Exploring Corporate Brand Orientation in a Retail Setting – A Qualitative Case Study in the Swedish Grocery Retail Industry

Sammanfattning: Thesis Purpose: The purpose of this thesis is to explore what may facilitate or inhibit a stronger corporate brand orientation in a retail organization. We explore the factors of internal corporate brand identity elements, internal corporate brand image and internal branding, while also considering retail-specific characteristics. To do so, we investigate the internal perspective of the corporate brand at various organizational levels. Theoretical Perspective: The study applies a theoretical framework that combines the intersection of retailing, corporate brand orientation and internal branding to address the research questions. Methodology: A qualitative single case study was conducted with the Swedish grocery retailer City Gross. This study adopts a research philosophy of constructivism and relativism and follows an abductive approach of reasoning. Empirical Material: Fourteen semi-structured interviews were conducted with employees at different organizational levels within City Gross, ranging from top management to store employees. Interview transcripts served as the foundation for our findings and analysis. Theoretical Findings: The retail organization’s corporate brand identity elements, internal corporate brand image and retail characteristics mutually contribute to achieving a stronger corporate brand orientation. Internal branding has the potential to shape the desired alignment between the corporate brand identity elements and the internal corporate brand image. Multiple facilitators and inhibitors related to the corporate brand orientation in the context of retail were identified.