Relationship Brand Orientation and Internal Brand Equity at Internet Service Providers: An Organization Change Readiness Effect

Abstract

The midst competition makes a brand all together with its offering products and services is becoming a crucial element for company existence. This requires direct involvement from internal organizational to develop effective strategic branding. According to Asosiasi Penyelenggara Internet Indonesia (APJII), Indonesia's internet penetration is among the highest in Asia. The purpose of this research is to improve the strategic role of brand orientation within Internet Service Provider (ISP) for maximizing return on the company's financial and non-financial benefits by proposing organization change readiness variable. The data collection is taken using an online survey with a non-parametric sampling method and collected 68 qualified respondents for data analysis using SEM-PLS (Structural Equation Modeling with Partial Least Square). The result indicates partial hypotheses on the constructed model between variables brand orientation, brand commitment, and internal brand equity is acceptable. Another finding is stated hypotheses on organization change readiness as moderation is not accepted and means there is no significance to the constructed model. The main conclusion resumes associative human memory can shape up organization change readiness inside internal toward then brand. Relevant cues generate information received in the human brain then will create common associative and becoming social identity on internal brand equity.

The Effect of Users’ Motivations and Interactivity on Online Word of Mouth

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The Role of Antecedents Brand Equity on Customer Loyalty in Freight Forwarding Service Companies (Courier)

“…From Figure 1 the top 5 courier service companies that received brand awards look competitive and fluctuating, indicating that branding issues at courier companies need attention, so that they remain of high value in the eyes of customers. And according to (Tobing et al, 2020) this brand status is taken seriously by companies as a long-term financial resource. ( Kotler & Pfoertsch, 2006) brand are a matter of making promises of quality, originality and performance to customers.…”

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