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1
Srimulyani, Veronika Agustini, and Yustinus Budi Hermanto. "Employer branding and employee performance at KAI: employee retention' role as mediator." Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies) 6, no. 3 (November 21, 2022): 921–40. http://dx.doi.org/10.25139/jsk.v6i3.5381.
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Today's job seekers prefer well-known companies, even though they're less likely to be accepted. The HR team must brand the company as an employer. Employer branding can be a company's image, values, and work culture. Employer branding has a greater impact on employee loyalty than non-emotional factors on employees. This study aims to explain 1) employer branding's impact on employee retention and performance, 2) employee retention's impact on employee performance, and 3) employer branding's impact on employee performance through employee retention as a mediator. 110 frontline workers from PT Kereta Api Indonesia (Persero) DAOP VII Madiun made up the research sample. The sampling was proportional random. Using SPSS and Sobel, this study uses descriptive and inferential analysis. Influence test results show that employer branding increases employee retention and performance, and employee retention increases employee performance. The results of path analysis and Sobel test of the mediator's role show that the direct effect of employer branding on employee retention after being controlled by employee retention as a mediator is not significant. Employee retention acts as a full mediator for employer branding's effect on employee performance, according to the mediator test. 2) Companies can improve employee performance by improving employee retention via career opportunities, awards, and employee relationships.
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Rizqan, Miga, Muhammad Adam, and Mukhlis Yunus. "POSITIONING, DIFFERENTIATION, AND BRAND COMPONENT IN THE BRANDING SUCCESS OF TAKENGON MEDIATED BY COFFEE TOURIST DESTINATION." International Journal of Business Management and Economic Review 05, no. 02 (2022): 221–35. http://dx.doi.org/10.35409/ijbmer.2022.3382.
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This study aims to examine the effect of Positioning, Differentiation, and Brand Component on the Branding Success of Takengon Mediated by Coffee Tourism Destination. This research was conducted on all tourists who have visited tourist destinations in Takengon City, Indonesia. The number of respondents was 250 tourists. The method used in analyzing the data was Structural Equation Modeling (SEM). The results reveal that positioning affects tourist destination, differentiation does not affect tourist destination, brand component affects tourist destination, positioning affects branding success, differentiation does not affect branding success, brand component affects branding success, tourist destination affects branding success, tourist destination mediates the positioning effect on branding success, tourist destination does not mediate the differentiation effect on branding success, and tourist destination mediates the brand component effect on branding success. The tourist destination is proven in the model as a partial mediator for the positioning and brand component effects on branding success. These findings prove that the model for increasing the branding success of Takegon is a function of strengthening positioning, completeness of brand components, and strengthening the brand as a coffee tourist destination
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Kurniati, Poni Sukaesih, and Nurmala Icha. "The Effect of Product Branding." Proceeding of International Conference on Business, Economics, Social Sciences, and Humanities 1 (December 1, 2020): 298–304. http://dx.doi.org/10.34010/icobest.v1i.51.
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Social media is currently very influential on the activities of today's life and includes all people, both young and old. The purpose of this research is to find out how much influence the information system has on the branding of a product. This research method uses descriptive method, to present an overview of the influence of information systems on a product brand by observing and through interviews with brands that use information systems and those that do not use information systems. The results obtained from this study indicate that the information system has a major effect on the brand of a product. Product brands that use information systems are more widely known by consumers compared to brands that do not use information systems. It is also known that social media is very influential on the introduction of a branding. This research shows that the importance of information systems on a product brand to be more widely known in the market, so that sales will increase.
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Rizky Vita Losi, Ahmad Fadlan, and Putri Selviani. "Foreign Branding and Its Effect on Brand Perception: an Overview to Local Entrepreneurs." Neo Journal of economy and social humanities 2, no. 1 (March 30, 2023): 46–50. http://dx.doi.org/10.56403/nejesh.v2i1.88.
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Foreign branding is a branding strategy by giving a brand name using spelling or pronunciation in a certain foreign language, with the main target of influencing the dimensions of brand image, and influencing perceived quality, as well consumer attitudes towards products. The purpose of this research is to explain foreign branding and its effect on brand perception. A literature review from various sources related to foreign branding strategy was conducted as part of the research. According to the research findings, brand image, purchase decision, and brand admiration are the effects of foreign branding. Consumers tend to prefer foreign-sound products because it creates brand image as international products which have best quality. So it effects on how people decide to but the foreign products and people also admire foreign-sound products too much especially in young generation. Local entrepreneurs should learn a lot about foreign branding to compete and upgrade the level of their products and sales.
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Drury, Pauline. "Employer branding." Human Resource Management International Digest 24, no. 3 (May 9, 2016): 29–31. http://dx.doi.org/10.1108/hrmid-02-2016-0015.
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Purpose The purpose of this paper is to examine the effects of employer branding on company attractiveness to younger workers. Design/methodology/approach The paper analyzes the relative importance attached to symbolic and functional company attributes using a survey conducted at a large North American university. It considers the impact of differing levels of work experience on responses to employer branding. Findings The best employers get nearly twice as many job applications compared with other organizations. So when they are recruiting, they can pick and choose from a bigger talent pool and select the very best applicants. The “baby boomer” generation is retiring from the workforce, and later generations are smaller in size. The result of these demographic factors has been to increase fears of labor shortages. Competition for a shrinking talent pool of younger workers means that employers need to focus on the things that make their company attractive to potential applicants. Practical implications The study suggests ways in which human resources professionals can maximize the effectiveness of employer branding as a means of attracting job applications from young workers. Social implications It notes that symbolic attributes are more strongly predictive of company attractiveness than functional attributes and that this effect becomes more marked with work experience. Originality/value This paper aims to show how marketing concepts can be applied in a human resource context.
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Cordeiro, Rafaela Almeida, Mateus Canniatti Ponchio, and José Afonso Mazzon. "Evaluating co-branded products: the socioeconomic strata effect." Marketing Intelligence & Planning 34, no. 6 (September 5, 2016): 795–809. http://dx.doi.org/10.1108/mip-01-2015-0008.
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PurposeThe purpose of this paper is to identify whether consumer evaluations of products are influenced by the presence of co-branding with a well-known reputable ingredient brand and whether differences in evaluations are related to the socioeconomic stratum of the consumer. Design/methodology/approachThese questions were investigated by way of two experiments: the first, using a between-subjects approach that was carried out with 210 subjects and the second, using between- and within-subjects approaches that were carried out with 305 subjects. FindingsThe results show that: products produced by both little-known and well-known brands are evaluated more favourably when they are co-branded with a well-known ingredient brand; there is no evidence that the co-branding effect on product evaluation is stronger for little-known brand products than for well-known brand products; and there is weak evidence that the co-branding effect on product evaluation is stronger among subjects from lower socioeconomic strata than among subjects from the upper stratum. Research limitations/implicationsThe theory of anchoring alone is insufficient for explaining differences in product evaluations when the co-branding strategy is adopted. It is believed that positive effects can be also interpreted by the assimilation and signalling theories. Practical implicationsAs for the managerial implications, the authors offer insights into the impacts of using a strategic co-branding alliance on the products of little-known brands among consumers from lower and upper strata. Originality/valueThe study contributes to consumer behaviour literature, specifically with regard to ingredient-brand effects in co-branding strategies from the perspective of the end consumer.
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Malik, Muhammad Shoukat, and Rabia Tanveer. "Effect of Rational Advertisement Appeal on Online Branding in Pakistan." International Journal of Industrial Marketing 3, no. 1 (November 20, 2018): 36. http://dx.doi.org/10.5296/ijim.v3i1.13635.
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The purpose of this study is to identify the effect of rational advertisement appeal on online branding within the context of Pakistan. Customer attitude is the moderator. The relationship between attitude of customers and online branding is also taken into consideration. Personal items and gadgets are two types of products considered in order to determine differences in purchases while being online. A quantitative survey based research design is used in this study. Nonprobability sampling technique of convenience sampling is used. Data were collected through an online questionnaire. 244 usable responses were obtained. Data was analyzed using SPSS 22. Factor analysis was performed followed by regression analysis and T-test. Results of data analysis revealed that a rational advertisement appeal is a significant predictor of online branding. Customer attitude did not moderate the relationship between rational advertisement appeal and online branding. However, customer attitude had a positive influence on online branding. There were some differences between the product types when consumers purchased online for personal items and gadgets. This study made an important contribution in the literature by investigation the effect of rational advertisement appeal on online branding.
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Abdelkarim, Rehab Eltejani, and Mohammed Alhadi Ebrahiem. "Effect of Some Sudanese Traditional Hot Iron Branding on Cattle Hide Quality." Turkish Journal of Agriculture - Food Science and Technology 4, no. 12 (December 2, 2016): 1169. http://dx.doi.org/10.24925/turjaf.v4i12.1169-1172.981.
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This study was designed in order to assess and evaluate the effect of hot iron branding on cattle hide quality. 62 shapes of hot iron branding were detected and classified. Branding damage was evaluated depending on: purpose of application, location in the animal body, branding area, tribe which applied and hide degree. The results showed that, Baggara tribes branding were causing the greater damage on cattle hides; where 71.4% of its brands placed in the abdominal and animal back area (middle of the hide); in proportion to Misseriya Zuraq tribes (68.4%). According to the location of branding, the less tribe that causing damages to the cattle hides were Darfur tribes (14.3%). In terms of branding area Darfur tribes were causing the most branding damages where 42.8% of its brands on cattle hides were between 20-30cm, followed by Baggara tribes where 57.1% of its brands were between 10-20cm then Misseriya Zuraq tribes by 52.6%, and finally North Kordofan tribes of 37.5%. grading of cattle hides depending on the presence of the brand marks the study revealed that, Misseriya Zuraq tribe's brands were obtained the highest percentage (89.4%) of the rejected hides (Scarto= 4 and 5 grades), when compared with North Kordofan tribes (87.5%). For commercial reason brand's were mostly done in the area of 5-10cm but, their effect on cattle hide quality was greater, where 81% of the hides were classified as Scarto.
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Ekhsan, Muhamad, and Tim Saroh. "The Role of Organizational Trust on the Influence of Employer Branding on Employee Performance." International Journal of Management Science and Information Technology 1, no. 2 (July 3, 2021): 31–35. http://dx.doi.org/10.35870/ijmsit.v1i2.353.
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Employer branding is a concept that can be applied within a company to make employees feel comfortable and feel that the company is a good place to work. The goal of employer branding is for the new employee selection process to make it easier to find the best candidates and retain existing employees. By utilizing employer branding, the company will be better in the eyes of employees as well as there will be many prospective new employees who are interested in working at the company. The purpose of this study was to determine the effect of employer branding on employee performance mediated by organizational trust. This study used 95 respondents as the sample. The instrument testing method uses the SmartPLS. The results of this study are employer branding has a significant effect on employee performance, employer branding has a significant effect on organizational trust, organizational trust has a significant effect on employee performance, Organizational trust is able to mediate employer branding influence on employee performance.
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Dechawatanapaisal, Decha. "Internal branding and employees’ brand outcomes: do generational differences and organizational tenure matter?" Industrial and Commercial Training 51, no. 4 (April 1, 2019): 209–27. http://dx.doi.org/10.1108/ict-10-2018-0089.
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PurposeThe purpose of this paper is to investigate the mediating effect of brand identification between internal branding and brand citizenship behavior as well as brand loyalty, and the roles of working generation and organizational tenure as moderators of the relationship between internal branding and brand identification.Design/methodology/approachThis research used a survey method and a structured questionnaire to collect data from salespeople working in the cement and construction materials industry. The hypothesized relationships were tested and analyzed by means of a confirmatory factor analysis, structural equation modeling, hierarchical regression and a bootstrapping procedure.FindingsBrand identification partially mediates the link between internal branding and brand citizenship behavior and fully mediates that between internal branding and brand loyalty. Also, the influences of internal branding on brand identification are varied among generational cohorts and employees with different tenure.Research limitations/implicationsThe current research took place among customer-interface employees, which can be extended to back-end or supporting workers, in order to better reflect the overall effect of internal branding efforts.Practical implicationsOrganizations need to undertake internal branding to induce a shared understanding among employees about brand insights, and to foster their perception of belongingness in order to motivate desired brand behaviors. Furthermore, managers may improve internal branding mechanisms by taking generational differences and duration of employment into consideration, since these factors impinge on the effects of internal branding.Originality/valueThis study contributes to internal branding research by addressing the contingent influences of employees’ differences on the success of internal branding efforts.
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Garaus, Marion, Elisabeth Wolfsteiner, and Arnd Florack. "When Food Co-Branding Backfires: The Overexpectation Effect." Foods 11, no. 14 (July 19, 2022): 2136. http://dx.doi.org/10.3390/foods11142136.
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While food research has paid considerable attention to the effect of brand names on brand evaluation, the role of co-branding strategies and hence simultaneous exposure to two different brand names is under-researched. Against this background, we investigated the overexpectation effect in the context of food co-branding. More specifically, we explored to what extent food co-branding can harm brand evaluations of the co-brand and the brand level of the partner. In doing so, we challenged the conventional wisdom that co-branding leads to higher brand evaluations than those of monobrands. Results from two online experiments confirmed the theoretical reasoning derived from adaptive learning models: combining two brands results in an overexpectation effect, which manifests in a decrease in levels of brand evaluation for the co-brand compared to the partnering brands before co-brand exposure. Brand strength and brand fit moderate this effect.
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Budiarti, Lina, and Rena Feri Wijayanti. "PENGARUH STRATEGI CO-BRANDING TERHADAP KEPUTUSAN PEMBELIAN." J-MACC : Journal of Management and Accounting 6, no. 1 (April 30, 2023): 50–56. http://dx.doi.org/10.52166/j-macc.v6i1.4149.
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Co-branding is often striven by marketers. There are many advantages of co-branding for a brand that makes many companies do joint branding. This research was conducted with the aim of knowing the effect of co-branding strategy on purchasing decisions. Consumers who use the co-branding product Dear Me Beauty with KFC were chosen as the population of this study, with a sample of 62 people selected by purposive sampling technique. The hypothesis was tested using simple linear regression analysis which resulted in the finding that co-branding had an effect on purchasing decisions.
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Prabainastu, Harsacitta. "Pengaruh City Branding dan City Image Terhadap Keputusan Berkunjung Wisatawan ke Kota Denpasar." JURNAL DESTINASI PARIWISATA 8, no. 2 (December 19, 2020): 184. http://dx.doi.org/10.24843/jdepar.2020.v08.i02.p03.
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One of the city that developing in increasing tourist visits is Denpasar. In increasing number of visits, one of the ways that government had to do is city branding. In this research city branding is influenced by city image, city branding influences visit decision, and city image influences visit decision. This research method uses qualitative approach with data collection techniques in qualitative and literature review. Findings of this research indicate that city branding has significant effect on city image, city branding has significant effect on visit decision and city image has significant effect on visit decision. Even though, there is relative answer, but the government of Denpasar city must realize this condition to develop Denpasar city with sustainable heritage tourism.
Key words : city branding, city image
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Alzaid, Deemah, and Suad Dukhaykh. "Employer Branding and Employee Retention in The Banking Sector in Saudi Arabia: Mediating Effect of Relational Psychological Contracts." Sustainability 15, no. 7 (April 1, 2023): 6115. http://dx.doi.org/10.3390/su15076115.
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The main purpose of this study is to examine the impact of employer branding on employee retention and the mediating effect of the relational psychological contract between employer branding and employee retention among employees of the banking sector in Saudi Arabia. A cross-sectional survey is used to gather data from 459 employees working in the banking sector. The study findings reveal that employer branding is positively and significantly related to relational psychological contracts and employee retention. Furthermore, a relational psychological contract significantly mediates the relationship between employer branding and employee retention. The current study is considered the first to provide empirical evidence of the role of the relational psychological contract as a mediator between employer branding and employee retention. As a result, the current study will extend the employer branding literature by recognizing a new way through which employer branding impacts employee retention. Theoretical and practical implications are discussed.
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Scarpaci, Joseph L., Eloise Coupey, and Sara Desvernine Reed. "Artists as cultural icons: the icon myth transfer effect as a heuristic for cultural branding." Journal of Product & Brand Management 27, no. 3 (May 14, 2018): 320–33. http://dx.doi.org/10.1108/jpbm-02-2017-1416.
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Purpose Communicating the national values of artists and the role of product benefits as symbols of national values, infuse iconic national brands. This paper aims to validate a conceptual framework that offers empirical insights for cultural identity that drives brand management. Design/methodology/approach Case studies and cross-cultural focus group research establish the present study’s conceptual framework for cultural branding. Findings Brand awareness of a perfume named after a Cuban dancer and a spirit named for a Chilean poet, reflect authentic emblems of national identity. Informants’ behavior confirms the study’s model of icon myth transfer effect as a heuristic for cultural branding with clear, detailed and unprompted references to the myths and brands behind these heroines. Research limitations/implications The study’s ethnography shows how artists reflect myth and folklore in iconic brands. Future research should assess whether the icon myth transfer effect as a heuristic for cultural branding occurs with cultural icons beyond the arts and transcends national boundaries. Practical implications The study challenges conventional branding, where the brand is the myth, and the myth reflects the myth market. The authors show how the myth connects to a national identity yet exists independently of the brand. The branding strategy ties the brand to the existing myth, an alternative route for cultural branding mediated by the icon myth transfer effect. Social implications These two Latin American brands provide a much-needed connection among the branding literatures and images surrounding gender and nationalism in lesser-known markets. Originality/value Most research explores iconic myths, brands and folklore in one country. This study extends cultural branding through social history and by testing a conceptual model that establishes how myths embody nation-specific values. Iconic myths are a heuristic for understanding and describing brands, revealing an unexamined path for cultural branding.
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Ikmal, Happy. "Pengaruh Budaya Organisasi, Budaya Historis dan Pemetaan Stakeholder terhadap Branding Image Lembaga Pendidikan dan Dampaknya Terhadap Kinerja Lembaga." Progressa: Journal of Islamic Religious Instruction 4, no. 1 (October 5, 2020): 1–10. http://dx.doi.org/10.32616/pgr.v4.1.203.1-10.
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The academics management element uses the term 'school effect' in a number of ways to refer to the impact of certain school policies or practices, or the effects of several interventions. The purpose of this study is to analyze the indirect effect of organizational culture, historical culture and stakeholder mapping of the educational institution's branding image through variables between institutional performance. This research was conducted at the Alumni of the Tarbiyah Raden Wijaya College of Sciences, Mojokerto City. Province, East Java, uses the quantitative explanatory research description method. Primary data is collected and processed by itself and primary data sources directly provide data to data collectors on a Likert scale. Path analysis technique is used in testing the amount of contribution (contribution) shown by the path coefficient on each path diagram of the causal relationship between variables Organizational culture (X1), historical culture (X2), stakeholder mapping (X3) to the variable performance of the institution (Y) with variable between Branding image of educational institutions (Z). Correlation and regression analysis which is the basis for calculating path coefficients with the SPSS for Windows Version 20. While the study was conducted in August 2019. The exact population is unknown, using the Cochran formula a sample of 73 respondents was taken. From the results of the study it can be concluded as follows: 1) Organizational culture has no effect on the performance of the institution. 2) Historical culture has a significant effect on the performance of institutions. 3) Stakeholder mapping has a significant effect on the performance of the institution. 4) Organizational culture has a significant effect on the branding image of educational institutions. 5) Historical culture has a significant effect on the branding image of educational institutions. 6) Stakeholder mapping has no significant effect on the educational institution's branding image. 7) Institutional performance does not significantly influence the branding image of educational institutions. 8) Organizational culture, historical culture and stakeholder mapping each directly influence the branding image of educational institutions through variables between institutional performance.
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Chan, Arianis. "Brand Element: Exploring the Effect on City Branding." International Journal of Professional Business Review 7, no. 4 (November 1, 2022): e0750. http://dx.doi.org/10.26668/businessreview/2022.v7i4.e750.
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Purpose: This study evaluates the contribution of symbolic brand elements such as the destination name, logo, and tagline to forming a destination brand.
Theoretical framework: Branding is identified with a symbolic element in a product. In the context of destination branding, an emblem or logo promises a tourist experience that can be remembered and associated with a particular destination by tourists or visitors. (Mihalis Kavaratzis & Hatch, 2013)
Design/methodology/approach: The article reports on field research that operationalizes a theoretical framework to examine visitor perceptions of West Java—involving 322 respondents, namely visitors to tourist destinations in West Java.
Findings: The name of the destination is the most contributing element to the formation of the West Java destination brand. In addition, the name of the destination is accessible for visitors to remember and influences their visit decision. However, according to respondents, taglines and logos are also essential elements in branding destinations in West Java.
Research, Practical & Social implications: We suggest a future research agenda and highlight the symbolic brand elements in the form of brand names, logos, and slogans (or taglines) that contribute to overall destination branding in other city or country.
Originality/value: The results of this study indicate the role of the brand element of the destination name can also influence the decision of tourists to visit the destination. The results refer to brand elements (at least the tagline and logo) which are “important” for branding West Java city/district destinations.
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Siswati, Endah, and Bina Andari. "“CONFUSE EFFECT” DAN “WOW EFFECT”." Widya Komunika 9, no. 1 (April 1, 2019): 48. http://dx.doi.org/10.20884/wk.v9i1.1673.
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Di tengah bertumbuhnya desa-desa wisata di Indonesia, Kampung Coklat menjadi salah satuwahana wisata yang jejak pertumbuhan dan perkembangannya menyita perhatian. Dalam kurunwaktu tidak lebih dari lima tahun Kampung Coklat mampu mengembangkan dan memperluasbisnis wisatanya dan mempertahankan serta meningkatkan secara terus menerus jumlahpengunjung. Pertumbuhan dan perkembangan Kampung Coklat juga membawa dampak yangsangat signifikan bagi kemajuan lingkungan dan daerah, baik secara sosial maupun ekonomi.Dalam berbagai kasus, keberhasilan pemasaran sebuah wahana atau destinasi wisata berkaitan eratdengan upaya branding yang dilakukan. Penelitian ini bermaksud mendalami strategi brandingyang dilakukan oleh Kampung Coklat yang mengkategorikan dirinya sebagai wisata edukasi.Metode penelitian menggunakan pendekatan kualitatif dengan diri peneliti sendiri sebagaiinstrumen utama. Pengumpulan data dilakukan melalui studi dokumen, pengamatan di lapangan,dan wawancara mendalam dengan personil kunci Kampung Coklat sebagai narasumber. Dataprimer dan sekunder yang dikumpulkan kemudian dianalisis dengan menggunakan tehnik analisadata kualitatif yang dikembangkan oleh Miles dan Huberman. Penelitian ini menemukan bahwaselain rancangan unsur-unsur merek (brand), differentiation dan brand positioning, konsep“confuse effect” dan “wow effect” menjadi strategi branding yang sangat menentukankeberhasilan Wisata Edukasi Kampung Coklat.
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Guan, Yuti. "Emotional Branding Strategies and Effects in the U.S Market." Communications in Humanities Research 4, no. 1 (May 17, 2023): 524–30. http://dx.doi.org/10.54254/2753-7064/4/20220838.
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The traditional branding methods of emphasizing the material effects of the products have been proved unsuccessful in todays U.S marketing environment. Consumers are exposed to an increased amount of information on digital media platforms. Emotional branding is a marketing technique that can generate demands in this ever-changing market environment. Emotional branding appeals to consumers emotions and therefore stimulates their purchasing behaviors. There are various strategies within the concept of emotional branding. The three frequently discussed emotional branding strategies are forming brand communities, attaching prosocial aspects to the products, and providing customized services. Those strategies are employed by successful brands in the United States. This paper will analyze those strategies and their applications in detail. Psychological theories are helpful in explaining the effect of emotional branding. Maslows model of human needs evaluates the factors that meet consumer needs and expectations during the branding process. Each emotional branding strategy mentioned in this paper can target a need from the top levels of Maslows model, including social, esteem, and self-actualization needs. In this paper, case studies in the market in the United States are used to address the application of both branding strategies and Maslows theory. With the consideration of consumer expectations, emotional branding strategies are effective in forming bonds between brands and consumers and increasing brand loyalties.
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Kaur, Prabhjot, Keshav Malhotra, and Sanjeev K. Sharma. "Moderation-mediation framework connecting internal branding, affective commitment, employee engagement and job satisfaction: an empirical study of BPO employees in Indian context." Asia-Pacific Journal of Business Administration 12, no. 3/4 (August 3, 2020): 327–48. http://dx.doi.org/10.1108/apjba-10-2019-0217.
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PurposeTaking an evidence from social exchange theory, this research examines the mediating role of affective commitment in the correlation between internal branding, employee engagement and job satisfaction. The moderating role of work environment on the link between internal branding and affective commitment is also studied in this research.Design/methodology/approachThe data were collected by using well-structured research measures from 215 employees working in the BPO sector of India (Punjab and Chandigarh). The hypotheses were developed, and the conceptual model was validated by applying structural equation modeling. The data were analyzed by using two statistical packages, namely SPSS and AMOS.FindingsThe findings suggest that internal branding has a significant positive relationship with employee engagement, job satisfaction and affective commitment. The mediating effect of affective commitment on the relationship between internal branding and employee engagement was full, whereas on the relationship between internal branding and job satisfaction, it was partial. Work environment also moderated the relationship of internal branding with affective commitment.Research limitations/implicationsThe current study offers significant lessons to management thinkers, human resource (HR), organizational branding and marketing manager. However, BPO sector should be aware about the critical role played by internal branding to enhance affective commitment, employee engagement and job satisfaction of the employees. The role of affective commitment is also taken into account to study the effect of internal branding on employee engagement and employee's job satisfaction. For itself, internal branding cannot be considered as in isolation and is doubtful to be efficacious if the work environment is not encouraging to an employee as well as to the brand values.Practical implicationsThis study offers significant lessons to management thinkers, HR, organizational branding and marketing manager. However, BPO sector should be aware about the critical role played by internal branding to enhance employee engagement, job satisfaction and affective commitment of the employees. An important role of affective commitment is also taken into account to study the effect of internal branding on employee engagement and employee's job satisfaction. For itself, internal branding cannot be considered as in isolation and is doubtful to be efficacious if employees are not provided an encouraging work environment.Originality/valueExisting researches on internal branding are theoretical in nature and overlook the empirical impact of internal branding on employee engagement, job satisfaction and affective commitment from the BPO employees' perspective. The study also offers an empirical examination of potential mediator and moderator for internal branding.
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Purnomo, Agus. "BRAND COMMITMENT DAN BRAND PSYCHOLOGICAL OWNERSHIP DALAM MEMEDIASI PENGARUH INTERNAL CORPORATE BRANDING TERHADAP BRAND CITIZENSHIP BEHAVIOR." MIX: JURNAL ILMIAH MANAJEMEN 9, no. 2 (August 9, 2019): 312. http://dx.doi.org/10.22441/mix.2019.v9i2.005.
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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.
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Wijaya, Nyoman Surya, I. Wayan Eka Sudarmawan, and I. Gusti Made Sukaarnawa. "The Determinant of Decision to Visit Tourism Destination." Ekuitas: Jurnal Pendidikan Ekonomi 9, no. 2 (December 26, 2021): 342. http://dx.doi.org/10.23887/ekuitas.v9i2.40452.
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This study aims to examine how the decision to visit tourists to tourist destinations Tirta Empul Temple Tampaksiring Gianyar Bali. The dependent variable used in this study is the decision to visit, while promotion, destination attributes and place branding are independent variables. The population of the study were visitors who came to the Tirta Empul Temple Tourism Destination, the research sample was 105 people using accidental sampling technique, with a quantitative descriptive approach, using analytical tools. Partial Least Square (PLS) software SmartPLS. The results of the analysis show promotion and destination attributes have a positive and significant effect on place branding with a value of 7.098 and 6.626, respectively, promotion has a positive and insignificant effect on decisions to visit tourist destinations with a value of 1.603, destination attributes have a positive and significant effect on decisions to visit tourist destinations with a value of 1.603. 3,429, place branding has a positive and significant effect on decisions to visit tourist destinations with a value of 4.646, the formation of place branding is more dominantly influenced by destination attributes, and decision making to visit tourist destinations is more dominantly influenced by place branding. Place Branding acts as a full mediator.
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Nastiti, Dinda Maisya, Nadya Syavaranti, and Akhmad Edhy Aruman. "The Effect of Corporate Re-branding on Purchase Intention through The Brand Image of PT Pelita Air Service." Journal of Consumer Sciences 6, no. 1 (February 28, 2021): 40–61. http://dx.doi.org/10.29244/jcs.6.1.40-61.
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PT Pelita Air Service or PT PAS is a subsidiary of PT Pertamina (Persero) in aviation. In 2018, PT PAS changed its company logo. It is one of the corporate re-branding strategies that aimed to create a good brand image to increase the various services' purchase intention. This study aims to determine the effect of corporate re-branding on purchase intention through the brand image of PT PAS. This study used a quantitative associative approach with the survey method. Based on the sampling method, namely purposive sampling, the survey was performed on 97 respondents who knew about PT PAS. The results showed a direct and significant impact between corporate re-branding on purchase intention through the brand image of PT PAS with 0.375. Meanwhile, the direct effect of corporate re-branding on purchase intention is -0.083. Brand image becomes a mediator between corporate re-branding in increasing its influence on purchase intention. This research is expected to be a reference for PT PAS in evaluating its corporate re-branding strategy to form a better brand image and subsequently increase purchase intention for the services it offers.
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Latifah, Yohana, and Muafi Muafi. "Examining the effect of internal branding on employee performance: Job satisfaction and employee engagement as mediation variables." International Journal of Business Ecosystem & Strategy (2687-2293) 3, no. 4 (December 27, 2021): 01–12. http://dx.doi.org/10.36096/ijbes.v3i4.278.
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The role of resources is very vital, especially during a pandemic like this. Human resources are reliable and ready to answer challenges and ready to provide services. With a situation like this, it is possible for the organization to change its strategy to survive. For this reason, human resources are needed, who have high performance to realize the goals of the organization. The aim of our research is to find out the effect of internal branding on employee performance with employee engagement and job satisfaction as a mediating variable. The population in this study were all lecturers at AMIKOM University Yogyakarta. Sample collection was done randomly. The sample was collected using a google form, and the data collected were 119 respondents. Data analysis in this study used the PLS-SEM method. The results of this study prove that the internal branding variable has a positive effect on employee engagement. Internal branding also has a positive effect on job satisfaction. Employee engagement has a positive effect on employee performance. Job satisfaction has a positive effect on employee performance. As a mediator, employee engagement also has a positive effect on the pattern of internal branding relationships and employee performance. Likewise, job satisfaction also has a positive effect on the relationship between internal branding and employee performance.
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Ricardo, Ricardo. "Determinants of Reputation, Experience and Communication on Employer Branding." Journal of Law, Politic and Humanities 2, no. 3 (May 24, 2022): 115–23. http://dx.doi.org/10.38035/jlph.v2i3.93.
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The Literature Review Article on Determinants of Reputation, Experience and Communication on Employer Branding is a scientific article that aims to build a research hypothesis on the influence between variables that will be used in further research, within the scope of Human Resource Management. The method of writing this Literature Review article is the library research method, which is sourced from online media such as Google Scholar, Mendeley and other academic online media. The results of this Literature Review article are that: 1) Reputation affects Employer Branding; 2) Experience has an effect on Employer Branding; and 3) Communication has an effect on Employer Branding. Apart from these 3 exogenous variables that affect the endogenous variable Employer Branding, there are still many other factors including Talent, Recruitment, Value Proposition variables.
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Rana, Geeta, Ravindra Sharma, S. P. Singh, and Vipul Jain. "Impact of Employer Branding on Job Engagement and Organizational Commitment in Indian IT Sector." International Journal of Risk and Contingency Management 8, no. 3 (July 2019): 1–17. http://dx.doi.org/10.4018/ijrcm.2019070101.
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This article seeks to empirically examine the impact of employee branding on job engagement and organizational commitment in Indian IT companies. The data was collected from 250 employees employed in various companies in Indian IT companies. Results revealed a strong positive association between employer branding and job engagement, job engagement and organizational commitment, and employer branding and organizational commitment. Further, job engagement showed a partial mediating effect on the link between employer branding and organizational commitment. This is the first empirical investigation to simultaneously examine associations among employer branding, job engagement, and organizational commitment. Practitioners could, with such knowledge, incorporate the most influential dimensions of employer branding in organizational culture.
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Cone, Carol, Lynn Phares, and Carol Gifford. "Leveraging Cause Branding to Effect Social Change: The Convergence of Cause Branding and Social Marketing." Social Marketing Quarterly 7, no. 3 (September 2001): 28–32. http://dx.doi.org/10.1080/15245004.2001.9961159.
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Puspita Rini, Rosie Oktavia, Tirta Mulyadi, Dimas Akmarul Putera, Aulia Agung Dermawan, and Wahyudi Ilham. "Analisis Sales Promotion dan Personal Branding Terhadap Keputusan Pembelian Paket Pernikahan Venrose Wedding Organize di Kota Bandung." Journal of Event, Travel and Tour Management 2, no. 2 (January 9, 2023): 37–44. http://dx.doi.org/10.34013/jett.v2i2.765.
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This study aims to determine the effect of Sales Promotion and Personal Branding, partially or simultaneously on the decision to purchase a Venrose WO wedding package. This study uses quantitative methods using a sample of 100 respondents. Primary data and secondary data are used as data sources in this study. This study uses the SPSS tool for multiple linear regression analysis. The results showed that Sales Promotion partially had a significant effect on purchasing decisions, Personal Branding partially had a significant effect on purchasing decisions, and Sales Promotion and Personal Branding simultaneously had a very significant effect on purchasing decisions.
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Chawla, Poonam. "Impact of employer branding on employee engagement in business process outsourcing (BPO) sector in India: mediating effect of person–organization fit." Industrial and Commercial Training 52, no. 1 (December 24, 2019): 35–49. http://dx.doi.org/10.1108/ict-06-2019-0063.
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Purpose The purpose of this paper is to investigate the impact of employer branding strategy (a mechanism used by organisations to hire and retain competent talent) on employee engagement whilst simultaneously measuring the mediating effect of person-organisation (P-O) fit. Design/methodology/approach The study analyses a sample of 296 employees working in the BPO sector in India. The proposed model is tested with the help of structural equation modelling. Findings The findings of the research highlight that employer branding has an affirmative relationship with P-O fit and employee engagement. The findings also reveal that P-O effect has a partial mediating effect on the relationship between employer branding and employee engagement. Practical implications Understanding and implementing employer branding strategies provides the organisation with a tool for not only harnessing good employees but also facilitates them to engage and retain them. Employer branding strategies ensure an increase in employee’s sense of belongingness and alignment of goals. Value congruence in the form of person organisation fit also ensures that employees believe that they are valued across the organisation and may go an “extra mile” to achieve organisational objectives. Originality/value Employer branding is a comprehensive strategy which can be used by employers to attract and retain talented employees. In a global economy where a talented workforce is scarce and has plenty of choices available to them, firms can use employer branding as a strategic opportunity to enhance employee engagement.
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Mostafa, Bassant Adel, Azza Abd-Elqader El-Borsaly, Eglal Abd-Elmoneim Hafez, and Sally Ali Hassan. "The Mediating Effect of Person-Organization Value Fit on the Relationship Between University branding and Academic Staff Citizenship Behavior." Academic Journal of Interdisciplinary Studies 10, no. 1 (January 17, 2021): 313. http://dx.doi.org/10.36941/ajis-2021-0027.
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Nowadays, research on employer branding is still growing. A specific focus on branding in the higher education sector is still limited, so this research investigates how employer branding impacts organization citizenship behavior and whether person-organization value fit mediates this relationship on a sample of 332 academic staff members working in the private higher education sector in Egypt. The data collection was performed using a self-administered survey. The research employs correlation and regression analysis to test the research hypotheses. First, the results revealed a moderately significant effect of employer branding practices on organizational citizenship behavior. Second, person-organization value fit has a positive significant mediation effect on the relationship between employer branding and organizational citizenship behavior. These results will help private universities determine to what extent investing in building a strong employer brand will help retain academic staff members.
Received: 7 October 2020 / Accepted: 11 December 2020 / Published: 17 January 2021
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Schwartzkopf-Genswein, K. S., J. M. Stookey, E. D. Janzen, and J. Mckinnon. "Effects of branding on weight gain, antibiotic treatment rates and subsequent handling ease in feedlot cattle." Canadian Journal of Animal Science 77, no. 3 (September 1, 1997): 361–67. http://dx.doi.org/10.4141/a96-104.
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Two trials were conducted to investigate the effects of hot-iron and freeze branding on individual body weight (BW) antibiotic treatment (AT) rates based on rectal temperature (RT), and subsequent handling ease in feedlot cattle. Charolais-cross steer calves were ear-tagged and vaccinated on arrival to the feedlot and assigned to freeze brand (F), hot-iron brand (H), or control (C) treatments. Animals were branded at arrival to the feedlot in Trial 1 (n = 300) and 20 d after arrival in Trial 2 (n = 248). Rectal temperatures, AT and BW of all animals were recorded on the day of branding and every second day for 10 d. Branding treatments had no effect on average daily gain (ADG) or AT rates in either trial. Steers in Trial 2 required increased handling pressure over the 10 d period, indicating some aversion to being caught in the chute for measurement of RT. The only effect of treatment on handling ease was that freeze branded steers required more (P < 0.005) handling pressure than C or H steers on d 6 after branding. This may have resulted from discomfort caused by pressure put on the freeze branding site while in the chute, perhaps indicating that F animals may experience a lingering pain. Branding, regardless of technique, does not affect BW or AT rates when performed soon after arrival or following a 20 d acclimation period in the feedlot. These findings suggest that branding may not be a severe enough stressor to negatively affect BW gain or health in cattle. There may be some potential in using handling ease as an indicator of an animal's aversion to re-enter the location of a previously negative experience. Key words: Cattle, Branding, Behaviour, Liveweight Gain, Body Temperature
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Lestari, Dian, and Trisnia Manggiasih. "The Effect of Employer Branding and E-recruitment on the Intention to Apply for a Job in Z Generation." Asian Journal of Economics, Business and Accounting 23, no. 19 (August 11, 2023): 1–8. http://dx.doi.org/10.9734/ajeba/2023/v23i191067.
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This study examines the influence of employer branding and e-recruitment among z generation in applying for a job. The study aims to investigate whether there is an effect of employer branding and e-recruitment on intention to apply for a job in z generation. This study using quantitative approach and an explanatory survey. The research methodology involves 120 job seekers as samples from z generation in Bandung Raya, using a questionnaire for a survey that measures the variable of this research namely employer branding, e-recruitment, and intention to apply for a job. The sampling technique uses incidental sampling technique, where sampling is carried out based on coincidence, that is anyone who meets the researcher and considered fit the sample criteria can be a research sample. The data collected is analyzed using multiple linear regression analysis and the hypotheses test are using T test dan F test. The findings suggest that employer branding and e-recruitment have an effect of 36.6% on the intention to apply for a job in z generation. Furthermore, according to t test it is known that employer branding has a positive effect on intention to apply for a job in the z generation, so does e-recruitment variable has a positive effect on intention to apply for a job in the z generation. Furthermore, F test founds that employer branding and e-recruitment effect simultaneously on intention to apply for a job in z generation.
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VENKATESAN, L. "Essential Attributes On Brand Name And Impacts Of Consumer Buying Behaviour." Restaurant Business 118, no. 11 (November 28, 2019): 313–22. http://dx.doi.org/10.26643/rb.v118i11.10037.
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In the current situation, the entire area of branding is attractive a separate area. It is pertinent to study brands and branding because, first, it is part of our lives, whether we like it or not. It is also significant to understand how part of the business world functions. For a long time branding has also been seen as part of the marketing discipline. Conventionally, branding is part of the marketing mix, or the 4Ps: product, price, promotion and place. The product has two levels: core and augmented. Branding is not the core product but the augmented level of the product. A Brand cautious is measured a several constraints of during the products buying a consumer and can be considered all the way through brand remember or brand acknowledgment. The study determined remind the brand product of post purchase on effects of publicity and media which is motivated to remain the product. The study variables recollect and recognize the brand product. It was observed that the area and region were advertisement play significance role in the brand market. This study will focus on create indirect effect on recall the brand name and shows the consumer buying behaviour of different attributes of brand effect.
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Nurohmah, Anggi Nadia, and Agung Guritno. "Analisis Determinan Loyalitas Nasabah Bank Syariah Indonesia Kantor Cabang Pembantu Kendal Weleri." Al-bank: Journal of Islamic Banking and Finance 3, no. 1 (January 31, 2023): 34. http://dx.doi.org/10.31958/ab.v3i1.7786.
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This study aims to analyze the effect of Marketing Communication, Excellent Service and Emotional Branding on Customer Loyalty with Satisfaction as an Intervening Variable. This study uses a quantitative descriptive approach with primary data obtained through distributing questionnaires. The results showed that Marketing Communication had a positive and insignificant effect on Loyalty and Satisfaction while Excellent Service had a negative and insignificant effect on Loyalty but had a positive and insignificant effect on satisfaction. Only Emotional Branding has a direct significant positive effect on Loyalty. Satisfaction has a significant positive effect on Loyalty. Satisfaction is unable to mediate the effect of Marketing Communication and Emotional Branding on Loyalty, and Satisfaction is able to mediate the effect of Excellent Service on Loyalty.
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Septiani, Rosalina, and R. A. Marlien. "Brand Preference Sebagai Mediasi Faktor-Faktor Yang Mempengaruhi Purchase Intention." Journal of Economic, Bussines and Accounting (COSTING) 6, no. 2 (March 5, 2023): 1648–57. http://dx.doi.org/10.31539/costing.v6i2.5357.
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It is important for marketers how to make customers buy a product. The decline in the Avanza – Xenia market share in 2020 and 2021 indicates that purchase intention for the two products that carry out co-branding is decreasing. This study aims to examine the impact of brand equity and co-branding on purchase intention with brand preference as a mediator. The population in this study were potential consumers of Nasmoco Pemuda Semarang Dealers, with an estimated amount that could not be predicted, while the sample taken was 120 respondents. The sample collection method uses purposive sampling. The finding is brand equity, co-branding has a positive and significant effect on brand preference. Brand equity, co-branding and brand preference have a positive and significant effect on purchase intention so that brand preference is proven to act as a mediation.
Keywords: Brand Equity, Co-branding, Brand preference, Purchase intention
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Rasmussen, Michelle, and Larry Lockshin. "Wine Choice Behaviour: The Effect of Regional Branding." International Journal of Wine Marketing 11, no. 1 (January 1999): 36–46. http://dx.doi.org/10.1108/eb008689.
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Khongrat, Etty, Andriani Kusumawati, Taber Al Habsyi, and Suharyono Suharyono. "The Effect of Ownership Structure and Leverage Towards Dividend Policy and Corporate Values." Journal of Public Administration Studies 006, no. 01 (May 1, 2021): 28–31. http://dx.doi.org/10.21776/ub.jpas.2021.006.01.5.
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This research aims to examine and analyze the effect of Destination Branding on Destination Image. Testing and analyzing the effect of destination branding on destination selection and destination image on destination selection. Meeting planners who live in Jakarta and Bali destination. This research used an explanatory research with simple random sampling technique. Data collection techniques were carried out with questionnaires that distributed to 165 respondents Meeting Planners who lived in Jakarta and Bali. The data analysis used in the study is General Structured Component Analysis (GSCA). The results of this study indicate that the GSCA analysis results have shown that Destination Branding has no significant effect on the Destination Image, with a path coefficient of 0.545 with a value (p-value 0.272> 0.005). The results of the GSCA analysis have proven that Destination Branding has a significant effect on destination selection with a path coefficient of 0.266 and a p-value <0.001. The results of the GSCA analysis have shown that destination image has a significant positive effect on Destination Selection with a path coefficient of 0.299 with a p-value of <0.001.
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Setiani, Nunung, and Fetria Eka Yudiana. "EFFECT OF HIJRAH INTENTION, ISLAMIC BANK SERVICE QUALITY, AND ISLAMIC BRANDING ON LOYALTY IN THE USE OF SHARIA DIGITAL BANKING WITH SATISFACTION AS AN INTERVENING VARIABEL (Case Study BTN Syariah KCP Pekalongan)." Imara: JURNAL RISET EKONOMI ISLAM 6, no. 2 (December 30, 2022): 111. http://dx.doi.org/10.31958/imara.v6i2.5825.
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This study was conducted to determine the effect of Hijrah Intention, Islamic Bank Service Quality, and Islamic Branding on Loyalty in the Use of Sharia Digital Banking. The method of collecting data is through a questionnaire distributed to the Bank's customers. The sample used in this study were 95 respondents with the non-probability sampling technique. This analysis includes instrument test, statistical test, classical assumption test, and path analysis. Based on the results of the study, it showed that Hijrah Intention had a negative and insignificant effect on customer satisfaction. Meanwhile, Islamic Bank Service Quality and Islamic Branding have a positive and significant effect on customer satisfaction. Hijrah Intention, Islamic Bank Service Quality, Islamic Branding have a positive and significant effect on customer loyalty. Customer satisfaction is not able to mediate Hijrah Intention to loyalty. Meanwhile, Islamic Bank Service Quality and Islamic Branding on customer loyalty can be mediated by customer satisfaction.
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Chawla, Poonam. "Impact of Employer Branding on Employee Engagement in BPO Sector in India With the Mediating Effect of Person-Organisation Fit." International Journal of Human Capital and Information Technology Professionals 11, no. 3 (July 2020): 59–73. http://dx.doi.org/10.4018/ijhcitp.2020070104.
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With human capital emerging as a sustainable source of strategic advantage organisations are focusing on developing employee value propositions which consistently engage their workforce so that they can proactively contribute towards the achievement of organisational goals. This research investigates the impact of employer branding strategy (a mechanism used by organisations to engage competent talent) on employee engagement whilst simultaneously measuring the mediating effect of person-organization (P-O) fit. The study analyses a sample of 296 employees working in the BPO sector (offshore call centres) in India. The proposed model is tested with the help of structural equation modelling. The findings of the research highlight that employer branding has an affirmative relationship with P-O fit and employee engagement. The findings also reveal that P-O effect has a partial mediating effect on the relationship between employer branding and employee engagement. It can be deduced that employer branding is a comprehensive strategy which can be used by employers to engage employees. Thus, in a global economy where a talented workforce is scarce and has plenty of choices available to them, firms can use employer branding as a strategic opportunity to enhance employee engagement.
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Acar, Pinar, and Gökhan Yıldırım. "The effects of employer branding and career anchor on intention to leave." International Journal of Research in Business and Social Science (2147- 4478) 8, no. 5 (August 18, 2019): 62–69. http://dx.doi.org/10.20525/ijrbs.v8i5.454.
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This research aims to investigate the effects of employer branding and career anchor on the intention to leave. The object of this research is the companies operating in the technology, finance and pharmaceutical sectors while the subject is 229 employees. Three variables from the research data were gathered through instruments in the form of valid and reliable questionnaires. Statistical Analysis of the research data used hierarchical regression analysis with the significance in accordance with the output of SPSS 20.0. The review of the findings obtained from the data demonstrated a statistically significant correlation between the employer brand and career anchor; employer brand and the intention to leave. Findings indicated that employer branding has a significant effect on career anchor and intention to leave; career anchor also has a significant effect on the intention to leave. However, the mediator effect of career anchor did not appear in the relationship between employer branding and intention to leave.
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Ganushchak-Efimenko, Lyudmila, Valeriia Shcherbak, Оlena Nifatova, Oleh Kolodiziev, and Rafał Rębilas. "Methodological framework for integrated business structures branding development in Ukraine." Innovative Marketing 15, no. 2 (May 6, 2019): 14–29. http://dx.doi.org/10.21511/im.15(2).2019.02.
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The integrated business structures performance is underpinned by a wide range of external and internal factors that from a business unit perspective may have positive or negative implications for brand building. Moreover, in the context of business integration, the interaction among individual business units is of paramount importance that dramatically affects the performance of the entire business structure. The research objective is to provide a methodological framework for branding development through the calculation of integrated complementary and synergistic effects indicators, based on their compliance with the criteria of congruence and compatibility within architectonic elements of integrated business structures. The methodological toolkit design to estimate the integrated indices for complementary and synergistic effects involves the following stages: building a set of partial indicators for assessing complementary and synergetic effects, developing an algorithm to calculate an integrated index for complementary effect from internal and external brand interactions within integrated business structures (IBS), developing an algorithm to calculate an integrated index for a synergetic effect from brand integration within a business structure, individual business unit brand classification by different complementary and synergistic effects manifestations.The proposed methodological approach contributes to facilitating brand integration in mergers and acquisitions, as well as enhancing the allocation effectiveness of portfolio roles of integrated business structure brands in product offering in the integration framework.
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Asni, Asni, Mustakim Mustakim, and Liwaul Liwaul. "Pengaruh Branding Produk Kacang Mete Terhadap Citra Perusahaan (Studi Pada UD. Mete Mubaraq Lombe Kendari)." Business UHO: Jurnal Administrasi Bisnis 3, no. 2 (December 18, 2018): 177. http://dx.doi.org/10.52423/bujab.v3i2.9436.
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ABSTRACT This study aims to examine how much the influence of cashew product branding on corporate image. The independent variable consists of the branding of cashew nuts (x) and the dependent variable is the corporate image of UD. Cashew Mubaraq Lombe Kendari. The number of research samples was 94 respondents taken using accidental sampling technique. The analysis used is Simple Linear Regression Analysis, the results of the cashew nut product branding has a positive influence on the company's image at UD. Cashew Mubaraq lombe kendari by 35.6% the effect of cashew product branding on the company image that occurred at UD. Cashew Mubaraq Lombe Kendari.This research was conducted by distributing questionnaires to several consumers of UD. Cashew Mubaraq Lombe Kendari by accidental sampling and analysis with simple linear regression. This model emphasizes the effect of cashew product branding on the company's image which results of the analysis are processed using SPSS Version 16The results showed that there was a hypothesis that was tested in this study, namely the branding of cashew nuts. Where the hypothesis is positive and significant effect on the company's image at UD. Cashew Mubaraq Lombe Kendari. The results showed that this research model was acceptable.ABSTRAK Penelitian ini bertujuan menguji seberapa besar Pengaruh Branding Produk Kacang Mete Terhadap Citra Perusahaan. Variabel Independen terdiri dari Branding produk kacang mete(x) dan Variabel dependen adalah citra perusahaan Pada UD. Mete Mubaraq Lombe Kendari. Jumlah sampel penelitian adalah 94 Responden yang diambil dengan menggunakan Teknik Accidental sampling. Analisis yang digunakan adalah Analisis Regresi Linear Sederhana, hasilnya branding produk kacang mete mempunyai pengaruh positif terhadap citra perusahaan pada UD. Mete Mubaraq lombe kendari sebesar 35,6% pengaruh branding produk kacang mete terhadap citra perusahaan yang terjadi di UD. Mete Mubaraq Lombe Kendari.Penelitian ini dilakukan dengan menyebar kuisioner terhadap beberapa konsumen UD. Mete Mubaraq Lombe Kendari secara Accidental sampling dan analisis dengan Regresi Linear Sederhana. Model ini menekankan pada pengaruh branding produk kacang mete terhadap citra perusahaan yang hasil analisisnya di olah dengan menggunakan SPSS Versi 16Hasil penelitian menunjukkan bahwa terdapat hipotesis yang telah diuji dalam penelitian ini yaitu branding produk kacang mete. Di mana hipotesis tersebut berpengaruh positif dan signifikan terhadap citra perusahaan pada UD. Mete Mubaraq Lombe Kendari. Hasil penelitian menunjukan bahwa model penelitian ini dapat diterima.
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Hernandez, Adalinda, Pedro Henrique Esteves Trindade, Mateus José Rodrigues Paranhos Da Costa, Jens Jung, and Charlotte Berg. "Limited Effects of Pain Control Treatments on Behaviour and Weight Gain of Pure and Crossbred Nellore Heifer Calves When Subjected to Hot-Iron Branding." Animals 12, no. 22 (November 14, 2022): 3143. http://dx.doi.org/10.3390/ani12223143.
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Hot-iron branding is still commonly performed in cattle farming in tropical countries, and possibly has negative consequences for animal welfare and weight gain. This study examined the behavioural and weight gain responses of pure and crossbred Nellore heifer calves subjected to hot-iron branding on the cheek, without and with use of anaesthesia and analgesia. Ninety-two heifer calves, around 120 days old, were studied prospectively when subjected to hot-iron branding on the cheek (a statutory procedure in Brazil following brucellosis vaccination). Four randomly selected groups of calves were allocated to four treatments: no pain control (CO); subcutaneous anaesthetic local block (LA); intramuscular analgesia (meloxicam) (LT); and local anaesthesia plus meloxicam (LL). Behaviour, flight speed and body weight were evaluated before, during, and five (5-d) and 60 days (60-d) after branding. For these parameters, the only difference observed was higher tension in the CO group 5-d post-branding, suggesting a short-term negative effect of branding without pain control. The limited effects of the pain control treatments suggest interference in pain assessment by other factors, such as expression of fear and stress. Despite the lack of differences observed in behaviour and production parameters, facial hot-iron branding is an obvious welfare issue and, due to the additional handling involved, adoption of a simple pain relief protocol is not sufficient to minimise the welfare impact.
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Safira, Raja Ela, and Dhidhin Noer Ady Rahmanto. "Islamic Branding Experience dan Customer Citizenship Behaviour terhadap Keputusan Menggunakan Layanan LinkAja Syariah." Etihad: Journal of Islamic Banking and Finance 2, no. 1 (May 17, 2022): 1–19. http://dx.doi.org/10.21154/etihad.v2i1.3953.
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The influence of Islamic branding experience and customer citizenship behavior on the decision to use sharia linkaja services is the focus of this research, this is due to the increasing use of digitalization of sharia finance. The sample used was 252 respondents, the sampling technique used purposive sampling, namely the selection of samples with specified criteria. The results show that partially Islamic branding experience has a significant effect on decisions to use services, then customer citizenship behavior has a positive and significant effect on decisions to use services, which means that the better customer citizenship behavior, the more decisions to use services. Simultaneously, both Islamic branding experience and customer citizenship behavior have a positive and significant effect on decisions to use services simultaneously.Islamic branding experience dan customer citizenship behaviour terhadap keputusan menggunakan layanan linkaja syariah menjadi fokus penelitian dikarenakan meningkatnya penggunaan digitalisasi keuangan syariah. Sample yang diperoleh 252 responden, teknik pengambilan sample menggunakan purposive sampling, yaitu pemilihan sample dengan kriteria tertentu. Hasil penelitian menunjukkan secara parsial islamic branding experience berpengaruh signifikan terhadap keputusan menggunakan layanan, Selanjutnya customer citizenship behaviour berpengaruh positif dan signifikan terhadap keputusan menggunakan layanan artinya semakin baik customer citizenship behaviour maka semakin meningkatkan keputusan menggunakan layanan. Secara simultan baik islamic branding experience dan customer citizenship behaviour berpengaruh secara bersamaan positif dan signifikan terhadap keputusan menggunakan layanan.
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Sabir, Irfan, Agha Husna, Muhammad Bilal Majid, Mohd Sadad Mahmud, and Naila Sabir. "Does Internal branding effect on Employee Performance? An Empirical Evidence from Services Sector of Pakistan." Journal of Public Value and Administrative Insight 4, no. 1 (May 21, 2021): 11–23. http://dx.doi.org/10.31580/jpvai.v4i1.1503.
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Internal branding with its divergent tools techniques and dimensions is no doubt capable of aligning and changing interests, attitudes, minds and behavior of people inside the organization. However, impact of internal branding vary according to different sectors, this study instigate the impact of internal branding in healthcare sector. Since aftermath are employees, this study investigate employees of private hospitals that are nurses both male and female of all three nursing cadre. This study target total 230 nurses from different private hospitals in Sialkot by employing convenience sample of non-probability. This study uses primary data comprises of quantitative nature and cross sectional, which is collect by the use of self-administered survey questionnaire. Inferential statistics is use on IBM SPSS Statistics 25th version and the data is analyze using Reliability, Durbin Watson, Normality, Regression and Correlation analysis. Findings reveal that internal branding brings positive variation in employee performance although the results did not provide significant affect still the relation between both variables is positive and significant. Discussions, implications and future recommendations are the bases of results this study derive.
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Dinata, Ria, Nur Rini, and Karnowahadi Karnowahadi. "Branding, Product Quality and Marketing Strategy on Purchasing Decisions in the Batik Creative Industry (Case Study of Pati Batik UMKM Centers)." JOBS (Jurnal Of Business Studies) 8, no. 2 (December 13, 2022): 97. http://dx.doi.org/10.32497/jobs.v8i2.4101.
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<em>This study aims to analyze the effect of Product Branding, Product Quality and Marketing Strategy on Purchasing Decisions on the Batik Creative Industry (Case Study at the Batik MSME Center in Pati Regency). This study uses quantitative research methods with convenience sampling techniques. Convenience Sampling is a way of choosing who is suitable by chance found by researchers who are seen as data sources by distributing questionnaires to consumers of batik SMEs in Pati Regency as many as 100 respondents. The data analysis method used is a test technique, with SPSS 26 statistical test tool. It is found that partially product branding has no significant effect on purchasing decisions, product quality partially has a positive and significant effect on purchasing decisions, and partially marketing strategy has a positive effect. and significant on purchasing decisions. Together, product branding, product quality and marketing strategy have a positive and significant effect on purchasing decisions. The magnitude of the coefficient of determination is 0.407, this means that 40.7% of purchasing decisions can be explained by product branding, product quality and marketing strategy, while the remaining 59.3% is explained by other variables not examined in this study. It is recommended to maintain good product branding, optimize product quality and marketing strategies to improve purchasing decisions</em>
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Azmy, Ahmad, Iyus Wiadi, and Handy Risza. "The effect of psychological contract, employer branding and job satisfaction on turnover intention: Organizational commitment as moderating variable at start-up IT company." E+M Ekonomie a Management 26, no. 2 (June 2023): 87–104. http://dx.doi.org/10.15240/tul/001/2023-2-006.
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IT-startup is an organization that starts a business in the technology field. The problem that is often faced is high-turnover. The reality of business processes takes a long time to develop into large companies. One of the potential factors in business success is human resources. The present study analyzes the direct and indirect effects of the psychological contract, employer branding, and job environment on turnover intention in IT start-up companies. Organizational commitment was employed as the moderating variable. The study was conducted in several IT start-up companies in Jakarta, focusing on four business fields: educational technology, IT consulting, software and hardware, and IT infrastructure. Respondents were 182 employees of IT start-up companies, recruited using a purposive sampling technique. Applying Partial Least Square, this study found that psychological contract, employer branding, and job environment, directly and indirectly, affect turnover intention. Organizational commitment was found to have the most significant direct effect on turnover intention. Meanwhile, employer branding exhibited the most significant indirect effect on turnover intention. IT start-ups need to strengthen their psychological contracts, employer branding, and job environment to reduce high turnover. IT start-ups must provide a conducive job environment to support employee work processes. This strengthens the psychological aspect of employees to stay afloat in the long term. A sense of loyalty, high commitment, and professionalism must be instilled in all employees as part of efforts to strengthen the psychological contract. The business success of an IT start-up becomes a good branding employer so that it is able to recruit potential human resources candidates. IT start-up companies need to strengthen their psychological contract, employer branding, and job environment in order to minimize turnover intention. Employees are a long-term investment for a company’s business sustainability, and their ideas, creativities, and innovation are pivotal for the company.
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Castañeda-García, J. A., D. M. Frías-Jamilena, S. Del Barrio-García, and M. A. Rodríguez-Molina. "The Effect of Message Consistency and Destination-Positioning Brand Strategy Type on Consumer-Based Destination Brand Equity." Journal of Travel Research 59, no. 8 (November 12, 2019): 1447–63. http://dx.doi.org/10.1177/0047287519881506.
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Today, communication is a key factor of destination competitiveness. The aim of the present study is to examine the effect of message consistency between different online communication tools on the formation of consumer-based destination brand equity (CBDBE), within two distinct brand positioning strategies (single-destination brand vs. multiple-destination brands). An experimental design is applied to manipulate message consistency (high vs. low) and the type of brand positioning strategy implemented by the destination (single vs. multiple brands). The results demonstrate that when the messages received by the tourist are highly consistent across different channels, branding strategy type exerts no differential effect on CBDBE. By contrast, when the messages present low consistency, a single destination branding strategy generates higher CBDBE than a multiple destination branding strategy. The study makes an original contribution to the literature, showing the interaction between destination branding strategy type and degree of consistency in the messages received by the tourist.
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Indriani, Jesi, and Chandra Kuswoyo. "PENGARUH CITY BRANDING PADA CITY IMAGE DAN KEPUTUSAN BERKUNJUNG WISATAWAN KE KABUPATEN PURWAKARTA." Jurnal Manajemen Maranatha 17, no. 1 (November 9, 2017): 41. http://dx.doi.org/10.28932/jmm.v17i1.410.
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This research aims to investigate the influence of city branding on city image, investigate the influence of city branding on decision to visit, and investigate the influence of city image on decision to visit. The research method used in this study is explanatory research. Sample of 156 tourist visiting the tourist attractions in Purwakarta. Method of data is collection questionnaire, causal explanatory, and using Path Analysis. The result showed that city branding variable (X) significantly influence on city image (Y1) about 40,7%, city branding variable (X) significantly influence on decision to visit (Y2) about 11,5%, city image variable (Y1) significantly influence on decision to visit (Y2) about 19,5%, and also city branding variables (X) and city image variable (Y1) significantly influence on decision to visit (Y2) about 50,20%. The conclusion of this research is a significant effect on city branding impact city image and decision to visit Purwakarta city.Keywords: city branding, city image, and decision to visit.
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Odoom, Raphael, George Cudjoe Agbemabiese, Thomas Anning-Dorson, and Priscilla Mensah. "Branding capabilities and SME performance in an emerging market." Marketing Intelligence & Planning 35, no. 4 (May 6, 2017): 473–87. http://dx.doi.org/10.1108/mip-08-2016-0138.
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Purpose The purpose of this paper is to test the effect of brand regulations on the relationship between enterprises’ branding capabilities (internal and external) and performance. It also examines the hypothesized relationship effects across manufacturing and service-based enterprises. Design/methodology/approach The study uses data from 384 small- and medium-sized enterprises (SMEs) within an emerging market setting. Moderated hierarchical regression was used to examine the theoretical interrelationships between branding capabilities and enterprise performance within the boundaries of regulations. Findings Results from the study suggest that both internal and external branding capabilities positively affect enterprise performance. However, the effect is confounded as brand regulations attenuate the relationship between enterprises’ branding capabilities and performance. Varying outcomes across manufacturing and service-based enterprises are also assessed. Originality/value The study suggests that policy makers should review regulations on businesses, particularly those relating to the small business sector. Regulations that ameliorate activities of SMEs should be implemented to promote existing enterprises, and attract new ones for industrialization in emerging markets. The findings provide evidence for issues of potential research and managerial interest, with implications for both policy makers, small business owners and the academic community.