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Int. Journal of Advertising
Int. Journal of Market Research
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Consumer advertising as a signal of employer attractiveness
Includes video content
Recommended by Warc editors
Sara Rosengren and Niklas Bondesson, International Journal of Advertising, Vol. 33, No. 2, 2014, pp. 253-269
This paper deals with the extended audience of advertising. More specifically, it examines how consumer advertising influences the attractiveness of a corporate brand as a potential employer.
This paper deals with the extended audience of advertising. More specifically, it examines how consumer advertising influences the attractiveness of a corporate brand as a potential employer. The results from two experimental studies show that creative advertising signals brand ability, and enhances perceptions of development (Study 1 and 2) and reputation value (Study 2) offered by the brand to employees. Mediation analysis shows that this, in turn, has a positive impact on the overall attractiveness of the brand as an employer. The findings contribute to the growing literature on different stakeholder reactions to consumer advertising and offer a broader picture of how advertising contributes to firm performance, beyond influencing consumers.
Integrated market-related internal communication: development of the construct
Includes video content
Recommended by Warc editors
David Jimenez-Castillo and Manuel Sanchez-Perez, International Journal of Market Research, Vol. 55, No. 4, 2013, pp. 563-585
Although companies are increasingly using integrative communication processes to develop and improve market information dissemination, research in marketing has typically conceptualised and measured dissemination in terms of the use and frequency of information-sharing activities.
Although companies are increasingly using integrative communication processes to develop and improve market information dissemination, research in marketing has typically conceptualised and measured dissemination in terms of the use and frequency of information-sharing activities. In view of this asynchrony between theory and practice, this research explores the above neglected domain of market information dissemination, proposing a new construct that we call ‘integrated market-related internal communication’ (IMIC), which encompasses the integrative communication processes implemented by firms aimed at enhancing employees’ market information processing. After conceptualising IMIC as a four-dimensional construct, we developed and validated a measurement instrument for assessing this emergent concept. In particular, the proposed dimensions were confirmed as reflective factors of the higher order-construct IMIC, and nomological validity was assessed by demonstrating the positive influence of IMIC on both employees’ capacity to assimilate market information and shared interpretation of this information.
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Marketing to employees, workforce
Marketing to B2B audiences
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