• Journal of Korea Society of Industrial Information Systems
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• v.24 no.5
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• pp.77-93
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• 2019

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.