Perceptual Alignment of Retail Brand Image in Corporate Branding

266 Pages·2017·10.11 MB·English

Perceptual Alignment of Retail Brand Image in Corporate Branding: A study of
employee perceived stakeholder alignment and effects on brand equity
Tam, Kaj-Dac
2016
Document Version:
Publisher's PDF, also known as Version of record
Link to publication
Citation for published version (APA):
Tam, K-D. (2016). Perceptual Alignment of Retail Brand Image in Corporate Branding: A study of employee
perceived stakeholder alignment and effects on brand equity. [Doctoral Thesis (monograph), Department of
Business Administration].
Total number of authors:
1
General rights
Unless other specific re-use rights are stated the following general rights apply:
Copyright and moral rights for the publications made accessible in the public portal are retained by the authors
and/or other copyright owners and it is a condition of accessing publications that users recognise and abide by the
legal requirements associated with these rights.
• Users may download and print one copy of any publication from the public portal for the purpose of private study
or research.
• You may not further distribute the material or use it for any profit-making activity or commercial gain
• You may freely distribute the URL identifying the publication in the public portal
Read more about Creative commons licenses: https://creativecommons.org/licenses/
Take down policy
If you believe that this document breaches copyright please contact us providing details, and we will remove
access to the work immediately and investigate your claim.
LUND UNIVERSITY
PO Box 117
221 00 Lund
[phone]

Perceptual Alignment of Retail Brand
Image in Corporate branding:
A study of employee perceived stakeholder alignment and
effects on brand equity

1
2
Perceptual Alignment of Retail Brand
Image in Corporate Branding:
A study of employee perceived stakeholder alignment and
effects on brand equity

Kaj-Dac Tam

DOCTORAL DISSERTATION
by due permission of the Department of Business Administration, School of
Economics and Management, Lund University, Sweden.
To be defended at EC3: 207 on Thursday 14th April 2016 at 13.00.

Faculty opponent
Professor Steve Burt

3

Perceptual Alignment of Retail Brand
Image in Corporate Branding:
A study of employee perceived stakeholder alignment and
effects on brand equity

Kaj-Dac Tam

5
Copyright © | Kaj-Dac Tam

Cover photo and design © | Kaj-Dac Tam

Lund University | School of Economics and Management
Department of Business Administration

ISBN 978-91-7623-727-4
ISSN 978-91-7623-728-1

Printed in Sweden by Media-Tryck, Lund University
Lund 2016

6
If you cannot do great things,
then do small things in a great way

7