Employees as a Second Audience: A Scale Development Approach for the Measurement of Quality of External Communications from the Employee's Perspective

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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.
Original languageEnglish
JournalMarketing ZFP - Journal of Research and Management
Volume37
Issue number3
Pages (from-to)126 - 136
Number of pages11
ISSN0344-1369
DOIs
Publication statusPublished - 2015
Externally publishedYes

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