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An investigation into Internal employer branding initiatives on employee satisfaction and consumer experience within the luxury retail environment

Higgins, Katie (2021) An investigation into Internal employer branding initiatives on employee satisfaction and consumer experience within the luxury retail environment. Masters thesis, Dublin, National College of Ireland.

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Abstract

Branding has become a strategic forefront in the minds of most business owners. Yet, while a more established brand name creates connection and consumer loyalty, often, the employee is forgotten. Within brand advertising, these creative campaigns and messaging are usually made with the consumer in mind, but how can employers look towards attracting prospective staff while engaging and creating a brand community internally.

Understanding the links between employee perspective, employer relationship, and communications can be critical to modern marketers in creating successful and performing business ventures. The purpose of this study is to explore the luxury retail industry, with its fast-paced, experimental and competitive environment, to examine what employees value and consider to be their store's branding initiatives. Next, motivation and retention will be explored to gauge its effects on employee satisfaction, and finally, the consumer experience will be explored.

Qualitative primary research with an inductive approach was chosen to be the primary source of consideration for this study, with the secondary research of academia as a grounding. The data were analysed through a thematic approach. The findings concluded that employers with more vital and more communicative relationships with their employees built more brand loyalty. While other results found that the more trained and engaged the employees were to their brand, the more confident and better they performed with consumers. Further research was needed around the blurred lines of internal branding with considerations for the post covid environment, which may change consumer demands. Research around experiential design may also be considered as a future venture within this area.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Branding
H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HD Industries. Land use. Labor > Issues of Labour and Work > Quality of Work Life / Job Satisfaction
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Retail Industry
Divisions: School of Business > Master of Science in Marketing
Depositing User: Clara Chan
Date Deposited: 18 Feb 2022 10:52
Last Modified: 18 Feb 2022 10:52
URI: http://norma.ncirl.ie/id/eprint/5466

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