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

MIX: JURNAL ILMIAH MANAJEMEN

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Field Value
 
Title BRAND COMMITMENT DAN BRAND PSYCHOLOGICAL OWNERSHIP DALAM MEMEDIASI PENGARUH INTERNAL CORPORATE BRANDING TERHADAP BRAND CITIZENSHIP BEHAVIOR
 
Creator Purnomo, Agus
 
Subject Brand; Internal Corporate Branding; Brand Commitment; Brand Psychological Ownership; Brand Citizenship Behavior
 
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.
 
Publisher Universitas Mercu Buana
 
Contributor Mugiono, Jurusan Manajemen Fakultas Ekonomi dan Bisnis, Universitas Brawijaya
Ananda Sabil Hussein, Jurusan Manajemen Fakultas Ekonomi dan Bisnis, Universitas Brawijaya.
 
Date 2019-08-09
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier https://publikasi.mercubuana.ac.id/index.php/Jurnal_Mix/article/view/5976
10.22441/mix.2019.v9i2.005
 
Source MIX: JURNAL ILMIAH MANAJEMEN; Vol 9, No 2 (2019): MIX: Jurnal Ilmiah Manajemen; 312-326
2460-5328
2088-1231
 
Language eng
 
Relation https://publikasi.mercubuana.ac.id/index.php/Jurnal_Mix/article/view/5976/pdf
 
Rights Copyright (c) 2019 MIX: JURNAL ILMIAH MANAJEMEN
 

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