HCBE Theses and Dissertations
Campus Access Only
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Date of Award
2013
Document Type
Dissertation - NSU Access Only
Degree Name
Doctor of Business Administration (DBA)
Department
H. Wayne Huizenga School of Business and Entrepreneurship
Advisor
Russell Abratt
Committee Member
Michael Bendixen
Committee Member
Bahaudin Mujtaba
Abstract
Companies in the learning industry are in the business-to-business marketplace and the companies focus on providing services to their customers. In service businesses delivering on the brand promise is aligned with the services employees deliver to customers. The learning industry was used to research whether a commitment to internal brand training impacts business performance. Two of the initial hypotheses were supported; a learning orientation increases commitment to internal brand training and internal brand training increases employee commitment to the brand. The third hypothesis, employee brand commitment improves business performance, was not supported. A re-specified model found.
NSUWorks Citation
Audrey Ellison. 2013. Internal Brand Training in the Learning Industry. Doctoral dissertation. Nova Southeastern University. Retrieved from NSUWorks, H. Wayne Huizenga School of Business and Entrepreneurship. (122)
https://nsuworks.nova.edu/hsbe_etd/122.