文章基本信息

标题：BRAND COMMITMENT DAN BRAND PSYCHOLOGICAL OWNERSHIP DALAM MEMEDIASI PENGARUH INTERNAL CORPORATE BRANDING TERHADAP BRAND CITIZENSHIP BEHAVIOR
本地全文：下载
作者：Agus Purnomo
期刊名称：MIX: Jurnal Ilmiah Manajemen
印刷版ISSN：2088-1231
电子版ISSN：2460-5328
出版年度：2019
卷号：9
期号：2
页码：312-326
DOI：10.22441/mix.2019.v9i2.005
语种：
出版社：Universitas Mercu Buana
摘要：Penelitian ini menguji pengaruh internal corporate branding terhadap brand citizenship behavior.Dilakukan pada perusahaan jasa telekomunikasi di kota Malang.Hasil menunjukkan bahwa internal corporate branding berpengaruh positif dan signifikan terhadap brand citizenship behavior.Internal corporate branding juga berpengaruh positif dan signifikan terhadap brand commitment dan brand psychological ownership.Brand commitment dan brand psychological ownership memediasi hubungan internal corporate branding terhadap brand citizenship behavior dengan sifat mediasi secara partial,demikian juga secara langsung masing-masing variabel memiliki pengaruh positif dan signifikan terhadap brand citizenship behavior.
其他摘要：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.
关键词：Merek;Internal Corporate Branding;Komitmen Merek;Kepemilikan Psikologis Merek;Brand Citizenship Behavior
其他关键词：Brand;Internal Corporate Branding;Brand Commitment;Brand Psychological Ownership;Brand Citizenship Behavior