Brand Commitment Transfer during M&A in HE Field
(2010)Department of Business Administration
- Abstract
- A qualitative single case study with an exploratory approach.
The study is based on the theories concerning Brand Identity, M&A’s, Corporate Branding Strategy, Employer Brand, Holistic model of internal branding.
The data was collected through semi-structured in-depth interviews of Head of Representative Board, Chancellor and employees in Free University of Tbilisi.
The most significant conclusion and contribution in the study is the guideline of processes that help to transfer brand commitment of employees during post-M&A period in HE field. This study outlines the role of organizational identity in the whole brand commitment transfer process and clearly illustrates critical managerial tools for its development and management.
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/1729693
- author
- Iashvili, Nino ; Vasadze, Gegi and Toroshelidze, Ekaterine
- supervisor
- organization
- year
- 2010
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Brand Commitment, Brand Identity, Organizational Brand Identity, HE, M&A, Uncertainty Avoidance, Corporate Branding Strategy, Employer Brand, Management of enterprises, Företagsledning, management
- language
- Swedish
- id
- 1729693
- date added to LUP
- 2010-06-03 00:00:00
- date last changed
- 2012-04-02 18:24:08
@misc{1729693, abstract = {{A qualitative single case study with an exploratory approach. The study is based on the theories concerning Brand Identity, M&A’s, Corporate Branding Strategy, Employer Brand, Holistic model of internal branding. The data was collected through semi-structured in-depth interviews of Head of Representative Board, Chancellor and employees in Free University of Tbilisi. The most significant conclusion and contribution in the study is the guideline of processes that help to transfer brand commitment of employees during post-M&A period in HE field. This study outlines the role of organizational identity in the whole brand commitment transfer process and clearly illustrates critical managerial tools for its development and management.}}, author = {{Iashvili, Nino and Vasadze, Gegi and Toroshelidze, Ekaterine}}, language = {{swe}}, note = {{Student Paper}}, title = {{Brand Commitment Transfer during M&A in HE Field}}, year = {{2010}}, }