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Doctor of Business and Administration
Study Completed: 2011
Massey Business School
Enabling Promise Delivery: The influence of internal marketing communication
Ms Flannagan investigated how companies communicate with employees regarding advertised brand promises and the influence of this communication on an employee’s ability to embody the brand and deliver on these promises. Her study revealed several factors influencing the effectiveness of internal channels of communication, demonstrated the importance of collegial relationships in organisational feedback, and assessed the significance of commitment to values on employee perceptions of the company’s ability to deliver on its promises. Ms Flannagan’s findings are illustrated in a framework that provides a potential methodology for designing internal marketing communication strategies and measuring the effectiveness of implementation based on the outcomes identified by the research.
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Last updated on Tuesday 04 April 2017