Purnomo, Agus (2019) Brand Commitment Dan Brand Psychological Ownership Dalam Memediasi Pengaruh Internal Corporate Branding Terhadap Brand Citizenship Behavior (pada karyawan Telkomsel, Malang). Magister thesis, Universitas Brawijaya.
Abstract
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 signifikan terhadap brand citizenship behavior. Internal corporate branding juga berpengaruh positif 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 signifikan terhadap brand citizenship behavior.
English Abstract
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 significant effect on brand citizenship behavior. Internal corporate branding also has a positive 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 significant influence on brand citizenship behavior.
Other obstract
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| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | TES/658.827/PUR/b//2019/0411907533 |
| Uncontrolled Keywords: | B5RAND NAME PRODUCTS, CONSUMEN BEHAVIOR |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Endang Susworini |
| Date Deposited: | 02 Dec 2019 02:36 |
| Last Modified: | 02 Dec 2019 02:36 |
| URI: | http://repository.ub.ac.id/id/eprint/176319 |
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