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Starka styrmedel - en studie om relationen mellan arbetsgivarvarumärke och medarbetarnas organisationsidentitet

Åslund, Mathilde LU and Oldfield, Rebecca LU (2018) FEKH29 20172
Department of Business Administration
Abstract
Abstract

Title: Strong control mechanisms - a study of the relationship between employer brand and employee organization identity

Seminar date: 2018-01-12

Course: FEKH29, Business Administration: Degree Project in Marketing, Undergraduate level, 15 University Credits Points (UPC or ECTS‐cr)

Authors: Rebecca Oldfield, Mathilde Åslund

Advisor: Jon Bertilsson

Keywords: Organizational identity, employer brand, employee, corporate brand and control mechanism

Purpose: The purpose of the thesis is to open up for an increased understanding of the concept of employer brand by examining its relationship with the employee's organizational identity with a qualitative approach and starting point in theories regarding... (More)
Abstract

Title: Strong control mechanisms - a study of the relationship between employer brand and employee organization identity

Seminar date: 2018-01-12

Course: FEKH29, Business Administration: Degree Project in Marketing, Undergraduate level, 15 University Credits Points (UPC or ECTS‐cr)

Authors: Rebecca Oldfield, Mathilde Åslund

Advisor: Jon Bertilsson

Keywords: Organizational identity, employer brand, employee, corporate brand and control mechanism

Purpose: The purpose of the thesis is to open up for an increased understanding of the concept of employer brand by examining its relationship with the employee's organizational identity with a qualitative approach and starting point in theories regarding brands and organizational culture.

Methodology: The thesis is a qualitative study with a hermeneutical phenomenological approach. Both semistructured interviews and documents published by the company were used as empirical material.

Theoretical perspectives: This thesis is based on theories about brands and organizational culture with a focus on employer brand and employee identity.

Empirical foundation: The empirical material on which the analysis is based is eight semi structured deep interviews with employees at Ikea.

Conclusions: Based on previous research, the analysis of the empirical material has opened up for an increased understanding of the concept of employer brand. Employee organizational identity is strongly connected to the employer brand and the employer brand can be used as a control mechanism. (Less)
Please use this url to cite or link to this publication:
author
Åslund, Mathilde LU and Oldfield, Rebecca LU
supervisor
organization
course
FEKH29 20172
year
type
M2 - Bachelor Degree
subject
keywords
Organizational identity, Employer brand, Employee, Corporate brand, Control mechanism
language
Swedish
id
8936157
date added to LUP
2018-02-19 15:33:50
date last changed
2018-02-19 15:33:50
@misc{8936157,
  abstract     = {{Abstract
 
Title: Strong control mechanisms - a study of the relationship between employer brand and employee organization identity
 	
Seminar date: 2018-01-12
 
Course: FEKH29, Business Administration: Degree Project in Marketing, Undergraduate level, 15 University Credits Points (UPC or ECTS‐cr)
 	
Authors: Rebecca Oldfield, Mathilde Åslund
 
Advisor: Jon Bertilsson
 
Keywords: Organizational identity, employer brand, employee, corporate brand and control mechanism
 	 		
Purpose: The purpose of the thesis is to open up for an increased understanding of the concept of employer brand by examining its relationship with the employee's organizational identity with a qualitative approach and starting point in theories regarding brands and organizational culture.
 	
Methodology: The thesis is a qualitative study with a hermeneutical phenomenological approach. Both semistructured interviews and documents published by the company were used as empirical material.
 	
Theoretical perspectives: This thesis is based on theories about brands and organizational culture with a focus on employer brand and employee identity.
 	
Empirical foundation: The empirical material on which the analysis is based is eight semi structured deep interviews with employees at Ikea.
 	
Conclusions: Based on previous research, the analysis of the empirical material has opened up for an increased understanding of the concept of employer brand. Employee organizational identity is strongly connected to the employer brand and the employer brand can be used as a control mechanism.}},
  author       = {{Åslund, Mathilde and Oldfield, Rebecca}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Starka styrmedel - en studie om relationen mellan arbetsgivarvarumärke och medarbetarnas organisationsidentitet}},
  year         = {{2018}},
}