BUILDING THE PUBLIC ORGANIZATION BRAND BASED ON THE INTERNAL BRANDING PERSPECTIVE
DOI:
https://doi.org/10.30997/jgs.v6i2.3059Keywords:
Internal Branding, Public Organization Brand, Brand Identity, Brand Involvement, Brand Orientation, Brand Knowledge.Abstract
A brand is the identity of an organization as well as the intangible asset that has significant added value for an organization. Currently, there are many organizations that are aware of the important role of brand for developing their organizations. Based on the internal branding concept, this research is aimed to gain the brand identity. The internal branding consists of three variables, namely brand orientation, brand knowledge, and brand involvement. The case was taken in Universitas Pembangunan Nasional (UPN) "Veteran" Jawa Timur (UPNVJT) that built its brand as “Bela Negara” campus since it changed its status to be a state university in 2014 and it was managed as a public organization. The samples were all employees of UPNVJT used as 267 respondents. SmartPLS software is used to test the hypothesis. The results of this research indicated that all three variables (brand orientation, brand knowledge, and brand involvement) had a positive and significant effect on brand identity. And by comparing the three variables, brand involvement had a more dominant effect on brand identity than the two other variables.References
Book
Baalbaki, S. S. (2012). Consumer Perception Of Brand Equity Measurement: A New Scale. Denton: Texas: University of North Texas.
Bohrer, M. (2007). Discriminant Analysis of Aaker’s Brand Equity Model on Top-of- Mind Awareness/Brand Preference Congruence in Prospective. USA: Anderson University.
Kotler, P. A. G. (2012). Principles of Marketing. 11th ed. New York: Pearson, Prentice Hall Inc.
Kotler, P. A. G. (1999). Principles of Marketing. New Jersey: USA: Prentice Hall Inc.
Sarstedt M, R. C. H. J. (2017). Partial Least Squares Structural Equation Modeling. London: UK: Sage Publication.
Journal
Aaker, D. (1996). “Measuring Brand Equity Across Products and Markets”. California Managemenet Revolution, 38(3): 102-120.
Bastos W, L. S. (2012). “History of the Concept of Branding: Practice and Theory”. Journal of Historical Research in Marketing, 4(3): 347-368.
Baumgarth, C. A. S. M. (2010). “Ow Strong is the Business-to-Business Brand in the Workforce? An Empirically-Tested Model of ‘Internal Brand Equity’ in a Business-to-Business Setting”. Industrial Marketing Management, 39(8): 1250-1260.
Biedenbach G, M. S. (2016). “Internal Branding and Sustainability: Investigating Perceptions of Employees”. Journal Product Brand Management, 25(3): 296-306.
Bravo R, B. I. C. L. D. M. E. (2016). “Managing Brand Identity: Effects on the Employees”. International Journal of Bank Marketing, 01(01): 2016.
Burmann C, K. V. (2011). “Does Internal Brand Management Really Drive Brand Commitment in Shared-Service Call Centers?”. Journal Brand Management, 18(6): 374-393.
Burmann C, Z. S. R. N. (2009). “Key Determinants of Internal Brand Management Success: An Exploratory Empirical Analysis”. Journal Brand Management, 16(4): 264-284.
Camiciottoli BC, R. S. G. S. (2014). “Exploring Brand Associations: An Innovative Methodological Approach”. European Journal of Marketing, 5(6): 1092-1112.
Du Preez R, B. M. (2015). “The Impact of Internal Brand Management on Employee Job Satisfaction, Brand Commitment and Intention to Stay”. Internatioanl Journal Bank Marketing, 33(1): 78-91.
Henseler J, R. C. S. M. (2015). “A New Criterion for Assessing Discriminant Validity in Variance-Based Structural Equation Modeling”. Journal of the Academic Marketing Science, 43(1): 115-135.
Hume Winzar, C. B. W. C. (2018). “Brand Competitiveness: Introducing The Customer-Based Brand Value (CBBV) – Competitiveness Chain”. International Journal of Contemporary Hospitality Management, 30(1): 637-660.
Kaplan AM, H. M. (2010). “Users of the World, Unite! The Challenges and Opportunities of Social Media”. Bussiness Horizontal, 53(1): 59-68.
Lesmana, P. T. (2016). “Bela Negara dan Ancaman Budaya Kekerasan”. Media Informasi Kementerian Pertahanan, 17-21.
Modi A, P. J. (2012). “Employees’ Brand Commitment and Career Stages: Empirical Evidence from Indian Universities”. IUP Journal Brand Management, 9(1): 28-40.
Muhonen T, H. S. L. T. (2017). “SME Brand Identity: Its Components and Performance Effects”. Journal of Product & Brand Management, 26(1): 52-67.
Nguyen B, Y. X. M. T. H.-B. J. (2016). “Brand Ambidexterity and Commitment in Higher Education: An Exploratory Study”. Journal Bussiness Research, 69(8): 3105-3112.
Park HS, L. T. W. C. O. T. F. S. (2007). “The Effects of Argument Quality and Involvement Type on Attitude Formation and Attitude Change: A Test of Dual-Process and Social Judgment Predictions”. Human Communication Research, 33(1): 81-102.
Piehler R, K. C. B. C. X. L. (2016). “The Importance of Employee Brand Under-standing, Brand Identification, and Brand Commitment in Realizing Brand Citizenship Behaviour”. European Journal Marketing, 9(10): 1575-1601.
Pinar M, T. P. G. T. E. B. T. (2014). “University Brand Equity: An Empirical Investigation of Its Dimensions”. International Journal Education Management, 28(6): 616-634.
Powell, S. (2011). “The Nexus between Ethical Corporate Marketing, Ethical Corporate Identity and Corporate Social Responsibility: An Internal Organizational Perspective”. European Journal Marketing, 9(10): 1365-1379.
Saifuddin, A. F. (2016). “Strategi Sosial Budaya bagi Bela Negara: Suatu Perbincangan Konseptual”. Media Informasi Kementerian Pertahanan, 26-35.
Siahaan, D. T. (2016). “Bela Negara dan Kebijakan Pertahanan”. Media Informasi Kementerian Pertahanan, 6-16.
Varey, R. (1995). “Internal Marketing: A Review and Some Interdisciplinary Research Challenges”. International Journal of Service Industry Management, 6(1): 40-63.
Völckner F, S. H. (2006). “Drivers of Brand Extension Success”. Journal of Marketing, 70(2): 18-34.
Wulandari, S. (2017). “An Empirical Study on the Influence of Students”. International Journal of Innovation in Enterprise System, 01(01): 54-59.
Zaichkowsky, J. L. (2013). “The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising”. Journal of Advertising, 23(4): 59-70.
Baalbaki, S. S. (2012). Consumer Perception Of Brand Equity Measurement: A New Scale. Denton: Texas: University of North Texas.
Bohrer, M. (2007). Discriminant Analysis of Aaker’s Brand Equity Model on Top-of- Mind Awareness/Brand Preference Congruence in Prospective. USA: Anderson University.
Kotler, P. A. G. (2012). Principles of Marketing. 11th ed. New York: Pearson, Prentice Hall Inc.
Kotler, P. A. G. (1999). Principles of Marketing. New Jersey: USA: Prentice Hall Inc.
Sarstedt M, R. C. H. J. (2017). Partial Least Squares Structural Equation Modeling. London: UK: Sage Publication.
Journal
Aaker, D. (1996). “Measuring Brand Equity Across Products and Markets”. California Managemenet Revolution, 38(3): 102-120.
Bastos W, L. S. (2012). “History of the Concept of Branding: Practice and Theory”. Journal of Historical Research in Marketing, 4(3): 347-368.
Baumgarth, C. A. S. M. (2010). “Ow Strong is the Business-to-Business Brand in the Workforce? An Empirically-Tested Model of ‘Internal Brand Equity’ in a Business-to-Business Setting”. Industrial Marketing Management, 39(8): 1250-1260.
Biedenbach G, M. S. (2016). “Internal Branding and Sustainability: Investigating Perceptions of Employees”. Journal Product Brand Management, 25(3): 296-306.
Bravo R, B. I. C. L. D. M. E. (2016). “Managing Brand Identity: Effects on the Employees”. International Journal of Bank Marketing, 01(01): 2016.
Burmann C, K. V. (2011). “Does Internal Brand Management Really Drive Brand Commitment in Shared-Service Call Centers?”. Journal Brand Management, 18(6): 374-393.
Burmann C, Z. S. R. N. (2009). “Key Determinants of Internal Brand Management Success: An Exploratory Empirical Analysis”. Journal Brand Management, 16(4): 264-284.
Camiciottoli BC, R. S. G. S. (2014). “Exploring Brand Associations: An Innovative Methodological Approach”. European Journal of Marketing, 5(6): 1092-1112.
Du Preez R, B. M. (2015). “The Impact of Internal Brand Management on Employee Job Satisfaction, Brand Commitment and Intention to Stay”. Internatioanl Journal Bank Marketing, 33(1): 78-91.
Henseler J, R. C. S. M. (2015). “A New Criterion for Assessing Discriminant Validity in Variance-Based Structural Equation Modeling”. Journal of the Academic Marketing Science, 43(1): 115-135.
Hume Winzar, C. B. W. C. (2018). “Brand Competitiveness: Introducing The Customer-Based Brand Value (CBBV) – Competitiveness Chain”. International Journal of Contemporary Hospitality Management, 30(1): 637-660.
Kaplan AM, H. M. (2010). “Users of the World, Unite! The Challenges and Opportunities of Social Media”. Bussiness Horizontal, 53(1): 59-68.
Lesmana, P. T. (2016). “Bela Negara dan Ancaman Budaya Kekerasan”. Media Informasi Kementerian Pertahanan, 17-21.
Modi A, P. J. (2012). “Employees’ Brand Commitment and Career Stages: Empirical Evidence from Indian Universities”. IUP Journal Brand Management, 9(1): 28-40.
Muhonen T, H. S. L. T. (2017). “SME Brand Identity: Its Components and Performance Effects”. Journal of Product & Brand Management, 26(1): 52-67.
Nguyen B, Y. X. M. T. H.-B. J. (2016). “Brand Ambidexterity and Commitment in Higher Education: An Exploratory Study”. Journal Bussiness Research, 69(8): 3105-3112.
Park HS, L. T. W. C. O. T. F. S. (2007). “The Effects of Argument Quality and Involvement Type on Attitude Formation and Attitude Change: A Test of Dual-Process and Social Judgment Predictions”. Human Communication Research, 33(1): 81-102.
Piehler R, K. C. B. C. X. L. (2016). “The Importance of Employee Brand Under-standing, Brand Identification, and Brand Commitment in Realizing Brand Citizenship Behaviour”. European Journal Marketing, 9(10): 1575-1601.
Pinar M, T. P. G. T. E. B. T. (2014). “University Brand Equity: An Empirical Investigation of Its Dimensions”. International Journal Education Management, 28(6): 616-634.
Powell, S. (2011). “The Nexus between Ethical Corporate Marketing, Ethical Corporate Identity and Corporate Social Responsibility: An Internal Organizational Perspective”. European Journal Marketing, 9(10): 1365-1379.
Saifuddin, A. F. (2016). “Strategi Sosial Budaya bagi Bela Negara: Suatu Perbincangan Konseptual”. Media Informasi Kementerian Pertahanan, 26-35.
Siahaan, D. T. (2016). “Bela Negara dan Kebijakan Pertahanan”. Media Informasi Kementerian Pertahanan, 6-16.
Varey, R. (1995). “Internal Marketing: A Review and Some Interdisciplinary Research Challenges”. International Journal of Service Industry Management, 6(1): 40-63.
Völckner F, S. H. (2006). “Drivers of Brand Extension Success”. Journal of Marketing, 70(2): 18-34.
Wulandari, S. (2017). “An Empirical Study on the Influence of Students”. International Journal of Innovation in Enterprise System, 01(01): 54-59.
Zaichkowsky, J. L. (2013). “The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising”. Journal of Advertising, 23(4): 59-70.
Downloads
Published
2020-10-02
How to Cite
Azizah, N., Kriswibowo, A., Khotimah, K., & Ardhana, R. (2020). BUILDING THE PUBLIC ORGANIZATION BRAND BASED ON THE INTERNAL BRANDING PERSPECTIVE. Jurnal Governansi, 6(2), 73–80. https://doi.org/10.30997/jgs.v6i2.3059
Issue
Section
Articles
License
Authors who publish with Jurnal Governansi agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in Jurnal Governansi.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in Jurnal Governansi.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
