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http://dx.doi.org/10.9723/jksiis.2019.24.5.077

The Effect of Organizational Brand Internalization on the Organizational Brand Permanence  

Choi, Soow-A (조선대학교 경영학부)
Hwang, Yoon Yong (조선대학교 경영학부)
Publication Information
Journal of Korea Society of Industrial Information Systems / v.24, no.5, 2019 , pp. 77-93 More about this Journal
Abstract
The purpose of this study is to investigate the effect of organizational brand internalization on organizational brand permanence. Specifically, organizational brand internalization influences customer orientation, brand attachment, and organizational brand permanence. Also, we examined the effect of brand attachment on the relationship between customer orientation and organizational brand permanence. As a result of empirical research, organizational brand internalization plays an important role in enhancing employee's attachment to brand and positively forming relationship with customers. In other words, as brand attachment increases, employees in the organization know and share customer's needs and provide core competencies for the organization's long-term development. Therefore, companies need to strengthen their internal brand power by organizing their brands into a single concept, and to realize organizational integration of employees based on them. Finally, this study suggested practical implications and future research directions from this perspective.
Keywords
Organizational brand internalization; Customer orientation; Brand attachment; Organizational brand permanence;
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Times Cited By KSCI : 2  (Citation Analysis)
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