Brand Image Laverage in Gaining Sustainability Marketing: Brand Experience as the Moderator
(Study on the “State Defense” Brand in the National Development University (Upn) “Veteran” East Java)
1Siti Ning Farida, 2Nurul Azizah 1,2Business Administration Study Program, Faculty of Social and Political Sciences, UPN “Veteran” Jawa Timur
Brand image is the essence of a product or organization promotion activity, which is always interesting to research. It doesn’t stop to the expectation that a brand image will be able to drive the sustainable marketing of an organization. State Defence is a brand of the National Development University “Veteran” East Java (UPNVJT) and becomes a unique identity, and needs to be explored to improve the role. The theoretical basis used in this research includes some antecedent variables including: brand experience, brand love and brand trust, and perceived usefullness to analyze brand image and sustainability marketing. Data collection was carried out by distributing questionnaire to all UPNvjt alumni and then 144 respondents were collected, the collected data is examined using smartPLS. The result of the hypothesis test shows that the brand image gives high influence toward the sustainability marketing, whereas brand image was strongly influenced by brand love and brand trust, and perceived usefullness.
non-profit sector Brand Image, Brand Experience, Sustainability Marketing.
1) Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34, 347-356.
2) Alloza, A. (2008). Brand engagement and brand experience at Bbva, the transformation of a 150 years old company. Corporate Reputation Review, 11(4), 371-379.
3) Aro Kaisa, K. S. (2018). Antecedents and consequences of destination brand lovedA case study from Finnish Lapland. Tourism Management 67 (2018) , 71-81.
4) Bansal, P. (2005). Evolving sustainability: A longitudinal study of corporate sustainable development. Strategic Management Journal, 26(3), 197-218.
5) Batra, R. A. (2012). Brand Love . Journal of Marketing, 76 (2), 446-458.
6) Bennett, R. &. (2005). The nonprofit marketing landscape: Guest editors'introduction to a special section. Journal of Business Research, 58(6), 797–805.
7) Biedenbech, G. M. (2010). The impact of customer experience on brand equity in a business-to-business services setting. . Journal of Brand Management, 17(6), 446-458.
8) Black, I. C. (2016). Working consumers: co-creation of brand identity, consumer identity and brand community identity. Journal Business Research, 70 (1), 416-429.
9) Blumler, J. a. (1990). The Uses of Mass Communications,. Sage,: Beverly Hills, CA.
10) Brakus, J. J. (2008). Experiential attributes and consumer judgments. In B. H. Schmitt, & D. L. Rogers (Eds.). Handbook on brand experience. Northampton MA: Edward Elgar.
11) Braunsberger, K. &. (1998). Source expertise versus experience effects in hospital advertising. Journal of Services Marketing, 2, 23-36.
12) Carroll, B. A. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17, 79-89.
13) Chapleo, C. (2013). Brand‘infrastructure’ in nonprofit organizations: Challenges to successful brand building? Journal of Marketing Communications. http://dx.doi.org/10.
14) Chapleo, C. (2013). Brand‘infrastructure’ in nonprofit organizations: Challenges to successful brand building? Journal of Marketing Communications. http://dx.doi.org/10.
15) Chen shin, a. P.-K.-W. ( 2014). Exploring the commercia value of social networks: Enhancing consumers’ brand experience through Facebook pages. Journal of Enterprise Information, 27 (5) , 576-598.
16) Creswell, J. (2012). Research Design (Pendekatan Kualitatif, Kuantitatif dan Mixed). Yogyakarta: : Pustaka Pelajar.
17) Daniela Andreini, G. P. (2019). Reprint of "A renaissance of brand experience: Advancing the concept through a multi-perspective analysis". Journal of Business Research, Volume 96March 2019, 355-365.
18) Dholakia, U. B. (20023). A social influence model of consumer participation in network- and small-group-based virtual communities. Intern. J. of Research in Marketing, Vol. 21 No. 3,, 241-263.
19) Elkington, J. (1994). Towards the sustainable corporation: Win-win-win business strategies for sustainable development. California Management Review, 36(2),, 90-100.
20) Ewing, M. T. (2005). Developing and validating a multidimensional nonprofit brand orientation scale. Journal of Business Research, 58(6),, 841–853.
21) Gardner, B. B. (1955). The product and the brand. Harvard Business Review,33(2), 33–39.
22) Hatch, M. (2010). Toward a theory of brand co-creation with implications for brand governance. Journal Brand Management , 17 (8), 590-604.
23) Huang Chiung-En, C.-H. L. (2018). The creative experience and its impact on brand image and travel benefits:. Tourism Management PerspectivesVolume 28 October 2018, 144-155.
24) Hwang Jinsoo, K.-W. L. (2018). The antecedents and consequences of golf tournament spectators’. Journal of Destination Marketing & ManagementVolume 9September 2018P, 1-11.
25) Iglesias Oriol, S. M. (2019). How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy. Journal of Business Research, 96 (1), 343-354.
26) JF Hair Jr, G. H. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). Los Angeles : Sage publication.inc.
27) Julian Hofmann, O. S. (2019). Talent or popularity: What drives market value and brand image for human. Journal of Business Research, https://doi.org/10.1016/j.jbusres.2019.03.045.
28) Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. The Journal of Marketing, 57(1), 1-22.
29) Kim, J. T. (2015). Measures of perceived sustainability. Journal of Global Scholars of Marketing Science, 25(2), 182–193.
30) Long-Tolbert, S. &. (2012). In good and bad times : The interpersonal nature of brand love in sevice relationship. , 26 (6),. Journal of Service Marketing, 391-402.
31) Long-Tolbert, S. J. (2012). In good and bad times: The interpersonal nature of brand love in service relationships. Journal of Services Marketing, 26(6),, 391-402.
32) Michaelidou, N. M. (2015). Consumers' intention to donate to two children’s charity brands: a comparison of Barnardo’s and BBC Children in Need. Journal of Product & Brand Management, 24(2).http://dx.doi.org/10.1108/JPBM-04-2014-0573.
33) Michel, G. &. (2012). Nonprofit brand image and typicality influences on charitable giving. Journal of Business Research, 65(5),, 701-707.
34) Michel, G. (2012). Nonprofit brand image and typicality influences on charitable giving. Journal of Business Research, 65 (5), 710-707.
35) Nina Michaelidou, M. M. (2015 ). An evaluation of nonprofit brand image: Towards a better conceptualization. Journal of Business Research, 68/8, 1657-1666.
36) Oliver, R. (1997). Satisfaction: A Behavioral Perspective on the Consumer. Boston, MA: McGraw-Hill.
37) Paivio, A. (1971). Imagery and verbal processes. New York, NY: Holt, Rinehart & Winston.
38) Pantea Foroudi, Q. Y. (2019). Enhancing university brand image and reputation through customer value co-creation behaviour. Technological Forecasting and Social Change, 138 (1) , 218-227.
39) Pine, B. J. (1999). The experience economy: Work is theatre & every. Boston, MA: Harvard Business School Press.
40) Pomering, A. (2017). Marketing for sustainability: Extending the conceptualisation of the marketing mix to drive value for individuals and society at large. Australasian Marketing Journal .
41) Romaniuk, J. &.-T. (2013). Behavioral brand loyalty and consumer brand associations. Journal of Business Research, 66(1), 67–72.
42) Sargeant A, F. J. (2008). Charity brand personality: the relationship with giving behavior. non-profit voluntary sector Quarter, 37(3) , 468-491.
43) Sargeant, A. F. (2008). Charity brand personality: The relationship with giving behavior. Nonprofit and Voluntary Sector Quarterly, 37(3), 468–491.
44) Schmitt, B. (2012). The consumer psychology of brands. Journal of Consumer Psychology, 22(1), 7-17.
45) sekaran, U. &. (2016). Research method for business: a skill building approach. Canada, US: John Wiley & Sons, Inc.
46) Stride, H. &. (2007). No logo? No way. Branding in the non-profit sector. Journal of Marketing Management, 23(1–2), 107-122.
47) Sun Yang, T. C. (2018). Case-based models of customer-perceived sustainable marketing and itseffect on perceived customer equity. Journal of Business Research, https://doi.org/10.1016/j.jbusres.2018.09.007.
48) Sun, Y. &. (2016). Influence of sustainable marketing activities on customer equity. Journal of Global Scholars or Marketing Science, 26(3),, 270-283.
49) Sun, Y. G. (2016). Do Confucian principles enhance sustainable marketing and customer equity. Journal of Business Research, 69, 3772–3779.
50) Taifel, H. (1978). “Interindividual behavior and intergroup behavior”,Differentation Between Groups: Studies in the Social Psychology of Intergroup Relations. London,: Academic Press,.
51) Thimothy, S. (2016, october 31). Why Brand Image Matters More Than You Think. Retrieved from forbesagencycouncil: https://www.forbes.com
52) Wang Yao-Chin, B. R.-E. (2019). Employee brand love and love behaviors: Perspectives of social exchange and rational choice. International Journal of Hospitality ManagementVolume 77January 2019, 458-467.
53) Xu, J. &. (2010). A conceptual framework of hotel experience and customerbased brand equity: Some research questions and implications. International Journal of Contemporary Hospitality Management, 22 (2), 174-193.
54) Zimund, W. .. (2013). The business research method. Canada, US: cengage learning