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The internal brand implementation: a study about which factors that affect the internal brand within organizations
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2014 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Research Questions: Which factors affect the internal brand implementation? Which factors regarding the perception of internal branding are shared and differ between two geographical locations within an organization?

Purpose: The aim of this study is to mark and analyze internal factors within an organization in order to get an understanding of how there can sustain and develop the internal brand. Further, the purpose is to describe and analyze the differences in how aspects of internal branding are perceived by two geographical locations.

Method: The study has primarily a quantitative research method and a deductive approach where the results from the collected data was analyzed through various tests in the statistic program SPSS.

Conclusions: Through various analysis methods, the authors were able to find out which factors that had the strongest effect on internal branding. The conclusion further on reveals that there are two specific factors with a positive effect on the internal branding implementation as a whole. These factors consist of internal marketing and internal communication. Lastly the results also culminate in the shared and divergent perceptions of internal branding among employees within an organization. 

Place, publisher, year, edition, pages
2014.
Keyword [en]
Internal Branding, Organizational Culture, Values, Internal Marketing, Internal Communication, Identification, Trust and Commitment
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-34859OAI: oai:DiVA.org:lnu-34859DiVA: diva2:722919
Subject / course
Business Administration - Marketing
Educational program
Retail and Service Management Programme, 180 credits
Supervisors
Examiners
Available from: 2014-06-10 Created: 2014-06-09 Last updated: 2014-06-10Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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  • de-DE
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