Pregled bibliografske jedinice broj: 1141803
The origins of internal communication and employer branding in marketing theories
The origins of internal communication and employer branding in marketing theories // Communication management review, 6 (2021), 1; 30-45 doi:10.22522/cmr20210163 (međunarodna recenzija, članak, ostalo)
CROSBI ID: 1141803 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
The origins of internal communication and employer
branding in marketing theories
Autori
Sinčić Ćorić, Dubravka ; Špoljarić, Anja
Izvornik
Communication management review (2459-590X) 6
(2021), 1;
30-45
Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, ostalo
Ključne riječi
internal communication ; employer branding ; marketing theory ; social exchange school ; relationship marketing
Sažetak
Internal communications and employer branding are recognized as important tools for achieving an inspirational working environment, which is both an aim and a means of differentiation between organisations. A growing number of studies demonstrate a connection between internal communication and employee identification with the organisation they work for, as well as with their perception of employer’s brand. The aim of this theoretical paper is to identify and elaborate theoretical foundations that contributed to the development of these two concepts. For that purpose, marketing schools of thought, primarily social exchange school of marketing thought and relationship marketing are analysed and related to the concepts of internal communication, and employer branding. The analysis shows that social exchange school theories can be applied to describe values that are exchanged through internal communication and employer brand activities, while relationship marketing principles are used when implementing these activities in order to develop positive employee relationships.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
POVEZANOST RADA
Projekti:
IP-2018-01-3323 - Doprinos interne komunikacije uspješnosti organizacije: položaj, kanali, mjerenje i odnos s povezanim konceptima (IntComORG) (Tkalac Verčič, Ana, HRZZ - 2018-01) ( CroRIS)
Ustanove:
Ekonomski fakultet, Zagreb