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Internal brand management in the public sector: Internal communication, organizational practices, and affective outcomes
Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.ORCID-id: 0000-0002-0271-7887
Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
(Engelska)Manuskript (preprint) (Övrigt vetenskapligt)
Nyckelord [en]
brand commitment, brand identification, brand pride, internal branding, internal communication, organizational practices, public sector, public service motivation
Nationell ämneskategori
Företagsekonomi
Identifikatorer
URN: urn:nbn:se:umu:diva-161367OAI: oai:DiVA.org:umu-161367DiVA, id: diva2:1334468
Tillgänglig från: 2019-07-02 Skapad: 2019-07-02 Senast uppdaterad: 2019-08-05
Ingår i avhandling
1. Public sector branding: an internal brand management perspective
Öppna denna publikation i ny flik eller fönster >>Public sector branding: an internal brand management perspective
2019 (Engelska)Doktorsavhandling, sammanläggning (Övrigt vetenskapligt)
Abstract [en]

The increased use of branding within the public sector signifies an important area for academic research that currently lacks theory and empirical evidence; public sector branding. Extant literature paints a scattered picture. On one hand, some branding principles appear to be equally relevant in the public sector as they are in the private sphere. On the other hand, the public sector appears to require a somewhat distinct approach to branding as there are contextual differences that may affect branding principles, their implementation, and outcomes. Thus, the field lacks established relevant theoretical frameworks to guide public sector organizations in their branding efforts.

One particular area of interest is that of internal brand management. A strong organizational brand is dependent on the brand values being incorporated into the fabric of an organization and into the behaviors of its employees. How this outcome can be achieved in the public sector, however, is still unknown. Thus, the purpose of this dissertation is to investigate central factors affecting the implementation of internal brand management in the public sector, considering its specific nature.

Through a multi-method study, this dissertation presents the synthesized findings of four individual papers. The first paper, a literature review, explores extant research on public sector branding. The next two papers are based on a qualitative case study, which includes interviews, observations, and brandrelated documents. The fourth paper is based on a quantitative study. The three empirical papers investigate various factors that influence internal brand management in the public sector.

The synthesized findings demonstrate that organizations within the public sector need to approach branding in a manner that considers its distinct nature. From an internal brand management perspective this entails considering contextual, organizational, and individual factors. These factors have been found to affect branding principles and their implementation in public organizations and indicate the unique nature of public sector branding.

Ort, förlag, år, upplaga, sidor
Umeå: Umeå universitet, 2019. s. 86
Serie
Studier i företagsekonomi. Serie B, ISSN 0346-8291 ; 104
Nyckelord
public sector branding, internal brand management, internal branding, organizational branding, brand commitment, brand architecture, internal communication, organizational practices, public service motivation
Nationell ämneskategori
Företagsekonomi
Forskningsämne
företagsekonomi; marknadsföring
Identifikatorer
urn:nbn:se:umu:diva-161339 (URN)978-91-7855-096-8 (ISBN)
Disputation
2019-08-30, Hörsal S205, Samhällsvetarhuset, Umeå, 13:00 (Engelska)
Opponent
Handledare
Tillgänglig från: 2019-08-15 Skapad: 2019-07-02 Senast uppdaterad: 2019-08-21Bibliografiskt granskad

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Leijerholt, UlrikaBiedenbach, GalinaHultén, Peter

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