Varumärkesidentitet i kontorsmiljö : En kvantitativ studie om samband mellan kontorsmiljö och varumärkesidentitet.
Sammanfattning: Previous research and numerous examples of successful companies indicate that the office environment has a relationship to the brand identity. Despite the hints saying that these areas are linked to each other, theories about the connection seems insufficient. The aim of this study where therefore to identify possible connections between the office environment and brand identity from the employees' perspective. To investigate this, a survey was designed, which was based on three hypotheses, which were as follows: Perceived interior is positively related to perceived values, perceived communicative office environment is positively related to company culture, Perceived ergonomics are positively related to the perceived purpose. All of the hypotheses highlighted employees' perception of the office environment and brand identity. To further separate the concepts into measurable variables, an operationalization were conducted. These variables were then analyzed together, to see whether there was a relationship between office environments as the independent variable and brand identity as the dependent variable. The results showed that all hypotheses had a statistical significance and could therefore be accepted. Through the analysis there were control variables which got applied, where were as follows; age, gender, period of employment and lastly, hours per week which also showed a statistical significance.
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