Employees as a Second Audience: A Scale Development Approach for the Measurement of Quality of External Communications from the Employee's Perspective
Publikation: Beiträge in Zeitschriften › Zeitschriftenaufsätze › Forschung › begutachtet
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in: Marketing ZFP - Journal of Research and Management , Jahrgang 37, Nr. 3, 2015, S. 126 - 136 .
Publikation: Beiträge in Zeitschriften › Zeitschriftenaufsätze › Forschung › begutachtet
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TY - JOUR
T1 - Employees as a Second Audience
T2 - A Scale Development Approach for the Measurement of Quality of External Communications from the Employee's Perspective
AU - Holzer, Matthias
AU - Batt, Verena
AU - Bruhn, Manfred
PY - 2015
Y1 - 2015
N2 - The brand behavior of employees is an important driver of brand success. In this regard, external communications which are perceived by employees to be of high quality represent a crucial determinant of employees’ brand behavior. However, the nature and dimensions of the so-called quality of external communications construct is still unclear. The present paper addresses this research gap. The aim is to develop a measurement instrument for quality of external communications and to examine its effect on employee brand behavior. The empirical findings show that quality of external communications comprises the following six dimensions: timing, target group-specificity, distinguishability, accurate presentation of employees, comprehensibility, and appropriate expenses. In addition, the findings report that quality of external communications positively affects – via brand identification – employees’ brand behavior.
AB - The brand behavior of employees is an important driver of brand success. In this regard, external communications which are perceived by employees to be of high quality represent a crucial determinant of employees’ brand behavior. However, the nature and dimensions of the so-called quality of external communications construct is still unclear. The present paper addresses this research gap. The aim is to develop a measurement instrument for quality of external communications and to examine its effect on employee brand behavior. The empirical findings show that quality of external communications comprises the following six dimensions: timing, target group-specificity, distinguishability, accurate presentation of employees, comprehensibility, and appropriate expenses. In addition, the findings report that quality of external communications positively affects – via brand identification – employees’ brand behavior.
KW - Management studies
U2 - 10.15358/0344-1369-2015-3-126
DO - 10.15358/0344-1369-2015-3-126
M3 - Journal articles
VL - 37
SP - 126
EP - 136
JO - Marketing ZFP - Journal of Research and Management
JF - Marketing ZFP - Journal of Research and Management
SN - 0344-1369
IS - 3
ER -