Advanced

Branding at Nation: The student and volunteers´ perceptions of image/identity in the Swedish student Nations

Herzi Dorreh, Hanat LU and Hromjak, Tomas LU (2012) BUSN49 20121
Department of Business Administration
Abstract
The purpose of this study is to analyze and understand how branding, image and identity play a role for Nations both to attract and maintain student, customers and motivate volunteers. This will be analyzed by means of the following research questions: “how do the Nations brand themselves?” and “how do members and volunteers of nations understand the Nation’s image and how do they respond to it?”
This study strives to contribute to the theoretical area that deals with branding in non-profit organizations. Particularly, this research aspires to analyze how these specific nonprofit organizations brand themselves and how students´ perceive their brand.
An interpretative interview approach was used to conduct this study. It is a qualitative... (More)
The purpose of this study is to analyze and understand how branding, image and identity play a role for Nations both to attract and maintain student, customers and motivate volunteers. This will be analyzed by means of the following research questions: “how do the Nations brand themselves?” and “how do members and volunteers of nations understand the Nation’s image and how do they respond to it?”
This study strives to contribute to the theoretical area that deals with branding in non-profit organizations. Particularly, this research aspires to analyze how these specific nonprofit organizations brand themselves and how students´ perceive their brand.
An interpretative interview approach was used to conduct this study. It is a qualitative study, which analyzes interviews with participants, who are active members in Nations. In addition to interviews, also observations and documents are utilized for analysis.
The findings suggest that Nations, which consider branding positive, are those which utilize branding activities the most. Moreover, the study points at the dilemma of exclusivity and inclusivity branding. The implication suggests that further research should be elaborated on the matter of inclusivity and branding.
Keywords: branding, image, identity, volunteering, Nations (Less)
Please use this url to cite or link to this publication:
author
Herzi Dorreh, Hanat LU and Hromjak, Tomas LU
supervisor
organization
course
BUSN49 20121
year
type
H1 - Master's Degree (One Year)
subject
language
English
id
2798939
date added to LUP
2012-06-19 09:01:39
date last changed
2012-06-19 09:01:39
@misc{2798939,
  abstract     = {The purpose of this study is to analyze and understand how branding, image and identity play a role for Nations both to attract and maintain student, customers and motivate volunteers. This will be analyzed by means of the following research questions: “how do the Nations brand themselves?” and “how do members and volunteers of nations understand the Nation’s image and how do they respond to it?”
This study strives to contribute to the theoretical area that deals with branding in non-profit organizations. Particularly, this research aspires to analyze how these specific nonprofit organizations brand themselves and how students´ perceive their brand. 
An interpretative interview approach was used to conduct this study. It is a qualitative study, which analyzes interviews with participants, who are active members in Nations. In addition to interviews, also observations and documents are utilized for analysis. 
The findings suggest that Nations, which consider branding positive, are those which utilize branding activities the most. Moreover, the study points at the dilemma of exclusivity and inclusivity branding. The implication suggests that further research should be elaborated on the matter of inclusivity and branding. 
Keywords: branding, image, identity, volunteering, Nations},
  author       = {Herzi Dorreh, Hanat and Hromjak, Tomas},
  language     = {eng},
  note         = {Student Paper},
  title        = {Branding at Nation: The student and volunteers´ perceptions of image/identity in the Swedish student Nations},
  year         = {2012},
}