Levels of corporate branding - A multiple case study to identify and define levels of corporate branding
(2022) BUSN39 20221Department of Business Administration
- Abstract (Swedish)
- Title: Levels of Corporate Branding
Date of the Seminar: June 2nd, 2022
Authors: Sofia Lilliehorn & Johanna Schönberg
Advisors: Mats Urde
Keywords: Corporate Branding, Levels of Corporate Branding, Corporate Branding Spectrum, Corporate Branding Assessment Matrix
Thesis purpose: To identify and define levels of corporate branding by exploring what sets corporate branding apart internally and externally.
Methodology: A qualitative multiple case study with an abductive approach. Philosophical assumptions of relativism and constructivism.
Theoretical perspective: The theoretical framework is based upon literature within internal corporate branding, external corporate branding, and corporate communication to determine... (More) - Title: Levels of Corporate Branding
Date of the Seminar: June 2nd, 2022
Authors: Sofia Lilliehorn & Johanna Schönberg
Advisors: Mats Urde
Keywords: Corporate Branding, Levels of Corporate Branding, Corporate Branding Spectrum, Corporate Branding Assessment Matrix
Thesis purpose: To identify and define levels of corporate branding by exploring what sets corporate branding apart internally and externally.
Methodology: A qualitative multiple case study with an abductive approach. Philosophical assumptions of relativism and constructivism.
Theoretical perspective: The theoretical framework is based upon literature within internal corporate branding, external corporate branding, and corporate communication to determine essential elements of corporate branding.
Empirical data: Qualitative empirical data was collected through four semi- structured interviews with case corporations: Pantamera, Haglöfs, Gunnarshögs Gård, and Thule. Secondary data was collected through peer-reviewed articles, archival sources and publicly available information such as websites and social media.
Conclusion: Theoretical contributions include distinguishing one level of corporate branding from another, what degree of internal and external corporate branding is associated with different levels, and why it is important to identify and define levels of corporate branding. Managerial implications include measuring corporate branding, understanding the current level of corporate branding, and how to become a higher level of corporate branding. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9090983
- author
- Lilliehorn, Sofia LU and Schönberg, Johanna LU
- supervisor
-
- Mats Urde LU
- organization
- course
- BUSN39 20221
- year
- 2022
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Corporate Branding, Levels of Corporate Branding, Corporate Branding Spectrum, Corporate Branding Assessment Matrix
- language
- English
- id
- 9090983
- date added to LUP
- 2022-06-28 09:55:39
- date last changed
- 2022-06-28 09:55:39
@misc{9090983,
abstract = {{Title: Levels of Corporate Branding
Date of the Seminar: June 2nd, 2022
Authors: Sofia Lilliehorn & Johanna Schönberg
Advisors: Mats Urde
Keywords: Corporate Branding, Levels of Corporate Branding, Corporate Branding Spectrum, Corporate Branding Assessment Matrix
Thesis purpose: To identify and define levels of corporate branding by exploring what sets corporate branding apart internally and externally.
Methodology: A qualitative multiple case study with an abductive approach. Philosophical assumptions of relativism and constructivism.
Theoretical perspective: The theoretical framework is based upon literature within internal corporate branding, external corporate branding, and corporate communication to determine essential elements of corporate branding.
Empirical data: Qualitative empirical data was collected through four semi- structured interviews with case corporations: Pantamera, Haglöfs, Gunnarshögs Gård, and Thule. Secondary data was collected through peer-reviewed articles, archival sources and publicly available information such as websites and social media.
Conclusion: Theoretical contributions include distinguishing one level of corporate branding from another, what degree of internal and external corporate branding is associated with different levels, and why it is important to identify and define levels of corporate branding. Managerial implications include measuring corporate branding, understanding the current level of corporate branding, and how to become a higher level of corporate branding.}},
author = {{Lilliehorn, Sofia and Schönberg, Johanna}},
language = {{eng}},
note = {{Student Paper}},
title = {{Levels of corporate branding - A multiple case study to identify and define levels of corporate branding}},
year = {{2022}},
}