Organisational love : external stakeholder perspective on organisation showing affection in B2B relationship

Organisational love external stakeholder perspective on organisation showing affection in B2B relationship

The aim of this study is to investigate love in organisation-stakeholder relationships (OSR). While brand love research typically examines stakeholders’ love for brands and organisations, this study examines organisations’ love for stakeholders - an outside-in perspective which is under-explored in...

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Bibliographic Details
Main Author: Mattinen, Jenni
Other Authors: Kauppakorkeakoulu, School of Business and Economics, Taloustieteet, Business and Economics, Jyväskylän yliopisto, University of Jyväskylä
Format: Master's thesis
Language:eng
Published: 2022
Subjects:
brand love
organisation stakeholder love (OSL)
organisation-stakeholder relationships (OSRs)
relationship management
Viestinnän johtaminen
Corporate Communication
2043
kiintymys
brändit
rakkaus
organisaatiot
yhteisöviestintä
sidosryhmät
affection (attachment)
brands
love
organisations (systems)
organisational communication and public relations
stakeholder groups
Online Access: https://jyx.jyu.fi/handle/123456789/83332

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