一刀切:结构契合如何决定组织品牌传播的有效性

IF 3.8 4区 管理学 Q2 BUSINESS Brq-Business Research Quarterly Pub Date : 2020-10-01 DOI:10.1177/2340944420966924
D. Herhausen, S. Henkel, Petra Kipfelsberger
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引用次数: 3

摘要

虽然提高员工的组织认同度被描述为内部营销和内部品牌的最终目标,但其最常见的做法之一是在内部和外部传达组织价值观。然而,人们对不同类型的组织品牌传播的相对有效性知之甚少。本研究从构念水平理论出发,考察构念契合度(定义为沟通构念与员工对总部构念的匹配程度)是否决定了组织品牌沟通的相对影响。由两项跨行业的多层次现场研究和一项实验室实验组成的一系列研究表明,低层次(高层次)构建的组织品牌传播更有效地针对与总部社交距离低(高)的员工。这些研究结果表明,构念匹配符合组织沟通的有效性。JEL分类:M3营销和广告
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One size does not fit all: How construal fit determines the effectiveness of organizational brand communication
While increasing the organizational identification of employees has been described as the ultimate goal of internal marketing and internal branding, one of its most common practices is to communicate organizational values both internally and externally. However, very little is known about the relative effectiveness of different types of organizational brand communication. Drawing from construal level theory, this research investigates whether the degree of construal fit, defined as the extent to which the construal of communication matches an employee’s construal of headquarters, determines the relative impact of organizational brand communication. A series of studies consisting of two cross-industrial multilevel field studies and a lab experiment provide evidence that organizational brand communication with low-level (high-level) construal is more effective to target employees with low (high) social distance to headquarters. These findings suggest that construal fit qualifies the effectiveness of organizational communication. JEL CLASSIFICATION: M3 Marketing and Advertising
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来源期刊
CiteScore
7.50
自引率
6.90%
发文量
14
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