concluded that internal branding comprises five key components within a supportive corporate culture, namely, brand ideologies, brand leadership, brand-centred human resource management (HRM), internal brand communication and internal brand communities.
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Unlocking the Power of Integrated Marketing Communications: How Integrated Is Your IMC Program?
TL;DR: In this paper, the authors describe seven integrated marketing communications (IMC) choice criteria that marketers can use to judge how effectively and efficiently they have assembled their IMC programs, and outline five priority areas for future research to help further guide the successful design and implementation of IMC systems.
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Employee-Based Brand Equity: Why Firms with Strong Brands Pay Their Executives Less:
TL;DR: In this article, the authors examine the concept of employee-based brand equity, the value that a brand provides to a firm through its effects on the attitudes and behaviors of its employees, and empirically demonstrate its significance on executive pay.