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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Employees as a Second Audience: A Scale Development Approach for the Measurement of Quality of External Communications from the Employee's Perspective. / Holzer, Matthias; Batt, Verena ; Bruhn, Manfred.
In: Marketing ZFP - Journal of Research and Management , Vol. 37, No. 3, 2015, p. 126 - 136 .

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@article{e29b18c1cf244154a198a2e12e20c859,
title = "Employees as a Second Audience: A Scale Development Approach for the Measurement of Quality of External Communications from the Employee's Perspective",
abstract = "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{\textquoteright} 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{\textquoteright} brand behavior.",
keywords = "Management studies",
author = "Matthias Holzer and Verena Batt and Manfred Bruhn",
year = "2015",
doi = "10.15358/0344-1369-2015-3-126",
language = "English",
volume = "37",
pages = "126 -- 136 ",
journal = "Marketing ZFP - Journal of Research and Management ",
issn = "0344-1369",
publisher = "C.H. Beck Verlag",
number = "3",

}

RIS

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 -