Utilization of Culture in Brand Building – A Study of the Morally Stigmatized Gambling Industry
(2022) BUSN49 20221Department of Business Administration
- Abstract
- Title: Utilization of Culture in Brand Building – A Study of the Morally Stigmatized Gambling Industry.
Research question: How is culture utilized in branding to affect employees within the gambling industry?
Purpose: This study aims to gain a new perspective on employer branding and internal branding, especially the utilization of culture in branding work within unethical fields.
Methodology: Interpretivist traditions guided the process and to fulfill the purpose, a qualitative study was conducted with an inductive approach consisting of semi-structured interviews to gain an in-depth understanding of cultural branding in unethical industries.
Theoretical perspectives: The study takes ground in existing literature on employer... (More) - Title: Utilization of Culture in Brand Building – A Study of the Morally Stigmatized Gambling Industry.
Research question: How is culture utilized in branding to affect employees within the gambling industry?
Purpose: This study aims to gain a new perspective on employer branding and internal branding, especially the utilization of culture in branding work within unethical fields.
Methodology: Interpretivist traditions guided the process and to fulfill the purpose, a qualitative study was conducted with an inductive approach consisting of semi-structured interviews to gain an in-depth understanding of cultural branding in unethical industries.
Theoretical perspectives: The study takes ground in existing literature on employer branding and internal branding, combining it with literature on organizational culture and organizational control to expand the understanding of connections between branding and control.
Empirical foundation: The empirical data consist of findings from semi-structured interviews, observation and document analysis. The data is thematically categorized to give a clear overview of the findings.
Conclusions: The results of this study implicate that cultural branding activities are of utmost importance to attain and retain employees within unethical fields. Nevertheless, the study also reveals the thin line between brand building and culture-washing and thus highlights the significance of authenticity. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9089507
- author
- Berglund, Linnéa LU and Goffhé, Anna LU
- supervisor
- organization
- course
- BUSN49 20221
- year
- 2022
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Cultural Branding, Employer Branding, Culture-washing, Gambling Industry, Normative Control
- language
- English
- id
- 9089507
- date added to LUP
- 2022-06-23 12:16:37
- date last changed
- 2022-06-23 12:16:37
@misc{9089507,
abstract = {{Title: Utilization of Culture in Brand Building – A Study of the Morally Stigmatized Gambling Industry.
Research question: How is culture utilized in branding to affect employees within the gambling industry?
Purpose: This study aims to gain a new perspective on employer branding and internal branding, especially the utilization of culture in branding work within unethical fields.
Methodology: Interpretivist traditions guided the process and to fulfill the purpose, a qualitative study was conducted with an inductive approach consisting of semi-structured interviews to gain an in-depth understanding of cultural branding in unethical industries.
Theoretical perspectives: The study takes ground in existing literature on employer branding and internal branding, combining it with literature on organizational culture and organizational control to expand the understanding of connections between branding and control.
Empirical foundation: The empirical data consist of findings from semi-structured interviews, observation and document analysis. The data is thematically categorized to give a clear overview of the findings.
Conclusions: The results of this study implicate that cultural branding activities are of utmost importance to attain and retain employees within unethical fields. Nevertheless, the study also reveals the thin line between brand building and culture-washing and thus highlights the significance of authenticity.}},
author = {{Berglund, Linnéa and Goffhé, Anna}},
language = {{eng}},
note = {{Student Paper}},
title = {{Utilization of Culture in Brand Building – A Study of the Morally Stigmatized Gambling Industry}},
year = {{2022}},
}