Sökning: "internal brand management"

Visar resultat 1 - 5 av 10 avhandlingar innehållade orden internal brand management.

1. 1. Public sector branding : an internal brand management perspective

   Författare :Ulrika Leijerholt; Peter Hultén; Galina Biedenbach; Lars Erling Olsen; Umeå universitet; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; public sector branding; internal brand management; internal branding; organizational branding; brand commitment; brand architecture; internal communication; organizational practices; public service motivation; företagsekonomi; Business Studies; marketing; marknadsföring;

   Sammanfattning : The increased use of branding within the public sector signifies an important area for academic research that currently lacks theory and empirical evidence; public sector branding. Extant literature paints a scattered picture. On one hand, some branding principles appear to be equally relevant in the public sector as they are in the private sphere. LÄS MER

3. 2. Varumärket som strategiskt konkurrensmedel - Om konsten att bygga upp starka varumärken

   Författare :Frans Melin; Företagsekonomiska institutionen; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; resource based strategy.; positioning; core values; brand orientation; brand loyalty; brand identity; brand equity; Brand management; brand strategy; Management of enterprises; Företagsledning; management;

   Sammanfattning : In recent years the importance of strong brands has come very much into focus both among theoreticians and practitioners. In order to gain a better understanding of the nature of brand strength, I have chosen to analyse the branding process. LÄS MER

4. 3. Internal brand management in South African contact centers

   Författare :Rose Du Preez; Terrence Brown; Michael Bendixen; Pejvak Oghazi; KTH; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Contact centers; internal brand management; brand citizenship behavior; brand commitment; outsourcing.; Kontaktcenter; intern varumärkesutveckling; varumärkesmedborgarskap; varumärkesengagemang; utkontraktering.; Business Studies; Företagsekonomi; Industriell ekonomi och organisation; Industrial Economics and Management;

   Sammanfattning : Globally contact centers are ubiquitous in medium to large organizations operating in both B2B and B2C service industries. Frontline staff working in contact centers represent a major component of the way in which customers experience service organizations’ brands.There is a paucity of research on marketing in contact centers. LÄS MER

5. 4. Perceptual Alignment of Retail Brand Image in Corporate Branding: A study of employee perceived stakeholder alignment and effects on brand equity

   Författare :Kaj-Dac Tam; Företagsekonomiska institutionen; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Perceptual alignment; retailing; corporate branding; retail brand image; brand equity; brand performance;

   Sammanfattning : The term perceptual alignment is used in various research fields to describe the extent to which individuals share the same perceptions about an object or idea. Perceptual alignment is important from a corporate branding perspective because strong corporate brands express associations and sources of ideals that are attractive and appealing to the stakeholders related to the organisation. LÄS MER

7. 5. Brand orientation in action : Towards a relational approach

   Författare :Johan Gromark; Företagsekonomiska institutionen; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Brand orientation; Brand co-creation; Market orientation; Transformational learning; Organisational narcissism; Brand orientation; Brand co-creation; Market orientation; Transformational learning; Organisational narcissism;

   Sammanfattning : Along with the ever-expanding interest in brands, the brand orientation concept has since its inception in the early 1990s steadily received more and more attention from scholars and practitioners alike. Brand orientation ultimately captures how organisations can develop sustainable competitive advantages in the form of brands. LÄS MER