Branding & Organizational Performance
Wissett, John Spencer (2005) Branding & Organizational Performance. [Dissertation (University of Nottingham only)] (Unpublished)
Marketers, business strategists and investors commonly believe that organizations with strong brands with high employee buy-in perform better than those with weaker brands. This belief affects the way managers view their organizations and develop their strategies today. The aim of this research was to test this belief. A positivist approach was taken for this research and so an overarching hypothesis was developed, based upon three supporting hypotheses, which were then tested using a framework developed by the researcher.
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