Skip to main content
SpringerLink
Log in

Brand signalling: An antecedent of employee brand understanding

  • Original Article
  • Published:
Journal of Brand Management Aims and scope Submit manuscript

Abstract

There is inherent power in having a well-informed, knowledgeable workforce who understand the organisation’s brand promise and their role in delivering the promise to customers. Consistent delivery of the brand promise ensures customer satisfaction and loyalty, and ultimately brand competitiveness and profitability. Despite its importance, little research attention has been given to employees’ understanding of the brand promise and what it means in terms of their brand-aligned behaviour. A challenge therefore exists for organisations wanting to ensure that their brand promise is both understood and consistently fulfilled by frontline employees. This paper responds to this need by offering a conceptual model bringing focus to brand signalling, namely brand signal quality, brand signaller quality, and brand signal channel quality, as antecedents to the development of employee brand understanding. The conceptual model benefits organisations by describing the role that brand signalling plays in communicating the brand promise and elevates the importance of employee understanding of the brand to fulfil the promise. This paper sets the scene for future research within this important, but underrepresented field of internal brand management research; focusing on understanding employees’ cognitive processing of the brand and delivering on the brand promise.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Fig. 1

Similar content being viewed by others

References

  • Anderson, J.C., and J.A. Narus. 1990. A model of distributor firm and manufacturer firm working partnerships. Journal of Marketing 54(1): 42–58.

    Article  Google Scholar 

  • Backhaus, K., and S. Tikoo. 2004. Conceptualizing and researching employer branding. Career Development International 9(4/5): 501–517.

    Article  Google Scholar 

  • Baek, T.H., J. Kim, and J.H. Yu. 2010. The differential roles of brand credibility and brand prestige in consumer brand choice. Psychology and Marketing 27(7): 662–678.

    Article  Google Scholar 

  • Baker, T.L., A. Rapp, T. Meyer, and R. Mullins. 2014. The role of brand communications on front line service employee beliefs, behaviors, and performance. Journal of the Academy of Marketing Science 42(5): 642–657.

    Article  Google Scholar 

  • Barker, R.T., and M.R. Camarata. 1998. The role of communication in creating and maintaining a learning organization: Preconditions, indicators, and disciplines. The Journal of Business Communication 35(4): 443–467.

    Article  Google Scholar 

  • Bloom, P.N., and T. Reve. 1990. Transmitting signals to consumers for competitive advantage. Business Horizons 33(4): 58–66.

    Article  Google Scholar 

  • Brodie, R.J. 2009. From goods to service branding: An integrative perspective. Marketing Theory 9(1): 107–111.

    Article  Google Scholar 

  • Burmann, C., and S. Zeplin. 2005. Building brand commitment: A behavioural approach to internal brand management. Journal of Brand Management 12(4): 279–300.

    Article  Google Scholar 

  • Burmann, C., S. Zeplin, and N. Riley. 2009. Key determinants of internal brand management success: An exploratory empirical analysis. Journal of Brand Management 16(4): 264–284.

    Article  Google Scholar 

  • Cahn, D.D. 1986. Perceived understanding, supervisor-subordinate communication, and organizational effectiveness. Communication Studies 37(1): 19–26.

    Google Scholar 

  • Carlson, J.R., and R.W. Zmud. 1999. Channel expansion theory and the experiential nature of media richness perceptions. The Academy of Management Journal 42(2): 153–170.

    Google Scholar 

  • Castro, C.B., E.M. Armario, and M.E. Sánchez del Río. 2005. Consequences of market orientation for customers and employees. European Journal of Marketing 39(5/6): 646–675.

    Article  Google Scholar 

  • Chatterjee, S., Y.S. Kang, and D.P. Mishra. 2005. Market signals and relative preference: The moderating effects of conflicting information, decision focus, and need for cognition. Journal of Business Research 58(10): 1362–1370.

    Article  Google Scholar 

  • Chen, R., and F. He. 2003. Examination of brand knowledge, perceived risk and consumers’ intention to adopt an online retailer. Total Quality Management and Business Excellence 14(6): 677–693.

    Article  Google Scholar 

  • Connelly, B.L., S.T. Certo, R.D. Ireland, and C.R. Reutzel. 2011. Signaling theory: A review and assessment. Journal of Management 37(1): 39–67.

    Article  Google Scholar 

  • Daft, R.L., and R.H. Lengel. 1984. Information richness: A new approach to managerial behavior and organization design. In Research in organizational behavior, vol. 6, ed. B. Staw and L.L. Cummings, 191–233. Greenwich: JAI Press.

    Google Scholar 

  • Daft, R.L., and R.H. Lengel. 1986. Organizational information requirements, media richness and structural design. Management Science 32(5): 554–571.

    Article  Google Scholar 

  • De Chernatony, L. 2001. A model for strategically building brands. Journal of Brand Management 9(1): 32–44.

    Article  Google Scholar 

  • De Chernatony, L., F. Harris, and F. Dall’Olmo Riley. 2000. Added value: Its nature, roles and sustainability. European Journal of Marketing 34(1/2): 39–56.

    Article  Google Scholar 

  • De Chernatony, L., S. Cottam, and S. Segal-Horn. 2006. Communicating services brands’ values internally and externally. The Service Industries Journal 26(8): 819–836.

    Article  Google Scholar 

  • Den Hartog, D.N., C. Boon, R.M. Verburg, and M.A. Croon. 2013. HRM, communication, satisfaction, and perceived performance: A cross-level test. Journal of Management 39(6): 1637–1665.

    Article  Google Scholar 

  • Entman, R.M. 1993. Framing: Toward clarification of a fractured paradigm. Journal of Communication 43(4): 51–58.

    Article  Google Scholar 

  • Erdem, T., and J. Swait. 1998. Brand equity as a signaling phenomenon. Journal of Consumer Psychology 7(2): 131–157.

    Article  Google Scholar 

  • Erkmen, E., and M. Hancer. 2015. Linking brand commitment and brand citizenship behaviors of airline employees: “The role of trust”. Journal of Air Transport Management 42(1): 47–54.

    Article  Google Scholar 

  • Esch, F.R., T. Langner, B.H. Schmitt, and P. Geus. 2006. Are brands forever? How brand knowledge and relationships affect current and future purchases. Journal of Product & Brand Management 15(2): 98–105.

    Article  Google Scholar 

  • Footlocker. 2017. About Foot Locker. https://www.footlocker.com.au/en/content/about-foot-locker. Accessed 2 Jan 2017.

  • Gabbott, M., and G. Hogg. 2000. An empirical investigation of the impact of non-verbal communication on service evaluation. European Journal of Marketing 34(3/4): 384–398.

    Article  Google Scholar 

  • Gao, H., J. Darroch, D. Mather, and A. MacGregor. 2008. Signaling corporate strategy in IPO communication: A study of biotechnology IPOs on the NASDAQ. Journal of Business Communication 45(1): 3–30.

    Article  Google Scholar 

  • Graen, G.B., and T.A. Scandura. 1987. Toward and psychology of dyadic organizing. In Research in organizational behavior, vol. 9, ed. L.L. Cummings and B.M. Staw, 175–208. Greenwich: JAI Press.

    Google Scholar 

  • Grönroos, C. 1995. Relationship marketing: The strategy continuum. Journal of the Academy of Marketing Science 23(4): 252–254.

    Article  Google Scholar 

  • Grönroos, C. 1997. Value-driven relational marketing: From products to resources and competencies. Journal of Marketing Management 13(5): 407–419.

    Article  Google Scholar 

  • Hackman, J.R., and G.R. Oldham. 1975. Development of the job diagnostic survey. Journal of Applied Psychology 60(2): 159–170.

    Article  Google Scholar 

  • Hargie, O., and D. Tourish. 2009. Auditing organizational communication: A handbook of research, theory and practice, 2nd ed. New York: Routledge.

    Google Scholar 

  • Hartley, P. 2002. Interpersonal communication. New York: Routledge.

    Google Scholar 

  • Heil, O., and T.S. Robertson. 1991. Toward a theory of competitive market signaling: A research agenda. Strategic Management Journal 12(6): 403–418.

    Article  Google Scholar 

  • Henkel, S., T. Tomczak, M. Heitmann, and A. Herrmann. 2007. Managing brand consistent employee behaviour: Relevance and managerial control of behavioural branding. Journal of Product & Brand Management 16(5): 310–320.

    Article  Google Scholar 

  • Herbig, P.A., and J. Milewicz. 1995. The impact of marketing signals on strategic decision-making ability and profitability. Marketing Intelligence & Planning 13(7): 37–46.

    Article  Google Scholar 

  • Hoeffler, S., and K.L. Keller. 2002. Building brand equity through corporate societal marketing. Journal of Public Policy and Marketing 21(1): 78–89.

    Article  Google Scholar 

  • Hoogervorst, J., H. van der Flier, and P. Koopman. 2004. Implicit communication in organisations: The impact of culture, structure and management practices on employee behaviour. Journal of Managerial Psychology 19(3): 288–311.

    Article  Google Scholar 

  • Hyun Baek, T., and K. Whitehill King. 2011. Exploring the consequences of brand credibility in services. Journal of Services Marketing 25(4): 260–272.

    Article  Google Scholar 

  • Jablin, F.M. 1979. Superior–subordinate communication: The state of the art. Psychological Bulletin 86(6): 1201–1222.

    Article  Google Scholar 

  • Karanges, E., K. Johnston, A. Beatson, and I. Lings. 2015. The influence of internal communication on employee engagement: A pilot study. Public Relations Review 41(1): 129–131.

    Article  Google Scholar 

  • Keller, K.L. 2003. Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research 29(4): 595–600.

    Article  Google Scholar 

  • King, C., and D. Grace. 2008. Internal branding: Exploring the employee’s perspective. Journal of Brand Management 15(5): 358–372.

    Article  Google Scholar 

  • King, C., and D. Grace. 2009. Employee based brand equity: A third perspective. Services Marketing Quarterly 30(2): 122–147.

    Article  Google Scholar 

  • King, C., and D. Grace. 2012. Examining the antecedents of positive employee brand-related attitudes and behaviours. European Journal of Marketing 46(3/4): 469–488.

    Article  Google Scholar 

  • King, C., and K.K.F. So. 2015. Enhancing hotel employees’ brand understanding and brand-building behavior in China. Journal of Hospitality & Tourism Research 39(4): 492–516.

    Article  Google Scholar 

  • King, C., D. Grace, and D.C. Funk. 2012. Employee brand equity: Scale development and validation. Journal of Brand Management 19(4): 268–288.

    Article  Google Scholar 

  • Kirmani, A., and A.R. Rao. 2000. No pain, no gain: A critical review of the literature on signaling unobservable product quality. Journal of Marketing 64(2): 66–79.

    Article  Google Scholar 

  • Knapp, M.L., and J.A. Daly. 2011. Background and current trends in the study of interpersonal communication. In The SAGE handbook of interpersonal communication, ed. M.L. Knapp and J.A. Daly, 3–22. Los Angeles: Sage Publications.

    Google Scholar 

  • Kramer, M.W. 1995. A longitudinal study of superior-subordinate communication during job transfers. Human Communication Research 22(1): 39–64.

    Article  Google Scholar 

  • Kramer, M.W., and P.M. Sias. 2014. Interpersonal communication in formal organizations. In Interpersonal communication, ed. C.R. Berger, 467–492. Berlin: de Gruyter.

    Google Scholar 

  • Lipiäinen, H., H. Karjaluoto, and M. Nevalainen. 2014. Digital channels in the internal communication of a multinational corporation. Corporate Communications: An International Journal 19(3): 275–286.

    Article  Google Scholar 

  • Masterson, S.S., K. Lewis, B.M. Goldman, and M.S. Taylor. 2000. Integrating justice and social exchange: The differing effects of fair procedures and treatment on work relationships. The Academy of Management Journal 43(4): 738–748.

    Google Scholar 

  • McCroskey, J.C., and V.P. Richmond. 2000. Applying reciprocity and accommodation theories to supervisor/subordinate communication. Journal of Applied Communication Research 28(3): 278–289.

    Article  Google Scholar 

  • Men, L.R. 2014. Strategic internal communication: Transformational leadership, communication channels, and employee satisfaction. Management Communication Quarterly 28(2): 264–284.

    Article  Google Scholar 

  • Meng, J., and B.K. Berger. 2012. Measuring return on investment (ROI) of organizations’ internal communication efforts. Journal of Communication Management 16(4): 332–354.

    Article  Google Scholar 

  • Menictas, C., P.Z. Wang, and J.J. Louviere. 2012. Assessing the validity of brand equity constructs. Australasian Marketing Journal 20(1): 3–8.

    Article  Google Scholar 

  • Miles, S.J., and G. Mangold. 2004. A conceptualization of the employee branding process. Journal of Relationship Marketing 3(2–3): 65–87.

    Article  Google Scholar 

  • Nelson, P. 1970. Information and consumer behavior. The Journal of Political Economy 78(2): 311–329.

    Article  Google Scholar 

  • Nguyen, T.D. 2009. Signal quality and service quality: A study of local and international MBA programs in Vietnam. Quality Assurance in Education 17(4): 364–376.

    Article  Google Scholar 

  • O’Reilly, C.A. 1982. Variations in decision makers’ use of information sources: The impact of quality and accessibility of information. The Academy of Management Journal 25(4): 756–771.

    Google Scholar 

  • Petty, R.E., and J.T. Cacioppo. 1984. The effects of involvement on responses to argument quantity and quality: Central and peripheral routes to persuasion. Journal of Personality and Social Psychology 46(1): 69–81.

    Article  Google Scholar 

  • Piehler, R., S. Hanisch, and C. Burmann. 2015. Internal branding—Relevance, management and challenges. Marketing Review St. Gallen 32(1): 52–61.

    Article  Google Scholar 

  • Piehler, R., C. King, C. Burmann, and L. Xiong. 2016. The importance of employee brand understanding, brand identification, and brand commitment in realizing brand citizenship behaviour. European Journal of Marketing 50(9–10): 1575–1601.

    Article  Google Scholar 

  • Pimpakorn, N., and P.G. Patterson. 2010. Customer-oriented behaviour of front-line service employees: The need to be both willing and able. Australasian Marketing Journal 18(2): 57–65.

    Article  Google Scholar 

  • Pinar, M., T. Girard, P. Trapp, and Z. Eser. 2016. Services branding triangle: Examining the triadic service brand promises for creating a strong brand in banking industry. International Journal of Bank Marketing 34(4): 529–549.

    Article  Google Scholar 

  • Pornpitakpan, C. 2004. The persuasiveness of source credibility: A critical review of five decades’ evidence. Journal of Applied Social Psychology 34(2): 243–281.

    Article  Google Scholar 

  • Porricelli, M.S., Y. Yurova, R. Abratt, and M. Bendixen. 2014. Antecedents of brand citizenship behavior in retailing. Journal of Retailing and Consumer Services 21(5): 745–752.

    Article  Google Scholar 

  • Punjaisri, K., and A. Wilson. 2007. The role of internal branding in the delivery of employee brand promise. Journal of Brand Management 15(1): 57–70.

    Article  Google Scholar 

  • Punjaisri, K., H. Evanschitzky, and A. Wilson. 2009. Internal branding: An enabler of employees’ brand-supporting behaviours. Journal of Service Management 20(2): 209–226.

    Article  Google Scholar 

  • Rao, A.R., L. Qu, and R.W. Ruekert. 1999. Signaling unobservable product quality through a brand ally. Journal of Marketing Research 36(2): 258–268.

    Article  Google Scholar 

  • Reitzig, M., and B. Maciejovsky. 2015. Corporate hierarchy and vertical information flow inside the firm—A behavioral view. Strategic Management Journal 36(13): 1979–1999.

    Article  Google Scholar 

  • Rice, R.E., and D.E. Shook. 1988. Access to, usage of, and outcomes from an electronic messaging system. ACM Transactions on Information Systems (TOIS) 6(3): 255–276.

    Article  Google Scholar 

  • Ruck, K., and M. Welch. 2012. Valuing internal communication; management and employee perspectives. Public Relations Review 38(2): 294–302.

    Article  Google Scholar 

  • Santos-Vijande, M.L., A.B. del Río-Lanza, L. Suárez-Álvarez, and A.M. Díaz-Martín. 2013. The brand management system and service firm competitiveness. Journal of Business Research 66(2): 148–157.

    Article  Google Scholar 

  • Shannon, C.E., and W. Weaver. 1949. The mathematical theory of communication. Urbana: University of Illinois Press.

    Google Scholar 

  • Sharma, N., and T.J. Kamalanabhan. 2012. Internal corporate communication and its impact on internal branding: Perception of Indian public sector employees. Corporate Communication: An International Journal 17(3): 300–322.

    Article  Google Scholar 

  • Sitkin, S.B., K.M. Sutcliffe, and J.R. Barrios-Choplin. 1992. A dual-capacity model of communication media choice in organizations. Human Communication Research 18(4): 563–598.

    Article  Google Scholar 

  • Sluss, D.M., M. Klimchak, and J.J. Holmes. 2008. Perceived organizational support as a mediator between relational exchange and organizational identification. Journal of Vocational Behavior 73(3): 457–464.

    Article  Google Scholar 

  • Spence, M. 1973. Job market signaling. The Quarterly Journal of Economics 87(3): 355–374.

    Article  Google Scholar 

  • Spry, A., R. Pappu, and T.B. Cornwell. 2011. Celebrity endorsement, brand credibility and brand equity. European Journal of Marketing 45(6): 882–909.

    Article  Google Scholar 

  • Tirole, J. 1990. The theory of industrial organization. Cambridge: MIT Press.

    Google Scholar 

  • Trevino, L.K., R.H. Lengel, and R.L. Daft. 1987. Media symbolism, media richness, and media choice in organizations: A symbolic interactionist perspective. Communication Research 14(5): 553–574.

    Article  Google Scholar 

  • Trevino, L.K., J. Webster, and E.W. Stein. 2000. Making connections: Complementary influences on communication media choices, attitudes, and use. Organization Science 11(2): 163–182.

    Article  Google Scholar 

  • Vallaster, C., and L. de Chernatony. 2005. Internationalisation of services brands: The role of leadership during the internal brand building process. Journal of Marketing Management 21(1–2): 181–203.

    Article  Google Scholar 

  • Waldron, V.R. 1991. Achieving communication goals in superior-subordinate relationships: The multi-functionality of upward maintenance tactics. Communications Monographs 58(3): 289–306.

    Article  Google Scholar 

  • Weber, M., and T. Parsons. 1964. The theory of social and economic organization. New York: Free Press.

    Google Scholar 

  • Weick, K.E. 1979. The social psychology of organizing. New York: Newbery Award Records Inc.

    Google Scholar 

  • Welch, M., and P.R. Jackson. 2007. Rethinking internal communication: A stakeholder approach. Corporate Communications: An International Journal 12(2): 177–198.

    Article  Google Scholar 

  • Westpac. 2016. Company overview. https://www.westpac.com.au/about-westpac/westpac-group/company-overview/. Accessed 2 Jan 2017.

  • White, G. 1993. Emotions inside out: The anthropology of affect. In Handbook of emotions, ed. M. Lewis and J. Haviland, 29–39. New York: Guilford Press.

    Google Scholar 

  • Wilden, R., S. Gudergan, and I. Lings. 2010. Employer branding: Strategic implications for staff recruitment. Journal of Marketing Management 26(1–2): 56–73.

    Article  Google Scholar 

  • Xiong, L., C. King, and R. Piehler. 2013. “That’s not my job”: Exploring the employee perspective in the development of brand ambassadors. International Journal of Hospitality Management 35: 348–359.

    Article  Google Scholar 

  • Yrle, A.C., S.J. Hartman, and W.P. Galle Jr. 2003. Examining communication style and leader-member exchange: Considerations and concerns for managers. International Journal of Management 20(1): 92–99.

    Google Scholar 

  • Zaccaro, S.J., and Z.N.J. Horn. 2003. Leadership theory and practice: Fostering an effective symbiosis. The Leadership Quarterly 14(6): 769–806.

    Article  Google Scholar 

  • Zerfass, A., and N. Franke. 2013. Enabling, advising, supporting, executing: A theoretical framework for internal communication consulting within organizations. International Journal of Strategic Communication 7(2): 118–135.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. School of Advertising, Marketing and Public Relations, QUT Business School, Queensland University of Technology, Brisbane City, 4000, Australia

    Emma Karanges, Kim A. Johnston, Ian Lings & Amanda T. Beatson

Authors
  1. Emma Karanges
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Kim A. Johnston
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Ian Lings
    View author publications

    You can also search for this author in PubMed Google Scholar

  4. Amanda T. Beatson
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Emma Karanges.

Rights and permissions

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

Karanges, E., Johnston, K.A., Lings, I. et al. Brand signalling: An antecedent of employee brand understanding. J Brand Manag 25, 235–249 (2018). https://doi.org/10.1057/s41262-018-0100-x

Download citation

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1057/s41262-018-0100-x

Keywords

Search

Navigation