Internal Branding as a Marketing Strategy for Start-Up

Proceedings of the 19th International Symposium on Management (INSYMA 2022)(2022)

引用 0|浏览1
暂无评分
摘要
AbstractInternal branding evolved from marketing to engage employees of any organization for strategic planning. However, there has been a lack of evidence on the internal branding’s Return on Investment that has affected start-up managers. Therefore, this study aims to investigate the roles of internal branding as a marketing strategy of start-ups. Data were collected using a questionnaire from Egyptian start-ups. The proposed hypotheses were tested using PLS-SEM. The study addresses the roles of inter-functional coordination and internal branding to enhance the performance of a start-up brand. The findings show that start-up brands can be improved through internal branding. Similarly, internal branding programs are necessary to align and transform employee behavior.
更多
查看译文
关键词
internal branding,marketing strategy
AI 理解论文
溯源树
样例
生成溯源树,研究论文发展脉络
Chat Paper
正在生成论文摘要