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Corporate branding and the implications of emotional values
Stockholm University, Faculty of Social Sciences, School of Business.
Stockholm University, Faculty of Social Sciences, School of Business.
2001 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The aim with this thesis was to explore the process of corporate brandin and the implications emotional values may have on this process. With this aim, there is in a hermeneutic philosophy way an aspiration to create an understanding of the subject. The empirical results are gained through qualitative interviews. The understanding that has been reached in this thesis are among others that one of the characteristics of a corporate brand is that the employees' values have a more complex influence on the brand. Emotional values make the brand distinct and create customer - and employee loyalty throuhg creating a feeling for the brand. The result of this is that in order to be able to build a strong corporate brand, the corporation needs to consider not only the functional values within the corporation but also its emotional values.

Place, publisher, year, edition, pages
2001.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:su:diva-2890OAI: oai:DiVA.org:su-2890DiVA: diva2:192011
Uppsok
samhälle/juridik
Available from: 2007-01-05 Created: 2007-01-05

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