The influence brand identity, brand leadership, and brand comunication toward job satisfaction

Safitri, Rini and Riyanto, Feri Dwi and Yuliana, Indah (2020) The influence brand identity, brand leadership, and brand comunication toward job satisfaction. Asia-Pacific Management and Business Application, 9 (1). pp. 57-68. ISSN 2252-8997

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Abstract

Employees are pivotal resources for the organization as their various interactions among many levels in the employment experience that led to strong brands. Brand identity is the foundation in employer marketing that complement in training, social event, and mentor programs.. In this research, survey were conducted in telecommunication industry resulting 165 employee responses. Smart PLS was done to test the hypotheses, resulting that brand identity, brand leadership and brand communication influenced job satisfaction. This finding is in line with previous research where branding technique by employer not only cause employee turnover to drop, but also create benefits such as increased employee satisfaction, customer satisfaction and loyalty, and a positive image among other stakeholders. It is suggested that organization to promote employer branding includes brand identity, brand leadership, and brand communication for future business strategies.

Item Type: Journal Article
Keywords: brand identity; brand leadership; brand communication; employer branding; job satisfaction
Subjects: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1503 Business and Management > 150304 Entrepreneurship
15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1503 Business and Management > 150314 Small Business Management
Divisions: Faculty of Economics > Department of Management
Depositing User: Feri Dwi Riyanto
Date Deposited: 30 Nov 2020 10:57

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