Internal Marketing An exploration into the affects of internal branding on employee commitment to the charity brand

Internal Marketing
  • Engels
  • Paperback
  • 9783838338958
  • juni 2010
  • 100 pagina's
Alle productspecificaties

Samenvatting

An exploration into the effects of internal branding on employee understanding and commitment to the charity brand. The aim is to identify a link between internal brand identity and brand image and to recognise the influence that employees have in communicating brand image to customers. To carry out the research, both quantitative and qualitative methods are used. A questionnaire survey was distributed to employees of not-for-profit organisations in order to gain an insight into their level of understanding and commitment. Interviews were held to establish the extent of internal branding practices undertaken by the charitable organisations. The findings indicate that internal branding strategies are practiced and have an effect on employee loyalty and commitment despite marketing as a function sometimes taking a back seat.

Productspecificaties

Inhoud

Taal
Engels
Bindwijze
Paperback
Verschijningsdatum
2010-01-01
Aantal pagina's
100 pagina's
Illustraties
Nee

Betrokkenen

Auteur
Nicola Murphy
Uitgever
Lap Lambert Academic Publishing

EAN

EAN
9783838338958

Overige kenmerken

Extra groot lettertype
Nee
Oorspronkelijke releasedatum
2010-06-22
Subtitel
An exploration into the affects of internal branding on employee commitment to the charity brand
Thema Subject Code
KJS

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Engels
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