TY - CHAP

T1 - The internal audience of external communications

AU - Holzer, Matthias

AU - Batt, Verena

AU - Bruhn, Manfred

PY - 2014

Y1 - 2014

N2 - Research, so far, has not dealt with the employee’s appraisal of external communications quality and its effect on employee brand behavior. The present paper addresses this research gap. Thus, a scale for measuring the quality of external communications construct is developed. For this purpose, interviews were conducted with employees from different companies and industries. In these interviews we asked the survey participants about their associations with a high quality of external communications. Furthermore, the quality of external communications scale is empirically tested by surveying 301 employees of one company. The results reveal that it consists of six factors: clarity, differentiation, target group-specificity, accurate presentation of employees, timing and adequacy of costs. Furthermore, the results disclose that a high standard in the quality of external communications affects employee brand behavior. Thus, this paper emphasizes the importance of considering the employees’ perspective of external communications as a crucial driver of brand success.

AB - Research, so far, has not dealt with the employee’s appraisal of external communications quality and its effect on employee brand behavior. The present paper addresses this research gap. Thus, a scale for measuring the quality of external communications construct is developed. For this purpose, interviews were conducted with employees from different companies and industries. In these interviews we asked the survey participants about their associations with a high quality of external communications. Furthermore, the quality of external communications scale is empirically tested by surveying 301 employees of one company. The results reveal that it consists of six factors: clarity, differentiation, target group-specificity, accurate presentation of employees, timing and adequacy of costs. Furthermore, the results disclose that a high standard in the quality of external communications affects employee brand behavior. Thus, this paper emphasizes the importance of considering the employees’ perspective of external communications as a crucial driver of brand success.

KW - Media and communication studies

KW - quality of external communications

KW - employees

KW - brand identification

KW - brand behavior

M3 - Published abstract in conference proceedings

T3 - ANZMAC Conference

SP - 68

BT - Agents of change

PB - Griffith Business School

T2 - ANZMAC Annual Conference 2014

Y2 - 1 December 2014 through 3 December 2014

ER -