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Employees as a second audience: the effect of external communication on internal brand management outcomes

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  • Rico Piehler

    (University of Bremen)

  • Michael Schade

    (University of Bremen)

  • Christoph Burmann

    (University of Bremen)

Abstract

Although external communication affects both customers as external target groups and employees as internal target groups, internal brand management research regarding the effect of external communication on employee-related internal brand management outcomes remains limited. Therefore, this study seeks to shed light on the effects of external communication on internal brand management outcomes such as employees’ brand understanding, brand commitment, and brand citizenship behaviour. An empirical study with 790 respondents of a German tourism company suggests that external communication congruence, or the degree to which external communication is in line with actual products and services, actual values, and internal communication, positively affects all internal brand management outcomes with the strongest effect on brand understanding. These findings indicate how organizations can address important internal and external stakeholders with a single organizational practice, thus enhancing both the effectiveness and the efficiency of external communication. Managers must avoid exaggerating the externally communicated brand promises, ensure that the externally communicated values portray the firm’s actual values, and align the external communication with internal communication. In addition to several managerial implications, this study offers directions for further research.

Suggested Citation

  • Rico Piehler & Michael Schade & Christoph Burmann, 2019. "Employees as a second audience: the effect of external communication on internal brand management outcomes," Journal of Brand Management, Palgrave Macmillan, vol. 26(4), pages 445-460, July.
    • Handle: RePEc:pal:jobman:v:26:y:2019:i:4:d:10.1057_s41262-018-0135-z
    DOI: 10.1057/s41262-018-0135-z
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    References listed on IDEAS

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    Cited by:

    1. Shaun M. Powell, 2019. "Journal of Brand Management: year end review 2019," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 615-620, November.
    2. Lina Xiong, 2023. "It takes a village: examining how and when brand-specific transformational leadership affects employees in internal brand management," Journal of Brand Management, Palgrave Macmillan, vol. 30(4), pages 333-346, July.
    3. David Gligor & Siddik Bozkurt & Emma Welch, 2023. "Building theoretical sand castles: the case of customer brand engagement," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(3), pages 297-316, September.
    4. sophie de villartay & Fabienne Berger-Remy & Nathalie Fleck-Dousteyssier, 2023. "When employees relay employer brand communication : application to video testimonials [Lorsque les collaborateurs relaient la communication marque employeur : application aux témoignages vidéos]," Post-Print hal-04381689, HAL.
    5. Koshksaray, Amir Abedini & Quach, Sara & Trinh, Giang & Keivani, Somayeh Bahoush & Thaichon, Park, 2023. "Brand competitiveness antecedents: The interaction effects of marketing and R&D expenditure," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).

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