Internal Brand Equity: A study on the relationship between internal brand equity and external brand equity in B2B firms
Independent thesis Basic level (degree of Bachelor), 180 HE creditsStudent thesis
In the business-to-business sector, the brand owner´s employees are increasingly playing a key role in terms of representing the brand to existing and potential customer. The role of a well-established internal brand equity can give a business-to Business Company the edge it needs in the market today. Internal branding has recently emerged as an important issue in industrial market. This study aims to find out how internal brand equity and its determinants affect the external brand equity of business-to-business companies. This study is based on previous research of internal brand equity in business-to-business setting. In this study four hypothesis were tested. Surveys were conducted among manufacturing and promotional companies in Sweden and Latvia, which resulted in 94 complete and useful response with a response-rate of 28.3%. The findings offer evidence, that internal brand equity with determinants have a great impact on the external brand equity of a firm.
Place, publisher, year, edition, pages
2015. , 62 p.
Branding, Business-to-Business Branding, Brand, Brand Equity, Internal Brand Equity, External Brand Equity, Internal Brand Knowledge, Internal Brand Involvement, Internal Brand Commitment
Business Administration Economics and Business
IdentifiersURN: urn:nbn:se:lnu:diva-45472OAI: oai:DiVA.org:lnu-45472DiVA: diva2:841577
Subject / course
Business Administration - Marketing
International Sales and Marketing, 180 credits
Sattari, Setayesh, Dr.
Oghazi, Pejvak, Dr.