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

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

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 behavi...

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Bibliographic Details
Main Author: Agus Purnomo
Format: Article
Language:English
Published: Universitas Mercu Buana 2019-08-01
Series:MIX: Jurnal Ilmiah Manajemen
Subjects:
brand
internal corporate branding
brand commitment
brand psychological ownership
brand citizenship behavior
Online Access:http://publikasi.mercubuana.ac.id/index.php/Jurnal_Mix/article/view/5976
Description
Summary: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.
ISSN:2088-1231
2460-5328

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