Understanding Employee Perceptions of Advertising Effectiveness
This paper sets out to understand what drives employee perceptions of advertising effectiveness. More specifically, it explores the drivers of perceived advertising effectiveness of consumer advertising among employees at a large retailer.
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Introduction
This paper sets out to understand what drives employee perceptions of advertising effectiveness. More specifically, it explores the drivers of perceived advertising effectiveness of consumer advertising among employees at a large retailer. To our knowledge, only a handful studies have investigated the role played by consumer advertising for employees. These studies show that consumer advertising, in addition to the customers it is primarily intended to influence, also has an internal audience and that it can have beneficial effects on employees in terms of motivation, identification, and behaviors (Gilly and Wolfinbarger 1998; Hughes 2013; Wolfinbarger and Gilly 2005). In a recent study we disentangle the role played by employee reactions to advertising in fostering organizational identification (Bondesson and Rosengren 2014). Using an experimental study design we find that employee perceptions of advertising effectiveness (i.e., their perceptions of whether the consumer ads used by their employer will have a positive influence on its customers, Celsi and Gilly 2010) have a positive impact on employee organizational identification. This finding is in line with empirical findings by Gilly and Wolfinbarger (1998) and shows the potential in using consumer advertising to get employees “on board” (Bondesson and Rosengren 2014). In the present paper we build on these results. More specifically, given the importance of employee perceptions of advertising effectiveness in building organizational identification we explore what drives such perceptions. Whereas previous research on employees as an internal audience of consumer advertising adapts an internal perspective, focusing only on employee reactions specific to that of being an employee (for example, ad portrayal accuracy and value congruence, Celsi and Gilly 2010), we test whether it is useful to also include an external perspective, looking at general advertising reactions that have been found to be important in advertising effectiveness among consumers. We do so by adding ad attitude (e.g., Haley and Baldinger 2000) and perceived advertising effort (e.g., Dahlén, Rosengren, and Törn 2008) as antecedents to employee perceptions of advertising effectiveness. Because these perceptions influence
P. Verlegh et al. (eds.), Advances in Advertising Research (Vol. VI), European Advertising Academy, DOI 10.1007/978-3-658-10558-7_17, © Springer Fachmedien Wiesbaden 2016
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Bondesson and Rosengren
how consumers are affected by advertising, we argue that they can also be expected to influence employees. The current paper makes several contributions. First, it integrates the literature on employee reactions to advertising (e.g., Celsi and Gilly 2010) with key findings in the advertising effectiveness literature with regards to the importance of ad attitudes (e.g., Haley and Baldinger 2000) and perceived advertising effort (e.g., Modig, Dahlén, and Colliander 2014). Second, it presents preliminary empirical evidence that the employee reactions to advertising are
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