Employees as a Second Audience: The Effect of External Communication on Internal Brand Management on the Commercial Banks of Pakistan

Abstract

External communication not only effects customers who are considered as external target group but also effects the employee’s as internal target group, the effects of communications transmitted through external sources related to employees in management of the internal brand consequences remains limited in research of internal brand management. Accordingly, this study proposed to seek out the effects of external communication on internal brand management outcomes such as employees brand knowledge, brand commitment and brand citizenship behaviour. The empirical study collect data from the 316 employees of commercial banks across the different cities of provision Punjab Pakistan, who identify that how external communication congruence in line with actual products and services, actual values and internal communication, and will contribute to understand the effects either positive or negative in internal brand management outcomes with the strongest effect of brand knowledge. The study indicates that how single practices of organizations can address the stakeholders internally and externally, and how it can increase the effectiveness and efficiency of external communication. Managers are the one who can represent the promises of brand effectively which are communicated through external sources, make sure that organization’s actual values are aligned with the values which are being portray by the external communications. And most important they have to avoid overestimation and false information generated regarding the brand. Furthermore, little contribution of study will offer the guideline for more researches in managerial implications.