The internal audience of external communications
Research output: Contributions to collected editions/works › Published abstract in conference proceedings › Research › peer-review
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The internal audience of external communications. / Holzer, Matthias; Batt, Verena ; Bruhn, Manfred.
Agents of change: Proceedings. Griffith Business School, 2014. p. 68 (ANZMAC Conference).Research output: Contributions to collected editions/works › Published abstract in conference proceedings › Research › peer-review
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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 -