Corporate branding through employees - An ethnographic study on employee brand-supportive behaviors among frontline employees of a Finnish telecommunications company

dc.contributorAalto Universityen
dc.contributorAalto-yliopistofi
dc.contributor.authorKoskinen, Jaakko
dc.contributor.departmentDepartment of Marketing and Managementen
dc.contributor.departmentMarkkinoinnin ja johtamisen laitosfi
dc.contributor.schoolKauppakorkeakoulufi
dc.contributor.schoolSchool of Economicsen
dc.date.accessioned2011-11-14T11:23:45Z
dc.date.available2011-11-14T11:23:45Z
dc.date.dateaccepted0011-01-14
dc.date.issued2011
dc.description.abstractOBJECTIVE OF THE STUDY The broad aim of this research was to study the role of frontline employees in the context of corporate branding. More specifically, the objective was to examine the intra- and extra-organizational factors affecting and supporting the brand-associated behavior of the case company’s frontline employees. The second objective was to observe and analyze the actual behavior of the employees in the field and to determine the level of their brand knowledge and whether it has a notable effect on their interactions with customers. RESEARCH METHOD Considering the research objective where in-depth information and understanding was needed, qualitative research was chosen as the research method. The actual fieldwork was conducted within a single organization, a Finnish telecommunications company. The data was collected through ethnographic research and interviews in various stores of the case company in the Helsinki area. FINDINGS The empirical findings of this study are in line with prevailing assumptions and evidence which suggest that employee empowerment is a significant factor in eliciting brand-supportive behavior. Furthermore, the findings imply that informal internal sources of messages have a strong impact in facilitating the interpretation and internalization of the corporate brand values among employees. Brand-related training should be introduced to strengthen the brand awareness and commitment in order to bring out the full potential of frontline employees – not just as sales and customer service personnel but as ambassadors of the corporate brand, as well. KEYWORDS Corporate branding, brand-supportive behavior, brand ambassador, employee empowerment, ethnographic research, ethnographyen
dc.ethesisid12458
dc.format.extent87
dc.identifier.urihttps://aaltodoc.aalto.fi/handle/123456789/590
dc.identifier.urnURN:NBN:fi:aalto-201111181502
dc.language.isoenen
dc.locationP1 I
dc.programme.majorMarketingen
dc.programme.majorMarkkinointifi
dc.subject.heleconmarkkinointi
dc.subject.heleconmarketing
dc.subject.heleconyritykset
dc.subject.heleconcompanies
dc.subject.helecontyöntekijät
dc.subject.heleconworkers
dc.subject.heleconbrandit
dc.subject.heleconbrands
dc.subject.heleconteleoperaattorit
dc.subject.helecontelecommunications industry
dc.subject.heleconmerkkiuskollisuus
dc.subject.heleconbrand loyalty
dc.subject.heleconkäyttäytyminen
dc.subject.heleconbehaviour
dc.subject.heleconetnografia
dc.subject.heleconethnography
dc.subject.keywordcorporate branding
dc.subject.keywordbrand-supportive behavior
dc.subject.keywordbrand ambassador
dc.subject.keywordemployee empowerment
dc.subject.keywordethnographic research
dc.subject.keywordethnography
dc.titleCorporate branding through employees - An ethnographic study on employee brand-supportive behaviors among frontline employees of a Finnish telecommunications companyen
dc.typeG2 Pro gradu, diplomityöfi
dc.type.dcmitypetexten
dc.type.ontasotMaster's thesisen
dc.type.ontasotPro gradu tutkielmafi
local.aalto.idthes12458
local.aalto.openaccessno
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