How Employees' Distance to Headquarter Affects the Influence of Internal vs. External Communication on Employee Behavior
ISBN
978-84-370-9453-3
Type
conference paper
Date Issued
2014-06-03
Author(s)
Abstract
This study examines the effect of internal and external communication on commitment and brand behavior of employees. The authors propose that distance to headquarter moderates the impact of internal and external communications, so that the positive relationship for internal (external) communication is stronger for employees in roles that are more (less) proximal to the headquarter. Results from an empirical study of 1,291 employees from 6 subsidiaries of a large industrial organization support this notion. The findings of this study suggest that external communication is important to increase employees' commitment and their willingness to behave on brand.
Language
English
Keywords
Employee Communication
Distance To Headquarter
Construal-Level Theory
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
Paradigm Shifts & Interactions
Publisher
European Marketing Academy
Publisher place
Valencia
Start page
167
Event Title
43rd European Marketing Academy (EMAC) Annual Conference
Event Location
Valencia, Spain
Event Date
03.-06.06.2014
Subject(s)
Eprints ID
230503