Return to search

The unknown brand of the Swedish Armed Forces : a case study of how the SAF's brand image coheres to its brand identity and how it might influence its employer attractiveness

This study is based on the case of the Swedish Armed Forces (SAF) since the organization has struggled with its recruitment and brand building. The purpose of the study is to approach the coherence between brand image and brand identity through an employer branding perspective. More specifically, it aims to explore how this interplay might influence the employer attractiveness of an organization. The research is based on a qualitative case study. Furthermore, previous research regarding brand identity, brand image and employer branding constitutes the basis of the developed conceptual model. The empirical material was gathered through semi-structured interviews with current SAF employees and semi-structured focus groups with potential employees. Findings indicate the brand image did not cohere with the brand identity and that the potential employees had a more negative perception of the employer. However, the potential employees’ who had relatives who work for the SAF had a positive attitude towards the organization and perceived the workplace as more attractive. This study has contributed with an additional perspective on employer branding since there is little research within the field.

Identiferoai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hkr-19691
Date January 2019
CreatorsHenriksson, Clara, Kubiak, Karolina
PublisherHögskolan Kristianstad, Fakulteten för ekonomi, Högskolan Kristianstad, Fakulteten för ekonomi
Source SetsDiVA Archive at Upsalla University
LanguageEnglish
Detected LanguageEnglish
TypeStudent thesis, info:eu-repo/semantics/bachelorThesis, text
Formatapplication/pdf
Rightsinfo:eu-repo/semantics/openAccess

Page generated in 0.002 seconds