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
id doaj-33c87c1a3bc34d9b936dda816f0169d5
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spelling doaj-33c87c1a3bc34d9b936dda816f0169d52020-11-25T00:56:30ZengUniversitas Mercu BuanaMIX: Jurnal Ilmiah Manajemen2088-12312460-53282019-08-019231232610.22441/mix.2019.v9i2.0052814BRAND COMMITMENT DAN BRAND PSYCHOLOGICAL OWNERSHIP DALAM MEMEDIASI PENGARUH INTERNAL CORPORATE BRANDING TERHADAP BRAND CITIZENSHIP BEHAVIORAgus Purnomo0Universitas BrawijayaThis 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.http://publikasi.mercubuana.ac.id/index.php/Jurnal_Mix/article/view/5976brandinternal corporate brandingbrand commitmentbrand psychological ownershipbrand citizenship behavior
collection DOAJ
language English
format Article
sources DOAJ
author Agus Purnomo
spellingShingle Agus Purnomo
BRAND COMMITMENT DAN BRAND PSYCHOLOGICAL OWNERSHIP DALAM MEMEDIASI PENGARUH INTERNAL CORPORATE BRANDING TERHADAP BRAND CITIZENSHIP BEHAVIOR
MIX: Jurnal Ilmiah Manajemen
brand
internal corporate branding
brand commitment
brand psychological ownership
brand citizenship behavior
author_facet Agus Purnomo
author_sort Agus Purnomo
title BRAND COMMITMENT DAN BRAND PSYCHOLOGICAL OWNERSHIP DALAM MEMEDIASI PENGARUH INTERNAL CORPORATE BRANDING TERHADAP BRAND CITIZENSHIP BEHAVIOR
title_short BRAND COMMITMENT DAN BRAND PSYCHOLOGICAL OWNERSHIP DALAM MEMEDIASI PENGARUH INTERNAL CORPORATE BRANDING TERHADAP BRAND CITIZENSHIP BEHAVIOR
title_full BRAND COMMITMENT DAN BRAND PSYCHOLOGICAL OWNERSHIP DALAM MEMEDIASI PENGARUH INTERNAL CORPORATE BRANDING TERHADAP BRAND CITIZENSHIP BEHAVIOR
title_fullStr BRAND COMMITMENT DAN BRAND PSYCHOLOGICAL OWNERSHIP DALAM MEMEDIASI PENGARUH INTERNAL CORPORATE BRANDING TERHADAP BRAND CITIZENSHIP BEHAVIOR
title_full_unstemmed BRAND COMMITMENT DAN BRAND PSYCHOLOGICAL OWNERSHIP DALAM MEMEDIASI PENGARUH INTERNAL CORPORATE BRANDING TERHADAP BRAND CITIZENSHIP BEHAVIOR
title_sort brand commitment dan brand psychological ownership dalam memediasi pengaruh internal corporate branding terhadap brand citizenship behavior
publisher Universitas Mercu Buana
series MIX: Jurnal Ilmiah Manajemen
issn 2088-1231
2460-5328
publishDate 2019-08-01
description 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.
topic brand
internal corporate branding
brand commitment
brand psychological ownership
brand citizenship behavior
url http://publikasi.mercubuana.ac.id/index.php/Jurnal_Mix/article/view/5976
work_keys_str_mv AT aguspurnomo brandcommitmentdanbrandpsychologicalownershipdalammemediasipengaruhinternalcorporatebrandingterhadapbrandcitizenshipbehavior
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