Change search
ReferencesLink to record
Permanent link

Direct link
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
Keyword [en]
Internal Branding, Organizational Culture, Values, Internal Marketing, Internal Communication, Identification, Trust and Commitment
National Category
Business Administration
URN: urn:nbn:se:lnu:diva-34859OAI: diva2:722919
Subject / course
Business Administration - Marketing
Educational program
Retail and Service Management Programme, 180 credits
Available from: 2014-06-10 Created: 2014-06-09 Last updated: 2014-06-10Bibliographically approved

Open Access in DiVA

fulltext(2213 kB)573 downloads
File information
File name FULLTEXT02.pdfFile size 2213 kBChecksum SHA-512
Type fulltextMimetype application/pdf

By organisation
Department of Marketing
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 573 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 711 hits
ReferencesLink to record
Permanent link

Direct link