Özet:

For the past twenty years, internal branding has gained academic interest as the interactions between employees and customers shape brand values and brand experiences. As a component of internal branding, external brand communication can have a powerful influence on employees’ motivation, attitudes, identification and subsequent behavior. The purpose of this research is to explore external brand communication strategies in times of risk. Working non-remotely during the pandemic was a major threat for employees’ overall well-being. Advertisements run during the first six months of the pandemic that directly or indirectly focus on internal stakeholders formed the sample. Data was collected from the websites of two national marketing magazines. The findings reveal how employees’ responsibilities were extended during the pandemic and how expressing solidary during the crisis enabled the communication of these new responsibilities. The study contributes to extant research on internal branding and advertising in crisis.

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