The internal audience of external communications

Research output: Contributions to collected editions/worksPublished abstract in conference proceedingsResearchpeer-review


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.
Original languageEnglish
Title of host publicationAgents of change : Proceedings
Number of pages1
PublisherGriffith Business School
Publication date2014
Publication statusPublished - 2014
Externally publishedYes
EventANZMAC Annual Conference 2014 - Griffith University, Brisbane, Australia
Duration: 01.12.201403.12.2014