Brand Signalling: An Antecedent of Employee Brand Understanding

15 Pages Posted: 16 May 2018

See all articles by Emma Karanges

Emma Karanges

Queensland University of Technology

Kim A Johnston

Queensland University of Technology - QUT Business School

Ian Lings

Queensland University of Technology - School of Advertising

Amanda T Beatson

Queensland University of Technology - School of Advertising

Date Written: February 2018

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.

Keywords: Brand signalling, Signalling theory, Brand promise, Employees, Brand understanding

Suggested Citation

Karanges, Emma and Johnston, Kim A and Lings, Ian and Beatson, Amanda T, Brand Signalling: An Antecedent of Employee Brand Understanding (February 2018). Journal of Brand Management, Vol. 25, Issue 3, 2018. Available at SSRN: https://ssrn.com/abstract=3179486 or http://dx.doi.org/10.1057/s41262-018-0100-x

Emma Karanges (Contact Author)

Queensland University of Technology ( email )

2 George Street
Brisbane, Queensland 4000
Australia

Kim A Johnston

Queensland University of Technology - QUT Business School ( email )

GPO Box 2434
Brisbane, Queensland 4001
Australia

Ian Lings

Queensland University of Technology - School of Advertising ( email )

2 George St
Brisbane City, QLD 4000
Australia

Amanda T Beatson

Queensland University of Technology - School of Advertising ( email )

2 George St
Brisbane City, QLD 4000
Australia

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