The Effects of Corporate Identity Management, Internal Brand, and Corporate Culture on Employee Brand Support Behavior

Soetjipto, Budi Eko; Handayati, Puji; Hanurawan, Fattah; Bidin, Rosmiza; Mardiningsih,

doi:10.2991/assehr.k.210615.085

Cited by 1 publication

(1 citation statement)

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“…This motivates the halal business to create an efficient structure, such as internal communication, to assist employees in improving their marketing effectiveness. As a result, the quality and efficiency of their goods and services improve [14]. Findings of relevant studies [84] revealed that customers' perceptions of halal logistics, halal concerns, and media attention all had a favourable and significant impact on consumers' willingness to pay for halal logistics.…”

Section: Introductionmentioning

confidence: 99%

Brand Identity and Halal in Malaysia’s Food Smes: One Tale from Two Model Analyses

Razak¹,

Bidin²,

Mohamad³

et al. 2022

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Corporate identity has played a vital role in the Halal industry to create a strong foundation for its reputation in the long run. This paper used two modeling analyses for two different data. The first analysis aims to predict the relationship between Corporate Identity Management between Internal Brand and Employee Brand Support (consequence) mediated by CIM using partial-least squares-structural equation modeling (PLS-SEM). A total of 206 employees from Malaysia’s Halal food SMEs took part in the survey. The second analysis to identify topic proportions patterns using the topic modeling approach on Halal brand identity Machine learning approach of knowledge mining was applied for this analysis. Metadata of 1,091 articles were mined from the Scopus database on Halal studies across all social sciences fields. The result revealed that there was a partial relationship between Internal Brand (antecedent) and Employee Brand Support (consequence) mediated by CIM. This finding was supported by the identified topic proportions patterns from the topic modeling approach that pointed out a weak topic proportion on the Halal brand identity discussion globally, interestingly the result also found that the Halal brand identity discussion involving the Halal food industry is almost non-existed in Malaysia’s Halal food SMEs. The contributions of this paper were apparent in three major areas which are methodology, theoretical and future suggestions. The utilization of two different model analyses was able to confirm the consistency of the major findings with the literature review which opens up more possibilities for future researchers.

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Section: Introductionmentioning

confidence: 99%