IT employees' brand attitudes and the role of internal corporate communication: a survey of Indian IT industry

Abstract

Communication has assumed a critical significance in the success of any organisation that aspires to attain and sustain competitive advantage as well as bring in desired changes in employee’s attitudes and performance. While a large amount of literature is available on internal corporate communication (ICC), most of it is ambiguous, conceptual and done from the perspective of developed countries. The primary objective of this study is to model internal corporate communication (ICC) process, examining the nature of the process, the outcomes thereof; it will empirically assess the relationship between ICC and employee’s brand attitudes in terms of employee brand identification, commitment, loyalty and performance. The earlier studies have examined internal communication conceptually or primarily in the context of non-IT services organisations like hotels, hospitals, and airlines. This is probably the first attempt to develop a measure that can capture all the dimensions of ICC and takes an ICC-based perspective in understanding internal branding in Indian IT services organisations. For this, a survey was executed and data was collected from a wide spectrum of IT services companies in India and analysed employing regression analysis.