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A Qualitative Study of the Impact of Employee Brand Perception on Motivation within the Tech Sector in Ireland

Isaac-Agbetunsin, Desayo Iyinoluwa (2021) A Qualitative Study of the Impact of Employee Brand Perception on Motivation within the Tech Sector in Ireland. Masters thesis, Dublin, National College of Ireland.

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Abstract

Employee motivation is important in a disruptive industry like the Technology industry where innovations are rampant, and brands need to project a strong image to retain a clientele. Ireland has a fairly robust Technology sector, and the individual brands which make up the sector are considered. A brand has been noted to be the sum of perceptions by which the brand is differentiated from others, and it aims toward the fulfillment of promises about the brand experience. The awareness created by a brand can also be turned inwards - in this case the employees. This study examines the impact of brand perception on employee motivation.

The research questions were centered around the employees understanding of their brand, factors the employees consider important in the delivery of the brand promise, and how the employees access the organisation defined information on how they can deliver optimally in line with the organisations brand promise. A qualitative approach was used which entailed conducting semi-structured interviews among identified staff in the Technology Industry. Findings indicated that employees mainly maintained high levels of admiration for their respective brands. Top motivating factors included the respective brands’ positioning and reputation. These perceptions were noted to affect their attitude to work and motivation - observed morale on the job was generally positive and more of them noted that they were on fruitful career path. The high levels of satisfaction observed was also noted to be the element that enabled the staff to identify with the objectives of their respective organisations on the personal level. Other factors considered extrinsic contributing to employee morale were also noted, some of these included external rewards, professional acknowledgement, and bonuses. The study made recommendations that would further inspire employee motivation.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Branding
D History General and Old World > DA Great Britain > Ireland
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > I.T. Industry
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management > Human Resource Management > Performance Management > Motivation
Divisions: School of Business > Master of Arts in Human Resource Management
Depositing User: Clara Chan
Date Deposited: 24 Jan 2022 16:18
Last Modified: 24 Jan 2022 16:18
URI: http://norma.ncirl.ie/id/eprint/5319

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