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Varumärkesidentitet i kontorsmiljö: En kvantitativ studie om samband mellan kontorsmiljö och varumärkesidentitet.
Linnaeus University, School of Business and Economics, Department of Marketing. EHVS.
Linnaeus University, School of Business and Economics, Department of Marketing. EHVS.
Linnaeus University, School of Business and Economics, Department of Marketing. EHVS.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Previous research and numerous examples of successful companies indicate that the office environment has a relationship to the brand identity. Despite the hints saying that these areas are linked to each other, theories about the connection seems insufficient. The aim of this study where therefore to identify possible connections between the office environment and brand identity from the employees' perspective. To investigate this, a survey was designed, which was based on three hypotheses, which were as follows: Perceived interior is positively related to perceived values, perceived communicative office environment is positively related to company culture, Perceived ergonomics are positively related to the perceived purpose. All of the hypotheses highlighted employees' perception of the office environment and brand identity. To further separate the concepts into measurable variables, an operationalization were conducted. These variables were then analyzed together, to see whether there was a relationship between office environments as the independent variable and brand identity as the dependent variable. The results showed that all hypotheses had a statistical significance and could therefore be accepted. Through the analysis there were control variables which got applied, where were as follows; age, gender, period of employment and lastly, hours per week which also showed a statistical significance.  

Abstract [sv]

Tidigare forskning och ett flertal exempel på framgångsrika företag indikerar på att kontorsmiljö har en relation till varumärkesidentitet. Trots en antydan på att områdena har en koppling till varandra är teorier om dess samband bristfällig. Denna forskningsstudie syftade därför till att kartlägga eventuella samband mellan kontorsmiljö och varumärkesidentitet ur anställdas perspektiv. För att undersöka detta utformades en enkätundersökning som utgick från tre hypoteser, vilket var följande: Upplevd interiör är positivt relaterad till upplevda värden, Upplevd kommunikativ kontorsmiljö är positivt relaterad till företagskultur, Upplevd ergonomi är positivt relaterad till upplevd syfte. Samtliga hypoteser belyste anställdas upplevelse av kontorsmiljön samt varumärkesidentiteten. Genom en operationalisering bröts begreppen ned till mätbara variabler. Fortsättningsvis ställdes dessa variabler mot varandra för att kunna urskilja samband, med kontorsmiljö som oberoende variabel och varumärkesidentitet som beroende variabel. Resultaten visade att samtliga hypoteser hade en statistisk signifikans och kunde därmed accepteras. Vid analysen tillämpades även kontrollvariablerna; ålder, kön anställningsperiod och timmar per vecka varav den sistnämnda även påvisade statistisk signifikans. 

Place, publisher, year, edition, pages
2016. , 75 p.
Keyword [en]
Office environment, Brand identity, Interior, Communication, Ergonomics, Values, Culture, Purpose
Keyword [sv]
Kontorsmiljö, Varumärkesidentitet, Interiör, Kommunikation, Ergonomi, Värden, Kultur, Syfte
National Category
Business Administration
URN: urn:nbn:se:lnu:diva-53105OAI: diva2:934005
Subject / course
Business Administration - Marketing
Educational program
Interior Decoration and Visual Merchandising, 180 credits
Available from: 2016-06-22 Created: 2016-06-07 Last updated: 2016-06-22Bibliographically approved

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Yen, DennisLidberg Hult, SofieLindqvist, Victor
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