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Internal Branding to influence employees' brand promise delivery: a case study in Apple Store, UK - Dissertation Example

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Internal Branding to influence employees' brand promise delivery: a case study in retail stores in New Castle Abstract The current research aimed to evaluate the presence of internal branding as a strategy in ten branded retail stores in New Castle. It also aimed at assessing the linkages between internal branding and brand promise delivery…
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Internal Branding to influence employees brand promise delivery: a case study in Apple Store, UK
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"Internal Branding to influence employees' brand promise delivery: a case study in Apple Store, UK"

Download file to see previous pages The research findings highlighted the fact that there was a low correlation (0.748 ) between internal branding and brand promise delivery; low correlation (0.086) between internal branding and employee attributes like brand identification, brand commitment, brand loyalty and brand supporting behaviours. There was high correlation of 0.091 between these attributes and brand promise delivery. Additionally, it was found that there was low evidence of internal branding being used as a conscious strategy in the surveyed stores, even though there was evidence of brand identification, commitment, loyalty and brand supporting behaviours and also of brand promise delivery. ...
Questionnaire (Appendix A) 3.5.3           Data Collection Method: Survey Method 3.5.4           Data Analysis Method  3.6 Ethical Considerations  Chapter 4:  Findings and Analysis 4.1 Introduction 4.2 Section 1: Independent Findings On Internal Branding, Mediating Factors, and Brand Supporting Behaviours 4.2.1 Part A: Evidence of Internal Branding 4.2.2 Part B: Evidence of Mediating Factors 4.2.3 Part C: Brand Performance 4.3   Section 2: Correlation Analysis Chapter 5: Conclusions and Recommendations 5.1 Summary of findings 5.2 Recommendations 5.3 Limitations of Research and Scope for Future Research  List of Figures and Tables Figure 1: Evaluation of the Stores’ Strategy of Internal Branding Figure 2: Evaluation of the Mediating Factors Figure 3: Brand Performance  Table 1:  Evaluation of the Stores’ Strategy of Internal Branding Table 2:  Evaluation of the Mediating Factors Table 3:  Evaluation of the Brand Performance Table 4: Correlation Analysis References List of Appendices Appendix A: Survey Questionnaire     Internal Branding to influence employees' brand promise delivery: a case study in retail stores in New Castle  Chapter 1: Introduction 1.1 Introduction and Background Internal Branding is the concept of promoting the organizations’ brand internally to the employees by way of communications, employee participation and training and development activities. Internal Branding has gained great significance in the recent times and it forms the premise of improving employee performance through generating loyalty, commitment and clarity on the organizations’ brand promise (de Chernatony and Segal-Horn, 2001). A preliminary view of the literature has revealed that considerable effort and research has been undertaken in ...Download file to see next pagesRead More
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