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[{"key": "dc.contributor.author", "value": "Kemppi, Mari", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-11-02T06:32:00Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-11-02T06:32:00Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2020", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/72422", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Ty\u00f6ntekij\u00e4t voivat olla yrityksen arvokkaimpia br\u00e4ndinrakentajia. Erityisesti palveluorganisaatioissa ty\u00f6ntekij\u00f6iden k\u00e4ytt\u00e4ytyminen heijastuu vahvasti asiakaskokemukseen. Useissa tutkimuksissa on havaittu, ett\u00e4 sis\u00e4inen br\u00e4nd\u00e4ys lis\u00e4\u00e4 ty\u00f6ntekij\u00f6iden sitoutumista ja uskollisuutta br\u00e4ndille ja tekee ty\u00f6ntekij\u00f6ist\u00e4 br\u00e4ndil\u00e4hettil\u00e4it\u00e4, jotka viestiv\u00e4t br\u00e4ndilupausta ja arvoja kohtaamisissa eri sidosryhmien kanssa. T\u00e4m\u00e4n tutkimuksen tavoite on tutkia sis\u00e4isen viestinn\u00e4n, ty\u00f6ntekij\u00f6iden br\u00e4nditiet\u00e4myksen, sitoutumisen ja halukkuuden suositella br\u00e4ndi\u00e4 v\u00e4lisi\u00e4 suhteita. T\u00e4m\u00e4 tutkimus on toteutettu case-tutkimuksena CapMan Oyj:lle, joka on johtava pohjoismainen p\u00e4\u00e4omasijoitusalan asiantuntija.\n\tTutkimusmalli kehitettiin aikaisemmista teorioista ja kyselyn muuttujat on omaksuttu aikaisemmista tutkimuksista. Tutkimus toteutettiin m\u00e4\u00e4r\u00e4llisen\u00e4 tutkimuksena verkkokyselylomakkeella. Kyselylomake l\u00e4hetettiin CapMan Oyj:n kaikille 122 ty\u00f6ntekij\u00e4lle ja vastauksia saatiin 65 kappaletta. Koska tutkimus on luonteeltaan case-tutkimus, ker\u00e4tty n\u00e4yte sis\u00e4lsi ainoastaan CapMan Oyj:n ty\u00f6ntekij\u00e4t. Data analysoitiin ensin IBM SPSS \u2013ohjelmalla, jonka j\u00e4lkeen tutkimusmalli analysoitiin Smart PLS 3 \u2013ohjelmalla. Tutkimuksessa asetettiin kuusi hypoteesia, joista tulokset tukivat kolmea. Tulosten perusteella br\u00e4ndiin sitoutuminen vaikuttaa positiivisesti ty\u00f6ntekij\u00f6iden halukkuuteen suositella br\u00e4ndi\u00e4. Sis\u00e4isell\u00e4 br\u00e4ndiviestinn\u00e4ll\u00e4 oli positiivinen vaikutus ty\u00f6ntekij\u00f6iden br\u00e4nditiet\u00e4mykseen, ja ty\u00f6ntekij\u00f6iden br\u00e4nditiet\u00e4mys vaikutti positiivisesti ty\u00f6ntekij\u00f6iden sitoutumiseen br\u00e4ndiin. \n\tKoska t\u00e4m\u00e4 on case-tutkimus, tulokset voivat tukea jo olemassa olevia teorioita ja tutkimuksia sis\u00e4isest\u00e4 br\u00e4nd\u00e4yksest\u00e4. Jatkotutkimukset eri konteksteissa ja isommalla n\u00e4ytekoolla ovat tarpeen, jotta tulosten yleist\u00e4misest\u00e4 voidaan keskustella. Aikaisemmissa tutkimuksissa on korostettu ty\u00f6ntekij\u00f6iden sitoutumisen merkityst\u00e4 halukkuuteen suositella br\u00e4ndi\u00e4, ja t\u00e4m\u00e4 tutkimus tukee t\u00e4t\u00e4 teoriaa. T\u00e4m\u00e4 tutkimus tukee my\u00f6s aikaisempien tutkimuksien tapaan sis\u00e4isen viestinn\u00e4n merkityst\u00e4 ty\u00f6ntekij\u00f6iden br\u00e4nditiet\u00e4myksessa sek\u00e4 br\u00e4nditiet\u00e4myksen merkityst\u00e4 ty\u00f6ntekij\u00f6iden sitoutumiseen.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Employees can be the most valuable brand builders for corporate brands. Especially in service firms, customer experience is strongly dependent on employee behaviour.\nIt is well acknowledged among researchers that well-implemented internal branding increases employees\u2019 brand commitment and loyalty and turns employees as brand advocates who will deliver consistent messages of brand values and promises in all touchpoints with various stakeholders. \n\tThe objective of this study is to examine the relationship between internal brand communication, internal brand knowledge, brand commitment and employees\u2019 willingness to endorse the brand. This thesis is conducted as a case study for CapMan Plc, a leading Nordic private asset management and investment company.\n\tA research model was formed based on theoretical framework and the measurement constructs were adopted from previous academic research. Quantitative approach was used, and the data was collected through an online survey. The survey was sent in June 2019 to all 122 employees of CapMan and 65 responses were given. As this is a case study, the sample only included CapMan\u2019s employees. The data was analysed in IBM SPSS Statistics and the model was assessed using partial least squares structural equation modelling (PLS-SEM) in SmartPLS 3.\n\tThree hypotheses of six were supported. Based on this study, brand commitment had a positive effect on employees\u2019 brand endorsement. Internal brand communication was found to impact positively to employee perceived brand knowledge. Also employee perceived brand knowledge had positive effect on employees\u2019 brand commitment. \n\tAs this is a case study, the findings can add and support existing theories about internal branding but further studies are required in order to generalize findings. Previous research has proven that brand commitment has positive effect on employees\u2019 brand building behavior and this study support that finding. This study also contributes to existing literature about importance of internal communication in employees\u2019 brand knowledge. Brand knowledge has been recognized as an antecedent for brand commitment in previous research and this study supports also that finding.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2020-11-02T06:32:00Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-11-02T06:32:00Z (GMT). No. of bitstreams: 0\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "53", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "eng", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "internal branding", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "brand knowledge", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "brand commitment", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "brand endorsement", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "The role of internal branding in employee brand knowledge, brand commitment and brand endorsement : a case study", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202011026463", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Taloustieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Business and Economics", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Viestinn\u00e4n johtaminen", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Corporate Communication", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "yvv.contractresearch.collaborator", "value": "finance", "language": "", "element": "contractresearch", "qualifier": "collaborator", "schema": "yvv"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "yvv.contractresearch.initiative", "value": "business", "language": "", "element": "contractresearch", "qualifier": "initiative", "schema": "yvv"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "2043", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sis\u00e4inen viestint\u00e4", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "br\u00e4nd\u00e4ys", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "ty\u00f6ntekij\u00e4t", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "internal communication", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "branding", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "employees", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "marketing", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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