BRAND COMMITMENT DAN BRAND PSYCHOLOGICAL OWNERSHIP DALAM MEMEDIASI PENGARUH INTERNAL CORPORATE BRANDING TERHADAP BRAND CITIZENSHIP BEHAVIOR

Agus Purnomo

Abstract


This study examined the influence of internal corporate branding on brand citizenship behavior. Research conduct on leading telecommunications services companies in the city of Malang. The results show that internal corporate branding has a positive and significant effect on brand citizenship behavior. Internal corporate branding also has a positive and significant effect on brand commitment and brand psychological ownership. Brand commitment and brand psychological ownership mediate relationship internal corporate branding to brand citizenship behavior, as well as directly each variable has a positive and significant influence on brand citizenship behavior.

Keywords


Brand; Internal Corporate Branding; Brand Commitment; Brand Psychological Ownership; Brand Citizenship Behavior

Full Text:

PDF

References


Balmer, J. (2001). “The three virtues and seven deadly sins of corporate brand management”. Journal of General Management, Vol.27, No.1, pp.1-17.

Balmer, J., Powell, Shaun M., Kernstock, J., dan Tim Oliver Brexendorf. (2017). Advances in Corporate Branding, Journal of Brand Management Advanced Collections. Macmillan Publishers Ltd. Spinger.

Burmann, C. dan Zeplin, S. (2005). “Building brand commitment: A behavioural approach do internal brand management”. Journal of Brand Management, Vol. 12, No. 4, pp. 279300.

Burmann, Christoph, Riley, Nicola-Maria, Halaszovich, Tilo, dan Michael Schade. (2017). Identity-Based Brand Management. Springer Fachmedien Wiesbaden GmbH.

Chang, A., Chiang, H.-H. dan Han, T.-S. (2012). “A multilevel investigation of relationships among brand-centered HRM, brand psychological ownership, brand citizenship behaviors, and customer satisfaction”. European Journal of Marketing, Vol. 46 No. 5, pp. 626-662.

Chiang, H-H, Chang, A., Han, T-S dan David McConville. (2013). “Corporate branding, brand psychological ownership and brand citizenship behavior: Multilevel analysis and managerial implications”. Journal of General Management, Vol. 39 No. I Autunm 2013.

Chiang, H.-H., Han, T.-S., dan McConville, D. (2017). “The attitudinal and behavioral impact of brand-centered human resource management”. International Journal of Contemporary Hospitality Management, 30(2), 939–960.

Dechawatanapaisal, Decha. (2018). "Employee retention: the effects of internal branding and brand attitudes in sales organizations". Personnel Review, Vol. 47 Issue: 3, pp.675-693.

Edo,Vicent Tortosa, Llorens-Monzonís, Jaume, Miguel Ángel Moliner-Tena, dan Javier Sánchez-García. (2015). “The influence of internal market orientation on external outcomes: The mediating role of employees’ attitudes”. Journal of Service Theory and Practice Vol. 25 Issue: 4, pp.486-523.

Garas, S. R. R., Mahran, A. F. A., dan Mohamed, H. M. H. (2018). Internal corporate branding impact on employees’ brand supporting behaviour. Journal of Product & Brand Management, 27(1), 79–95.

Harris, F. dan de Chernatony, L. (2001). “Corporate branding and corporate brand performance”. European Journal of Marketing, Vol. 35, No.3/4, pp.441-456.

Hurrell, S.A., dan Scholarios, D. (2014). “The people make the brand. Reducing social skills gaps through person-brand fit and human resource management practices”. Journal of Service Research, Vol. 17 No. 1, pp. 54-67.

Holzer, M., Batt, V., Bruhn, M. (2016). Brand Love of Employees: What Is It? How Is It Affected? Does It Drive Employee Brand Behavior?. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, DOI 10.1007/978-3-319-11815-4_103.

Ind, N. (2007). Living the Brand. Kogan Page, London, UK.

Javid, Homa, Monfared, Fatemeh Soleimani Amoli, dan Aghamoosa, Reza. 2016. “Internal Brand Management Relationship with Brand Citizenship Behavior, Job Satisfaction and Commitment in Saipa Teif Company”. Procedia Economics and Finance 36 408 – 413.

Johansson, Johny K. (2014). “Brands in International Trade Theory”. Multidisciplinary Insights from New AIB Fellows 139-157.

King, C., dan Grace, D. (2012). “Examining the antecedents of positive employee brand‐related attitudes and behaviours”. European Journal of Marketing, 46(3/4), 469–488.

Kimpakorn, N., dan Tocquer, G. (2010). “Service brand equity and employee brand commitment”. Journal of Services Marketing, 24(5), 378–388.

Louro, M.J., dan Cunha, P.V. 2001. “Brand management paradigms”. Journal of Marketing Management 17(7-8), 849–875.

Löhndorf, B. dan Diamantopoulos, A. (2014). “Internal branding, social identity and social exchange perspectives on turning employees into brand champions”. Journal of Service Research (in print).

Matanda, M.J. dan Ndubisi, N.O. (2013). “Internal marketing, internal branding, and organizational outcomes: the moderating role of perceived goal congruence”. Journal of Marketing Management, Vol. 29 Nos 9/10, pp. 1030-1055.

Nyadzayo, M.W., M.J. Matanda, and M.T. Ewing. (2015). The impact of franchisor support, brand commitment, brand citizenship behavior, and franchisee experience on franchisee-perceived brand image. Journal of Business Research 68(9): 1886–1894.

Nyadzayo, M.W., M.J. Matanda, and M.T. Ewing. (2016). Franchisee based brand equity: The role of brand relationship quality and brand citizenship behavior. Industrial Marketing Management 52: 163–174.

Papasolomou, I. dan Vrontis, D. (2006). “Building corporate branding through internal marketing: the case of the UK retail bank industry”. Journal of Product and Brand Management, Vol.15, No.1, pp. 37-47.

Peltier, J.W., Schibrowsky, J.A. dan Nill, A. (2013). “A hierarchical model of the internal relationship marketing approach to nurse satisfaction and loyalty”. European Journal of Marketing Vol. 47 Nos 5/6, pp. 899-916.

Piehler, R., S. Hanisch, and C. Burmann. (2015). Internal branding— Relevance, management and challenges. Marketing Review St. Gallen 32(1): 52–60.

Piehler, R., C. King, C. Burmann, and L. Xiong. (2016). The importance of employee brand understanding, brand identification, and brand commitment in realizing brand citizenship behaviour. European Journal of Marketing 50(9/10): 1575–1601.

Punjaisri, K., Evanschitzky, H. dan Wilson, A. (2009). “Internal branding: an enabler of employees’ brand-supporting behaviours”. Journal of Service Management, Vol.20, No.2, pp.209-226.

Punjaisri, K., dan Wilson, A. (2011). “Internal branding process: key mechanisms, outcomes and moderating factors”. European Journal of Marketing, 45(9/10), 1521–1537.

Punjaisri, K. dan Wilson, A. (2017). “The role of internal branding in the delivery of employee brand promise”, pada Balmer, J.M.T., Powell, S.M., Kernstock, J. dan Brexendorf, T.O. (Eds), Advances in Corporate Branding, Palgrave Macmillan, London, pp. 91-108.

Santos-Vijande, M.L., Río-Lanza, A.B., Suárez-Álvarez, L., dan Díaz-Martín, A.M. 2013. “The brand management system and service firm competitiveness”. Journal of Business Research 66, 148–157.

Sirianni, N.J., Bitner, M.J., Brown, S.W. dan Mandel, N. (2013). “Branded service encounters: strategically aligning employee behavior with the brand positioning”. Journal of Marketing, Vol. 77 No. 6, pp. 108-123.

Xiong, Lina, King, Ceridwyn, dan Piehler, Rico. (2013). “That’s not my job”: Exploring the employee perspective in the development of brand ambassadors. International Journal of Hospitality Management 35 348-359.

Yang, Jen-Te, Wan, Chin-Seng, dan Wu, Chi-Wei. 2015. “Effect of internal branding on employee brand commitment and behavior in hospitality”. Tourism and Hospitality Research 1-4.




DOI: http://dx.doi.org/10.22441/mix.2019.v9i2.005

Refbacks



MIX: Jurnal Ilmiah Manajemen
Journal URL: http://publikasi.mercubuana.ac.id/index.php/Jurnal_Mix
Journal DOI: 10.22441/jurnal_mix
P-ISSN: 2088-1231
E-ISSN: 2460-5328

Alamat Redaksi :
Universitas Mercu Buana Program Studi Magister Manajemen
Gedung Tedja Buana Jl. Menteng Raya No.29, RT.2/RW.7, Kb. Sirih, Kec. Menteng, Kota Jakarta Pusat, Daerah Khusus Ibukota Jakarta 10340

The Journal is Indexed and Journal List Title by:

 

  

 

View My Stats