The purpose of the study was to explore the relationship between the transformational leadership (TL) style of officers and their followers’ organisational citizenship behaviour (OCB) in a South African military environment. TL was measured by means of the Multifactor Leadership Questionnaire (MLQ) (Form 5X) and OCB by means of the Organisational Citizenship Behaviour Scale (OCBS). A sample of 300 followers was identified at a military unit in the South African Army and the participants were requested to complete the two questionnaires. The MLQ produced a Cronbach’s alpha of 0.91 and the OCBS a Cronbach’s alpha of 0.79, which were both statistically significant and acceptable. The main hypothesis of the empirical study was accepted, which predicted a significant relationship between TL and OCB (r = 0.412, significant at the 0.001 level). The hypotheses predicting a significant relationship between TL the five sub-dimensions of OCB produced mixed results. These results are as follows; there was no significant relationship between TL and Civic Virtue (r = 0.180), between TL and Sportsmanship (r = 0.132) and between TL and Courtesy (r = 0.207). Additionally, the hypotheses predicting a significant relationship between TL and Altruism (r = 0.499) and between TL and Conscientiousness (r = 0.315) were accepted. / Industrial & Organisational Psychology / M.A. (Industrial and Organisational Psychology)

Organisations worldwide are experiencing an explosion of knowledge in the current technological information age as well as a serious skills shortage. The fast-paced aggressive and highly cyclical nature of the profession which often does not provide employees with the necessary resources and support causes employees in the information technology (IT) industry to show high turnover intent which is extremely costly and detrimental to organisational success. IT specialists are becoming a scarce commodity in a highly competitive environment where financial gain is very important and employee well-being is not necessarily a prerogative. Employers are faced with additional obligations than just paying equitable salaries, such as creating an environment that is conducive towards well-being. Efforts to promote flourishing and optimal functioning of employees will affect individual and organisational outcomes. Flourishing and languishing are opposite end points on a continuum of mental health indicating the emotional, psychological and social well-being of individuals. An individual who feels well (emotional well-being) is more likely to function well (psychological and social well-being) which means meeting the criteria for positive mental health as flourishing. Investments in the well-being of employees lay the basis for positive employment relations. The aim of this study was to investigate the flourishing of employees in the information technology industry and to determine the antecedents and outcomes thereof. A cross-sectional survey design was used to gather data regarding the flourishing of IT professionals and its outcomes. A convenience sample (N = 205) was taken of employees in information technology organisations in South Africa. The measuring instruments used were the Mental Health Continuum Short Form, Job Satisfaction Scale, Work Engagement Scale, Work-related Basic Need Satisfaction Scale, Work Role Fit Scale, Psychological Contract Inventory, Violations of PC Questionnaire, Organisational Commitment Scale, Turnover Intention Scale and Counterproductive Work Behaviour measures. The results of study 1 showed that 58.5% of the IT professionals were neither languishing nor flourishing, while 3.9% were languishing. Flourishing strongly impacted job satisfaction and had minor to moderate direct and indirect effects on organisational citizenship behaviour and organisational commitment. Job satisfaction impacted directly and positively on organisational commitment and negatively on turnover intention; and moderately negatively on counterproductive behaviour. Flourishing had both a direct and positive effect, and an indirect and negative effect (via organisational commitment) on turnover intention. Study 2 showed that psychological contract breach and violation strongly and negatively impacted flourishing at work and in life. The results provided support for a model in which psychological contract breach and violation had both direct and indirect effects via satisfaction of psychological needs on job satisfaction, work engagement, turnover intention and flourishing of IT professionals. Study 3 showed that work role fit and the availability of resources were strong predictors of flourishing at work and in life. Work role fit, the availability of resources, and supervisor relations impacted job satisfaction and social well-being indirectly through autonomy satisfaction. The availability of resources impacted work engagement and psychological well-being indirectly via competence satisfaction. Furthermore, work role fit, the availability of resources, and supervisor relations impacted psychological well-being indirectly through relatedness. Recommendations for future research were made. / PhD, Labour relations management, North-West University, Vaal Triangle Campus, 2012

The happiness of managers is an important research theme for several reasons. Managers spend most of their working day with people, are constantly interacting with various social systems and are role models for happiness in organisations. Furthermore, happiness (in terms of feeling and functioning well) is associated with mental health and positive organisational outcomes. The prevalence of positive mental health is relatively low, with less than a third of the population experiencing high mental health. Research about happiness is necessary given that gains in mental health predict declines in mental illness. Two conceptualisations of happiness, namely authentic happiness (Seligman, 2002), and flourishing (Keyes, 2005) include dimensions of feeling and functioning well. No studies have been conducted regarding the happiness of managers in South Africa. Therefore, research is necessary to investigate the factors associated with happiness, as well as the pathways to managers’ happiness. Psychological need satisfaction is an important pathway through which social-contextual variables impact happiness of people. The aim of this research was to investigate the state of, antecedents and outcomes of happiness of managers in the agricultural sector in South Africa. A cross-sectional design with managers in the South African agricultural sector (N = 507) was used. The Orientations to Happiness Questionnaire, Satisfaction with Life Scale, Job Satisfaction Scale, Organisational Citizenship Behaviour Scale, Organisational Commitment Scale, Antecedents Scale, Work-related Basic Need Satisfaction Scale, Work Engagement Scale, Mental Health Continuum Short Form, Questionnaire for Eudaimonic Well-being, Work-role Fit Scale, Work-Life Questionnaire and Turnover Intention Scale were utilised. Cronbach alpha coefficients, exploratory factor analysis, Pearson correlations, multiple regression analysis, descriptive statistics and mediational analysis (Omnibus procedure) were applied. Structural equation modelling was used to test a structural model of orientations to happiness and its relation to various organisational outcomes. The results of study 1 showed that orientations to happiness (i.e. pleasure, meaning and engagement) had strong direct effects on subjective well-being, job satisfaction and organisational citizenship behaviour. Orientations to happiness impacted job satisfaction indirectly through subjective well-being. Subjective well-being had a strong direct and positive effect on job satisfaction. Orientations to happiness and subjective well-being affected organisational commitment indirectly through their effects on job satisfaction. Concerning happiness as flourishing at work, the results of study 2 showed that 3% of the managers were languishing, 48.5% were moderately flourishing, while 48.5% were flourishing. Task characteristics, supervisor relations, availability of resources impacted job satisfaction, emotional and psychological well-being of managers. Remuneration was associated with job satisfaction, emotional and social well-being. Task characteristics, supervisor relations, personal resources and remuneration satisfied the psychological needs for autonomy, competence and relatedness, which impacted job satisfaction, work engagement and flourishing of managers positively. The results of study 3 showed that factors contributing to meaningful work (work role fit, good co-worker relations, meaningful tasks and work beliefs) had direct effects on psychological need satisfaction, purpose and meaning in life, organisational citizenship behaviour and turnover intention. Work role fit, co-worker relations, task characteristics and career orientation (as a work belief) impacted meaning and purpose in life indirectly through competence satisfaction. Purpose in life impacted turnover intention negatively via psychological need satisfaction, while meaning in life impacted organisational citizenship behaviour and turnover intention via competence and relatedness satisfaction. Recommendations for future research were made. / PhD, Industrial Psychology, North-West University, Vaal Triangle Campus, 2012

The purpose of the study was to explore the relationship between the transformational leadership (TL) style of officers and their followers’ organisational citizenship behaviour (OCB) in a South African military environment. TL was measured by means of the Multifactor Leadership Questionnaire (MLQ) (Form 5X) and OCB by means of the Organisational Citizenship Behaviour Scale (OCBS). A sample of 300 followers was identified at a military unit in the South African Army and the participants were requested to complete the two questionnaires. The MLQ produced a Cronbach’s alpha of 0.91 and the OCBS a Cronbach’s alpha of 0.79, which were both statistically significant and acceptable. The main hypothesis of the empirical study was accepted, which predicted a significant relationship between TL and OCB (r = 0.412, significant at the 0.001 level). The hypotheses predicting a significant relationship between TL the five sub-dimensions of OCB produced mixed results. These results are as follows; there was no significant relationship between TL and Civic Virtue (r = 0.180), between TL and Sportsmanship (r = 0.132) and between TL and Courtesy (r = 0.207). Additionally, the hypotheses predicting a significant relationship between TL and Altruism (r = 0.499) and between TL and Conscientiousness (r = 0.315) were accepted. / Industrial and Organisational Psychology / M.A. (Industrial and Organisational Psychology)

Organisations worldwide are experiencing an explosion of knowledge in the current technological information age as well as a serious skills shortage. The fast-paced aggressive and highly cyclical nature of the profession which often does not provide employees with the necessary resources and support causes employees in the information technology (IT) industry to show high turnover intent which is extremely costly and detrimental to organisational success. IT specialists are becoming a scarce commodity in a highly competitive environment where financial gain is very important and employee well-being is not necessarily a prerogative. Employers are faced with additional obligations than just paying equitable salaries, such as creating an environment that is conducive towards well-being. Efforts to promote flourishing and optimal functioning of employees will affect individual and organisational outcomes. Flourishing and languishing are opposite end points on a continuum of mental health indicating the emotional, psychological and social well-being of individuals. An individual who feels well (emotional well-being) is more likely to function well (psychological and social well-being) which means meeting the criteria for positive mental health as flourishing. Investments in the well-being of employees lay the basis for positive employment relations. The aim of this study was to investigate the flourishing of employees in the information technology industry and to determine the antecedents and outcomes thereof. A cross-sectional survey design was used to gather data regarding the flourishing of IT professionals and its outcomes. A convenience sample (N = 205) was taken of employees in information technology organisations in South Africa. The measuring instruments used were the Mental Health Continuum Short Form, Job Satisfaction Scale, Work Engagement Scale, Work-related Basic Need Satisfaction Scale, Work Role Fit Scale, Psychological Contract Inventory, Violations of PC Questionnaire, Organisational Commitment Scale, Turnover Intention Scale and Counterproductive Work Behaviour measures. The results of study 1 showed that 58.5% of the IT professionals were neither languishing nor flourishing, while 3.9% were languishing. Flourishing strongly impacted job satisfaction and had minor to moderate direct and indirect effects on organisational citizenship behaviour and organisational commitment. Job satisfaction impacted directly and positively on organisational commitment and negatively on turnover intention; and moderately negatively on counterproductive behaviour. Flourishing had both a direct and positive effect, and an indirect and negative effect (via organisational commitment) on turnover intention. Study 2 showed that psychological contract breach and violation strongly and negatively impacted flourishing at work and in life. The results provided support for a model in which psychological contract breach and violation had both direct and indirect effects via satisfaction of psychological needs on job satisfaction, work engagement, turnover intention and flourishing of IT professionals. Study 3 showed that work role fit and the availability of resources were strong predictors of flourishing at work and in life. Work role fit, the availability of resources, and supervisor relations impacted job satisfaction and social well-being indirectly through autonomy satisfaction. The availability of resources impacted work engagement and psychological well-being indirectly via competence satisfaction. Furthermore, work role fit, the availability of resources, and supervisor relations impacted psychological well-being indirectly through relatedness. Recommendations for future research were made. / PhD, Labour relations management, North-West University, Vaal Triangle Campus, 2012

The happiness of managers is an important research theme for several reasons. Managers spend most of their working day with people, are constantly interacting with various social systems and are role models for happiness in organisations. Furthermore, happiness (in terms of feeling and functioning well) is associated with mental health and positive organisational outcomes. The prevalence of positive mental health is relatively low, with less than a third of the population experiencing high mental health. Research about happiness is necessary given that gains in mental health predict declines in mental illness. Two conceptualisations of happiness, namely authentic happiness (Seligman, 2002), and flourishing (Keyes, 2005) include dimensions of feeling and functioning well. No studies have been conducted regarding the happiness of managers in South Africa. Therefore, research is necessary to investigate the factors associated with happiness, as well as the pathways to managers’ happiness. Psychological need satisfaction is an important pathway through which social-contextual variables impact happiness of people. The aim of this research was to investigate the state of, antecedents and outcomes of happiness of managers in the agricultural sector in South Africa. A cross-sectional design with managers in the South African agricultural sector (N = 507) was used. The Orientations to Happiness Questionnaire, Satisfaction with Life Scale, Job Satisfaction Scale, Organisational Citizenship Behaviour Scale, Organisational Commitment Scale, Antecedents Scale, Work-related Basic Need Satisfaction Scale, Work Engagement Scale, Mental Health Continuum Short Form, Questionnaire for Eudaimonic Well-being, Work-role Fit Scale, Work-Life Questionnaire and Turnover Intention Scale were utilised. Cronbach alpha coefficients, exploratory factor analysis, Pearson correlations, multiple regression analysis, descriptive statistics and mediational analysis (Omnibus procedure) were applied. Structural equation modelling was used to test a structural model of orientations to happiness and its relation to various organisational outcomes. The results of study 1 showed that orientations to happiness (i.e. pleasure, meaning and engagement) had strong direct effects on subjective well-being, job satisfaction and organisational citizenship behaviour. Orientations to happiness impacted job satisfaction indirectly through subjective well-being. Subjective well-being had a strong direct and positive effect on job satisfaction. Orientations to happiness and subjective well-being affected organisational commitment indirectly through their effects on job satisfaction. Concerning happiness as flourishing at work, the results of study 2 showed that 3% of the managers were languishing, 48.5% were moderately flourishing, while 48.5% were flourishing. Task characteristics, supervisor relations, availability of resources impacted job satisfaction, emotional and psychological well-being of managers. Remuneration was associated with job satisfaction, emotional and social well-being. Task characteristics, supervisor relations, personal resources and remuneration satisfied the psychological needs for autonomy, competence and relatedness, which impacted job satisfaction, work engagement and flourishing of managers positively. The results of study 3 showed that factors contributing to meaningful work (work role fit, good co-worker relations, meaningful tasks and work beliefs) had direct effects on psychological need satisfaction, purpose and meaning in life, organisational citizenship behaviour and turnover intention. Work role fit, co-worker relations, task characteristics and career orientation (as a work belief) impacted meaning and purpose in life indirectly through competence satisfaction. Purpose in life impacted turnover intention negatively via psychological need satisfaction, while meaning in life impacted organisational citizenship behaviour and turnover intention via competence and relatedness satisfaction. Recommendations for future research were made. / PhD, Industrial Psychology, North-West University, Vaal Triangle Campus, 2012

Thesis (MTech (Business Administration))--Cape Peninsula University of Technology, 2012 / Organisational citizenship behaviour (OCB) is discretionary behaviour of employees that display altruism, courtesy, conscientiousness and loyalty towards co-workers and the organisation. OCB is important, since it promotes efficient and effective functioning of the organisation (Organ, 1988: 4). Research suggests that OCB is related to perceptions of organisational justice (OJ). OJ refers to fairness of decision making processes in the workplace, employees’ perceptions, and the influence of OJ on workplace behaviour. Perceived fairness determines the extent of employees’ OCB contributions to the organisation. OCB may be increased if employee perceptions of OJ are improved (Moorman, 1991: 845). Anecdotal evidence suggests that many workers at the research site (Company A) display negative OCB, hence identifying a need for this study. The main objective of the study was to determine employee perceptions of OJ, levels of OCB, and to test the nature of the relationship between perceptions of OJ and OCB at Company A. Employees at Company A (N=130) were surveyed regarding their perceptions of OJ and their willingness to display OCB. Cross sectional, quantitative data was collected in a paper based survey, by using existing instruments that were formulated from validated standardised questionnaires to measure OJ and OCB. Responses were analysed, and the results of the study showed that certain components of OJ are related to OCB at Company A. Understanding the effect that management practices have on perceptions of OJ will enable management at Company A to improve interaction with employees in an effort to improve employees’ perceptions of fairness. This should enhance employee/management relations, encourage more citizenship behaviour from employees, and ultimately benefit the organisation.

M. Tech. (Department of Business Administration, Faculty of Management Sciences), Vaal University of Technology / Keywords: organisational justice, procedural justice, distributive justice, interactional justice, organisational citizenship behaviour. The purpose of this study is to investigate employees’ perceptions of organisational justice and their effects on organisational citizenship behaviour. This study advocates that the way employees perceive organisational justice affects their organisational citizenship behaviour in their current organisation. The fact that employees play a central role in the realisation of an organisation’s goals makes it critical for any organisation to have employees who are willing to go beyond what is required of them. In this study, a quantitative research paradigm and an exploratory research method were used to investigate a sample size of 226 employees working at the SAPS Academy, Paarl. In order to minimise the study bias, systematic sampling was used to ensure that the sample accurately reflected the larger population (N=457). Data were collected with the aid of a structured questionnaire and the results of the correlation analysis revealed that all three dimensions of organisational justice are significantly and positively related to organisational citizenship behaviour. Organisational justice also showed a strong predictive relationship with organisational citizenship behaviour. Based on the findings of the empirical survey, it was revealed that if organisational justice practices are implemented appropriately, employees holding key positions may be likely to display more organisational citizenship behaviours. Therefore, it was recommended that, to address negative perceptions of organisational justice, a strategy should be formulated to ensure that employees are treated fairly in terms of the dimensions of organisational justice. It was also recommended that when developing and implementing such a strategy, barriers should be addressed that could:  influence the availability of accurate and complete information for decision making; and  influence the dissemination of information pertaining to job decisions. It is further recommended that rewards programmes be reviewed to ensure that employees will experience fairness when comparing their own payoffs with those of fellow employees and perceive just distributive justice practices. vii The study concludes by recommending that a “Code of good practice – communication policy” be developed that would enable the displaying of social sensitivity and dignified, respectful and acceptable behaviour by employees in a managerial position towards their subordinates. The findings and recommendations of this study are important to employers as they provide crucial information regarding the types of activities organisations could engage in for employees to consider them as acceptable organisational justice practices. Such involvement in acceptable organisational justice activities can improve employees’ organisational citizenship behaviour and reinforce effective and efficient service delivery in their current organisation. The implications for future research indicate that a comparative study testing the differences between different groups based on certain biographical traits, such as gender, marital status, age, educational level, income and length of service in the South African Police Service, is advisable as it would assist in determining how such biographical traits might influence the various dimensions of organisational justice. Furthermore, the study could also be expanded to include a broader national sample within the Division: Human Resource Development and other divisions within the South African Police Service.

Summaries in English, Zulu and Southern Sotho / The primary aim of the study was to explore the relationship between career adaptability and organisational commitment of employees who work in the investment sector. The secondary aim was to ascertain whether individuals from various demographics (age groups, gender, ethnicity, qualifications, tenure and business unit) differed significantly regarding their career adaptability and organisational commitment. A cross-sectional quantitative, correlational research approach was followed where a non-probability convenience sample (n=200) of permanent employees in the investment sector was used. The instruments used for the study were the biographical questionnaire, Career Adapt Abilities Scale (CAAS) and Organisational Commitment Questionnaire (OCQ). The research results revealed statistically significant relationships between career adaptability and organisational commitment of employees who work in the investment sector in terms of correlational and inferential statistical analyses. There were statistically significant relationships between the demographic variables with some dimensions of career adaptability and organisational commitment. The test of mean differences revealed that some differences exist in career adaptability and organisational commitment in terms of demographical variables. The study provides recommendations for use by industrial psychology professionals in terms of career adaptability and organisational commitment practices, specifically within the investment sector. / Inhloso engaphezulu yalolucwaningo yabe ingukucubungula ubudlelwano phakathi kokuzinza ezifundweni-msebenzi nokuzibophela kwabasebenzi ezinkampanini zasengxenyeni yokukhulisa umnotho wezimali. Inhloso engaphansi yabe ingukungukuqondisisa ukuthi ngabe labasebenzi abakhethiwe bayahlukahlukana na ngokwenhloso engaphezulu uma kucutshungulwa ngokweminyaka yobudala babo, nangokohlanga lwabo, nangokwezinga lemfundo abalizuzile ekuqeqeshweni kwabo, nangokwesikhathi asebasisebenzile egunjini elikhethiwe enkampanini yabo. Ngokwenhloso engaphansi, lolucwaningo lacubungula ngokuqhathanisa okusemaphakathini kwalabasebenzi abangu (n=200) ababekhethwe kalula bebonke, ngesizathu sokuqhashwa kwabo ngokuphelele kulenkampani eyabe ikhethiwe. Amathulusi asetshenziswa ahlaziya ngokwenhloso yangaphansi eqoshelwe ukucubungula izilinganiso zamakhono emfundo-msebenzi (CAAS) kanye nokuzibophela kwabasebenzi ezinkampanini abasebenza kuzo (OCQ). Imiphumela yocubungulo yabubonisa ngokungasoleki ubudlelwano obuqondile nobuchazekayo ngokwamanani ohlaziyo phakathi kokuzinza ezifundweni-msebenzi nokuzibophela kwalabasebenzi enkampanini eyayikhethiwe esengxenyeni yokukhulisa umnotho wezimali. Imiphumela yocubungulo yabubonisa futhi ubudlelwano obungasoleki phakathi kweminyaka yobudala yalabasebenzi ababekhethiwe, nobulili babo, nobuhlanga babo, nezinga lezifundo abalifinyelele, nangeminyaka asebayisebenza engxenyeni abasebenza kuyo umakulinganiswa ukuzinza ezifundweni-msebenzi nokuzibophela kwabo lulenkampani ekhethiwe abasebenza kuyo. Ngaleyondlela, ucubungulo lwezilinganiso ezahlukahlukene lwabonisa ukuthi ukhona umahluko phakathi kokuzinza ezifundweni-msebenzi nokuzibophela kwabasebenzi ngokwenhloso engaphansi. Kanjalo, locubungulo lunikeza imibono engasetshenziswa ozosayensi bengqondo mayelana nokuziphatha kwabasebenzi umabefuna ulwazi ngokuzinza ezifundweni-msebenzi nasekuzibopheleni ezinkampanini kwabasebenzi. / Morero oa pele oa boithuto e ne e le ho lekola likamano lipakeng tsa ho ikamahanya le maemo mesebetsing le boitlamo ba mokhatlo hara basebetsi ba lekala la matsete. Morero oa bobeli e ne e le ho netefatsa hore na batho ba lilemo tse fapaneng, bong, morabe, mangolo a thuto, nako ea khoebo le khoebo li fapane haholo mabapi le ho ikamahanya le maemo mosebetsing le boitlamo ba mokhatlo. Mokhoa o fapaneng oa likarolo tse ngata, oa boithuto o kopaneng o ile oa lateloa moo sampole e sa khonehang ea bonolo (n = 200) ea basebetsi ba ka mehla lefapheng la matsete e sebelisitsoeng. Lisebelisoa tse sebelisitsoeng bakeng sa boithuto e ne e le lenane la lipotso tse mabapi le lipale tsa bophelo, Career Adapt Ability Scale (CAAS) le Organisational Commitment Questionnaire (OCQ). Sephetho sa lipatlisiso se senotse likamano tsa bohlokoa lipalo pakeng tsa ho ikamahanya le maemo mosebetsing le boitlamo ba mokhatlo hara basebetsi ba lekala la matsete ho latela ditshekatseko tsa liphuputso tse amanang le lipalo-palo. Ho bile le likamano tsa bohlokoa lipalo-palong lipakeng tsa lilemo, bong, morabe, mangolo a thuto, nako ea khoebo le yuniti ea khoebo maemong a mang a ho ikamahanya le maemo mosebetsing le boitlamo ba mokhatlo. Liteko tsa liphapang tse boleloang li senotse hore liphapang tse ling li teng molemong oa ho ikamahanya le maemo mosebetsing le boitlamo ba mokhatlo ho latela maemo a palo ea batho (lilemo, bong, mangolo a thuto ea morabe, nako ea khoebo le khoebo). Litlhahiso li khothaletsa hore li ka sebelisoa ke litsebi tsa kelello tsa indasteri le tsa mokhatlo le litsebi tsa litsebo tsa batho mabapi le ho ikamahanya le maemo mesebetsing le litloaelo tsa boitlamo ba mokhatlo, haholoholo lekaleng la matsete. / Industrial and Organisational Psychology / M. Com. (Industrial and Organisational Psychology)

Purpose: The purpose of this study is to examine how a company with a single brand is perceived as uniform, as well as how they use internal brand building to reconcile various competing actors within one brand. Furthermore the aim is to examine how staff, through internal brand building processes, perceives and identifies themself with the values of the common brand. Method: A case study with method triangulation was conducted at Nordiska Kompaniet department store in Stockholm. Quantitative data through a questionnaire survey with employees combined with two observations. Qualitative data was given through an email interview with a responsible manager of digital channels and PR from NK AB. Theories: This study has used the following theories; Destination marketing, Corporate brand, internal branding, corporate identity, corporate culture, brand value, service brand values, brand citizenship behaviour. Conclusion: This case study of NK has shown that internal branding building in a department store is a comprehensive work, which all involved must have a unified perception and understanding of the brand, in order to successful unite under one brand. Internal brand building is done primarily to employees through various recurrent trainings and meetings, with the purpose to create behaviour consistent with the brand values. However, there is a lack of communication since staff did not correctly perceive and understand the actual brand values. This results in that staff identify with incorrect values, which means that they have a brand citizenship behaviour that is not consistent with the brand values. / Syfte: Syftet med studien är att undersöka hur ett företag med ett gemensamt varumärke uppfattas som enhetligt, samt hur de använder intern varumärkesuppbyggnad för att förena olika konkurrerande aktörer under ett varumärke. Syftet är således att undersöka hur personalen med hjälp av intern varumärkesuppbyggnad, uppfattar och identifierar sig med det gemensamma varumärkets värden. Metod: En metodtriangulering genomfördes på Nordiska Kompaniet i Stockholm. Kvantitativ data gavs genom en enkätundersökning med anställda kombinerat med två observationer. Kvalitativa ansatsen var genom en e-post intervju med ansvarig chef för PR och digitala kanaler på NK AB. Teori: Studien har använt följande teorier; Destinationsmarknadsföring, företagsvarumärke, intern varumärkesuppbyggnad, företagsidentitet, företagskultur, varumärkesvärden, servicevarumärkets värden samt varumärkesorienterade beteende. Slutsats: Fallstudien på Nordiska Kompaniet har visat att intern varumärkesuppbyggnad i ett varuhus är ett omfattande arbete, där alla inblandade måste ha en enhetlig uppfattning och förståelse av varumärket, för att de framgångsrikt ska förenas under ett varumärke. Intern varumärkesuppbyggnad sker framförallt till anställda genom olika återkommande utbildningar och möten, för att således skapa ett beteende förenligt med varumärkets värden.  Däremot finns en brist i kommunikationen när personalen inte korrekt uppfattar och förstår varumärkets faktiska värden. Det leder till att personalen identifiera sig med felaktiga värden. Vilket gör att de uppvisar ett varumärkesorienterande beteende som inte är förenligt med varumärkets värden.