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Frank, Robert & Stig: A Study About Organizational Core Value Branding, through Notional Employees
Jönköping University, Jönköping International Business School, JIBS, EMM (Entrepreneurship, Marketing, Management).
Jönköping University, Jönköping International Business School, JIBS, EMM (Entrepreneurship, Marketing, Management).
2010 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The phenomenon of notional employees has started to occur, since companies are facing an increased challenge to break through the marketing clutter. The phenomenon makes it possible for companies to communicate the increasingly important intangible values of a brand.

The purpose with this thesis is to explore and illustrate how organizational core values are communicated through notional employees.

The phenomenon of notional employees was researched from both a company and customer perspective, where a multiple case study research was made. Interviews were held with the authors of the notional employees and focus groups were held among consumers.

Communication of core values via notional employees follows four steps.

First the notional employee and its character is created. This step is followed by communication of core values through the notional employee. Thirdly, the type of values which has been communicated needs to be analyzed. Finally, if true core values are not communicated, communicative adjustments are required.

These steps are presented in “The Core Value Communication Wheel”.

Place, publisher, year, edition, pages
2010. , p. 70
Keywords [en]
Notional Employees, Core Values, Spokesperson, Spokes Character, Advertising communication, Organizational Core Value Communication
Keywords [sv]
Fiktivt anställda, Grundvärderingar, Talesman, Reklamkommunikation, Kommunikation via företags grundvärderingar
Identifiers
URN: urn:nbn:se:hj:diva-12884OAI: oai:DiVA.org:hj-12884DiVA, id: diva2:344514
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2010-09-07 Created: 2010-08-16 Last updated: 2010-09-07Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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