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Brand Commitment Transfer during M&A in HE Field

Iashvili, Nino; Vasadze, Gegi and Toroshelidze, Ekaterine (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.
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author
Iashvili, Nino; Vasadze, Gegi and Toroshelidze, Ekaterine
supervisor
organization
year
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},
  keyword      = {Brand Commitment,Brand Identity,Organizational Brand Identity,HE,M&A,Uncertainty Avoidance,Corporate Branding Strategy,Employer Brand,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {Brand Commitment Transfer during M&A in HE Field},
  year         = {2010},
}