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[{"key": "dc.contributor.advisor", "value": "Salonen, Anna Kaarina", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Pellinen, Heta Helmiina", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2024-06-12T18:09:02Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2024-06-12T18:09:02Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2024", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/95820", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Sis\u00e4isen br\u00e4ndijohtamisen on tunnistettu olevan keskeisess\u00e4 roolissa vahvojen br\u00e4ndien luomisessa. T\u00e4m\u00e4n ymm\u00e4rryksen seurauksena viime vuosikymmenin\u00e4 on kiinnostuttu erilaisten br\u00e4nd\u00e4ysstrategioiden integroimisesta organisaatioiden henkil\u00f6st\u00f6hallinnan prosesseihin. Vaikka n\u00e4it\u00e4 sis\u00e4isille sidosryhmille tarkoitettuja br\u00e4ndin johtamisk\u00e4yt\u00e4nteit\u00e4 on tutkittu eneneviss\u00e4 m\u00e4\u00e4rin, ei sis\u00e4iselle br\u00e4ndijohtamiselle ole olemassa yht\u00e4 kokonaisvaltaista ja yleisesti hyv\u00e4ksytty\u00e4 m\u00e4\u00e4ritelm\u00e4\u00e4. T\u00e4ten t\u00e4m\u00e4n tutkimuksen tarkoituksena on muodostaa kattava viitekehys sis\u00e4iselle br\u00e4ndijohtamiselle osana organisaatioiden strategista br\u00e4ndijohtamista. Tutkielma perustuu laajaan kirjallisuuskatsaukseen ja empiirisiin havaintoihin organisatorisista l\u00e4ht\u00f6kohdista, sis\u00e4iseen br\u00e4ndijohtamiseen liittyvist\u00e4 k\u00e4yt\u00e4nteist\u00e4 sek\u00e4 lopputuloksista, jotka liittyv\u00e4t sis\u00e4isen br\u00e4ndip\u00e4\u00e4oman kasvattamiseen. \n\nTutkimus toteutettiin laadullisena tapaustutkimuksena, jossa haastateltiin yhdess\u00e4 markkinointitoimistossa ty\u00f6skentelevi\u00e4 esihenkil\u00f6it\u00e4 ja asiantuntijaroolissa toimivia ty\u00f6ntekij\u00f6it\u00e4. Haastattelujen perusteella k\u00e4vi ilmi, ett\u00e4 tapausyrityksen haasteellinen br\u00e4nditilanne on vaikeuttanut sis\u00e4isen br\u00e4nd\u00e4yksen toteuttamista kyseisess\u00e4 yrityksess\u00e4. Vaikka yrityksen br\u00e4nditilanne osoittautui monimutkaiseksi, tutkimustulokset tukevat sis\u00e4iselle br\u00e4ndijohtamiselle muodostettua teoreettista viitekehyst\u00e4 tarjoten samalla uusia n\u00e4k\u00f6kulmia ja rakenteita, jotka rikastavat ymm\u00e4rryst\u00e4 my\u00f6s sis\u00e4iseen br\u00e4nd\u00e4ykseen liittyvien k\u00e4yt\u00e4nn\u00f6n haasteiden kautta.\n\nTutkimustulosten perusteella sis\u00e4inen br\u00e4ndijohtaminen pohjautuu sek\u00e4 br\u00e4ndi- ett\u00e4 henkil\u00f6st\u00f6suuntautuneisiin periaatteisiin. N\u00e4iden organisatoristen l\u00e4ht\u00f6kohtien tulisi ohjata yritysten sis\u00e4isi\u00e4 br\u00e4ndinhallintak\u00e4yt\u00e4nteit\u00e4, joiden ensisijaisena tavoitteena on rakentaa sis\u00e4ist\u00e4 br\u00e4ndip\u00e4\u00e4omaa parantamalla sis\u00e4isten sidosryhmien br\u00e4ndiasenteita ja br\u00e4ndik\u00e4ytt\u00e4ytymist\u00e4. Tulosten perusteella br\u00e4ndin muotoilu koko henkil\u00f6st\u00f6n voimin n\u00e4ytt\u00e4\u00e4 edist\u00e4v\u00e4n ty\u00f6ntekij\u00f6iden br\u00e4ndiymm\u00e4rryst\u00e4 ja br\u00e4ndiin samaistumista, kun taas systemaattisella br\u00e4ndijohtajuudella, br\u00e4ndiin sidotuilla HR-k\u00e4yt\u00e4nteill\u00e4 ja sis\u00e4isell\u00e4 br\u00e4ndiviestinn\u00e4ll\u00e4 voidaan vahvistaa ty\u00f6ntekij\u00f6iden br\u00e4ndiasenteita ja br\u00e4ndi-identiteetin mukaista toimintaa. T\u00e4ten sis\u00e4isell\u00e4 br\u00e4ndijohtamisella voidaan positiivisesti vaikuttaa henkil\u00f6st\u00f6n br\u00e4ndik\u00e4sitysten kautta muodostuvaan sis\u00e4iseen br\u00e4ndip\u00e4\u00e4omaan, mik\u00e4 voi vahvistaa br\u00e4ndin asemaa my\u00f6s ulkoisesti ty\u00f6ntekij\u00f6iden v\u00e4lityksell\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Internal brand management has been recognized as crucial for building strong brands. Consequently, interest in integrating diverse branding strategies with organizations\u2019 human resource management processes has grown in recent decades. Although these internal branding efforts aimed at internal stakeholders have been increasingly studied, a comprehensive and universally accepted definition for internal branding is still lacking. Therefore, the purpose of this thesis is to establish a cohesive framework for internal branding within the scope of organizations\u2019 strategic brand management. This thesis utilizes an extensive literature review and empirical observations to explore organizational antecedents, internal brand management practices, and outcomes associated with enhancing internal brand equity through managerial branding activities. \n\nThe research was conducted as a single-case study, interviewing supervisors and employees in marketing specialist roles at a Finnish marketing agency. The results revealed that the challenging brand situation within the case company has hindered the implementation of internal branding. Despite the complexity of the company\u2019s brand status, the research results reinforce the theoretical foundations of the established internal branding framework, while also introducing novel perspectives and structures that enrich the understanding through practical challenges associated with internal branding.\n\nThe research findings indicate that internal branding relies on both brand-oriented and internal market-oriented principles. These organizational antecedents should guide internal branding practices within organizations aiming to build internal brand equity by enhancing internal stakeholders\u2019 brand attitudes and behaviors. The research suggests that involving the entire workforce in co-creating the brand essence fosters a collective brand identity among employees, thus enhancing their understanding and identification with the brand. To further reinforce employees\u2019 brand attitudes and behaviors, systematic and continuous internal cascading of the brand through brand-centered HRM, internal brand communication, and brand leadership efforts is considered essential. Therefore, internal brand management is proposed to positively influence the internal brand equity formed through employees\u2019 perceptions, which may further enhance the brand\u2019s external position through employee interactions.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija.group@korppi.jyu.fi) on 2024-06-12T18:09:02Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2024-06-12T18:09:02Z (GMT). No. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "93", "language": null, "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": "CC BY-NC-ND 4.0", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.title", "value": "\u201cThe Shoemaker\u2019s Children Always Go Barefoot\u201d \u2013 Case Study on Internal Branding within a Marketing Agency", "language": null, "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-202406124587", "language": null, "element": "identifier", "qualifier": "urn", "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.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": "Marketing", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.copyright", "value": "\u00a9 The Author(s)", "language": null, "element": "rights", "qualifier": "copyright", "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.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://creativecommons.org/licenses/by-nc-nd/4.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
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