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The unknown brand of the Swedish Armed Forces: a case study of how the SAF's brand image coheres to its brand identity and how it might influence its employer attractiveness
Kristianstad University, Faculty of Business.
Kristianstad University, Faculty of Business.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This study is based on the case of the Swedish Armed Forces (SAF) since the organization has struggled with its recruitment and brand building. The purpose of the study is to approach the coherence between brand image and brand identity through an employer branding perspective. More specifically, it aims to explore how this interplay might influence the employer attractiveness of an organization. The research is based on a qualitative case study. Furthermore, previous research regarding brand identity, brand image and employer branding constitutes the basis of the developed conceptual model. The empirical material was gathered through semi-structured interviews with current SAF employees and semi-structured focus groups with potential employees. Findings indicate the brand image did not cohere with the brand identity and that the potential employees had a more negative perception of the employer. However, the potential employees’ who had relatives who work for the SAF had a positive attitude towards the organization and perceived the workplace as more attractive. This study has contributed with an additional perspective on employer branding since there is little research within the field. 

Place, publisher, year, edition, pages
2019. , p. 75
Keywords [en]
Branding, corporate brand, brand image, brand identity, employer brand, employer attractiveness
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hkr:diva-19691OAI: oai:DiVA.org:hkr-19691DiVA, id: diva2:1337375
Subject / course
International business and marketing
Educational program
Degree of Bachelor of Science in Business and Economics
Supervisors
Examiners
Available from: 2019-08-06 Created: 2019-07-13 Last updated: 2019-08-06Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf