hkr.sePublikationer
Ändra sökning
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
Internal branding: Within a Swedish non-profit organization
Högskolan Kristianstad, Sektionen för hälsa och samhälle.
Högskolan Kristianstad, Sektionen för hälsa och samhälle.
2015 (Engelska)Självständigt arbete på avancerad nivå (magisterexamen), 10 poäng / 15 hpStudentuppsats (Examensarbete)
Abstract [en]

The aid sector has received a lot of attention the recent years whereas the public has recognized the societal situation in developing countries. As many people has become more generous with their donations, an increasing number of non-profit organizations (NPO) has emerged which has created a competitive environment in the non-profit sector. As a result, many NPOs has started to adapt business-like qualities such as implementing a marketing strategy and building a brand.

The purpose of this study was to explore how NPOs manage their internal brand and if it is in accordance to for-profit literature; it will be explored from both the management perspective as well as from employees’ perspective. This dissertation is based on literature about internal branding in the for-profit sector. Emerging from the theoretical framework, a postulated model describing the relationship between employees' skills and knowledge, brand attitude, and brand performance was presented.

The findings indicate that the studied NPO, Individuell Människohjälp, is becoming more business-like concerning internal branding, though more in the management than amongst the employees. Hence, a NPO specific modified theoretical framework is desired, depicting internal branding. Two surprising findings are the influence of external brand communication on employees' brand attitude and brand performance, and that brand leadership emerged as a precursor to the other factors influencing employees' skills and knowledge concerning the internal brand.

Ort, förlag, år, upplaga, sidor
2015. , s. 54
Nyckelord [en]
internal brand, brand attitude, internal brand communication, external brand communication, training, brand leadership, work environment, and non-profit organizations
Nationell ämneskategori
Företagsekonomi
Identifikatorer
URN: urn:nbn:se:hkr:diva-14420OAI: oai:DiVA.org:hkr-14420DiVA, id: diva2:844427
Utbildningsprogram
Ekonomprogrammet
Handledare
Examinatorer
Tillgänglig från: 2015-08-06 Skapad: 2015-08-06 Senast uppdaterad: 2015-08-06Bibliografiskt granskad

Open Access i DiVA

fulltext(723 kB)1240 nedladdningar
Filinformation
Filnamn FULLTEXT01.pdfFilstorlek 723 kBChecksumma SHA-512
000779ad6b9b9f13f7ec012bbb79bf8d4273c6f85a35040e75699861111897b6f44273dfa60e8dcfd7a18772b966533cd7ecbdc9690cd99bdb40c40bb633e11e
Typ fulltextMimetyp application/pdf

Av organisationen
Sektionen för hälsa och samhälle
Företagsekonomi

Sök vidare utanför DiVA

GoogleGoogle Scholar
Totalt: 1241 nedladdningar
Antalet nedladdningar är summan av nedladdningar för alla fulltexter. Det kan inkludera t.ex tidigare versioner som nu inte längre är tillgängliga.

urn-nbn

Altmetricpoäng

urn-nbn
Totalt: 212 träffar
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf