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...

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Bibliographic Details
Main Authors: Henriksson, Clara, Kubiak, Karolina
Format: Others
Language:English
Published: Högskolan Kristianstad, Fakulteten för ekonomi 2019
Subjects:
Online Access:http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-19691