Sökning: "Oliver Almgren"

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  1. 1. The Relationship Between Internal Branding and Affective Commitment

    Kandidat-uppsats, Ekonomihögskolan, ELNU

    Författare :Daniel Almgren; Peter Ek; Oliver Göransson; [2012]
    Nyckelord :internal branding; commitment; affective commitment; retail; service industry; on-brand behavior; organizational commitment; brand commitment; branding; customer contact employee;

    Sammanfattning : Service firms increasingly need to rely on other attributes than traditional quality and performance of their service employees to become and stay truly competitive. Strong brands are essential for differentiation in today's marketplace and it becomes naturally important to align the customer contact employees with the company brand to ensure consistency in all communication externally. LÄS MER