Selvam, Rejina M. and Lelis, Catarina ORCID: https://orcid.org/0000-0003-4402-8876 (2019) Employees as advertisers: on the effects of internal advertising using a flexible online brand center platform. Tripodos, 43. pp. 119-133. ISSN 1138-3305
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Abstract
The purpose of this study is to explore the relationship between attitude construct variables and internal advertising construct variables, brand awareness and brand knowledge, and to explore the effectiveness of a flexible online brand center platform for internal employee communication.
The data consisted of fourteen interviews with 32 employees as participants divided into 5 focus groups based on their job category at the University of Aveiro. The qualitative data derived from the discussion was transformed into quantitative data, counting the number of references associated with each variable. The relationship between attitude construct variables (i.e., organizational commitment and identification) with the internal brand advertising variables (i.e., brand knowledge and brand awareness), were found to be statistically significant. Furthermore, each of these attitude construct variables and internal brand advertising variables were also found to be statistically significant in their association with the variable measuring willingness to participate in the online brand center platform. Also, it was observed that sex and job category variables influences the attitude construct variables.
The study confirms the previous marketing findings regarding the theoretical explanation of brand integration among employees. The relationship between identification and organizational commitment and the relationship between brand awareness and brand knowledge observed in previous studies were confirmed. Future research may investigate the possible causes of higher identification in teaching staff compared to non-teaching staff, as well as the differences in the psychological variables for men and women. Managerial implications suggest that online brand center may be effective in internal advertising to employees and in turn employees can become advertisers of brands to potential consumers.
Item Type: | Article |
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Subjects: | Graphic arts > Advertising Media > Branding Computing > Innovation and user experience > Computing interaction design Business and finance > Small business > Innovation Computing > Knowledge management |
Depositing User: | Catarina Lelis |
Date Deposited: | 24 May 2019 09:21 |
Last Modified: | 06 Feb 2024 16:00 |
URI: | https://repository.uwl.ac.uk/id/eprint/6108 |
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