The Effect of communication on employee brand understanding, brand commitment, and brand citizenship behavior: An abstract

Rico Piehler*, Michael Schade, Christoph Burmann

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference abstractpeer-review

Abstract

Because employees are important for building and maintaining brand-customer relationships, managing employee behavior in applying internal brand management (IBM) becomes a critical success factor in brand management. As communication is one of the most powerful tools of organizations to inform employees about the brand, to build affective attachment, and to influence employee behavior, this study investigates the effect of internal and external communication on these employee-related IBM outcomes. Based on a sample of 521 employees working in a German service company in the tourism sector, this study validates the positive direct effect of internal communication usage on the cognitive IBM outcome of brand understanding. The effect on the affective IBM outcome of brand commitment is fully mediated by brand understanding. In addition, the effect on the behavioral IBM outcome of brand citizenship behavior is fully mediated by brand understanding and brand commitment. In contrast, external communication congruence had positive direct effects on brand understanding, brand commitment, and brand citizenship behavior. Therefore, our findings especially highlight the often-overlooked role of external communication for internal brand management. Overall, the study contributes to literature by integrating marketing research (advertising, services marketing, brand management) and organizational behavior research (organizational identity, organizational commitment/identification, role theory).
Original languageEnglish
Title of host publicationMarketing at the confluence between entertainment and analytics
Subtitle of host publicationProceedings of the 2016 Academy of Marketing Science (AMS) World Marketing Congress
EditorsPatricia Rossi
Place of PublicationCham
PublisherSpringer, Springer Nature
Pages635
Number of pages1
Volume1
ISBN (Electronic)9783319473314
ISBN (Print)9783319473307
DOIs
Publication statusPublished - 2017
Externally publishedYes
Event2016 Academy of Marketing Science (AMS) World Marketing Congress - Paris, France
Duration: 19 Jul 201623 Jul 2017

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
PublisherSpringer Nature
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

Conference

Conference2016 Academy of Marketing Science (AMS) World Marketing Congress
CountryFrance
CityParis
Period19/07/1623/07/17

Keywords

  • Customer Relationship Management
  • Citizenship Behavior
  • Organizational Identity
  • Customer Relationship
  • Brand Commitment

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