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"De bästa marknadsförarna är ju våra medarbetare": En kvalitativ studie av medarbetares syn på en organisations interna varumärkesarbete
University West, Department of Social and Behavioural Studies, Psychology and organization studies.
University West, Department of Social and Behavioural Studies, Psychology and organization studies.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
"The best fitted people to promote our brand is our employees" : A qualitative study of employees' view of an organization's internal branding (English)
Abstract [sv]

Syftet med föreliggande studie var att genom att använda medarbetarnas röster studera hur de ser på den egna organisationens interna arbete med organisationens varumärke, d.v.s. internal branding. Tidigare studier som studerat det interna varumärkesarbetet har inte visat på metoder för hur medarbetarna kan involveras i varumärkesarbete. Våra forskningsfrågor handlar om hur medarbetarna upplever organisationens varumärke, hur synen på det interna arbetet skiljer sig mellan ansvariga och medarbetare och hur medarbetarna själva skulle vilja utforma det interna varumärkesarbetet. Resultatet bygger på 12 kvalitativa intervjuer med 8 medarbetare och 4 ansvariga för varumärkesarbetet. Data analyserades genom en tematisk analys. Resultatet visar att medarbetarna har idéer om hur organisations interna varumärkesarbete ska utformas i framtiden. Resultatet är i linje med tidigare forskning men bidrar med att involvera medarbetarna genom att fråga om hur de skulle vilja utforma arbetet. Slutsatsen som kan dras är att organisationer kan involvera medarbetarna i arbetet genom att be dem bidra med sina upplevelser av varumärket idag och hur de skulle vilja att organisationen arbetade i framtiden.

Abstract [en]

The aim of the thesis was that by using employees' voices study how they view the organization's own internal work with the organization's brand (that is, internal branding). Previous studies that examined internal branding work have not demonstrated methods of how employees can be involved in branding. Our research questions were about how employees feel about the organization's brand, how the view of the internal work differs between managers and employees and how employees themselves would like to design the internal branding work. The result builds on 12 qualitative interviews with eight employees and four managers for the brand work. Data were analyzed through thematic analysis. The results show that employees have ideas about how the organization's internal branding could be designed in the future. The result is in line with previous research but contributes to involves employees by asking about how they would like to design the internal work. The conclusion that can be drawn is that organizations can involve employees in the work by asking them to contribute with their experience of the brand and how they would like the organization to work in the future.

Place, publisher, year, edition, pages
2016. , 24 p.
Keyword [en]
Internal branding, employer branding, voice of the employee, branding
Keyword [sv]
Internal branding, employer branding, medarbetarnas röst, varumärkesarbete
National Category
Psychology
Identifiers
URN: urn:nbn:se:hv:diva-9838Local ID: EXM500OAI: oai:DiVA.org:hv-9838DiVA: diva2:956552
Subject / course
Psychology
Educational program
Personalvetarprogrammet
Supervisors
Examiners
Available from: 2016-08-31 Created: 2016-08-30 Last updated: 2016-08-31Bibliographically approved

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