Optimization of Corporate Branding Strategy in Higher Education as the Marketing Sustainability: Study at Universitas Pembangunan Nasional (UPN) "Veteran" Jawa Timur
Journal Title: Journal of Economics and Business - Year 2019, Vol 2, Issue 3
Abstract
The rise of the phenomenon of state institutions which are required to become independent both financially and management are forced to be competitive with each other, both from domestic and foreign private institutions. It's forcing the institution to improve the competitiveness both in terms of services and achievements to hold its existence in the current of global markets. UPN "Veteran" Jawa Timur is one of the new state institutions, which is expected to be independent in both, financial and management, and they use the brand "bela Negara" as the corporate branding strategy. As a higher education institution have to improve tri dharma services. Corporate branding is a strategy to increase the market value of an organization. The three stages in corporate branding strategy are the goal (vision), culture, and externalization. This research focuses on identifying the vision of how awareness among users. Two independent variables, namely brand association and brand reputation, are taken from the theory of corporate branding strategy. While the brand image variable as a moderator and brand awareness as an independent variable. Samples were taken from 411 UPNVJT students by purposive random sampling. The questionnaire as the instrument research which uses a Likert scale. All item and variable indicators are tested both reflective and formative with the SmartPLS 3 software. From the results of the outer and inner model, it is found that the brand image as a moderator has the most influence on brand awareness. Overall, it shows that it supports the existing hypothesis, and the variable which has the smallest influence on brand awareness is the brand association.
Authors and Affiliations
Siti Ning Farida, Nurul Azizah
Keywords
Related Articles
- EP ID EP646522
- DOI 10.31014/aior.1992.02.03.138
- Views 97
- Downloads 0
Financial Contagion and Its Impact on the Nigerian Stock Market
The integration between markets is becoming tighter due to increased international financial transactions among countries. Following the emergence of globalization and integration of market, researchers have observed tha...
Role of Audit Committee in Tax Avoidance of Family and Non-Family Firms: Evidence from Indonesia
Companies often use tax avoidance and cost of debt substitutionally to achieve the desired marginal tax rate, without attracting the attention of the Tax Department of the State. We examine the role of the audit committe...
The Role of Business Environment on the Establishment of Small and Medium Scale Enterprises in Taraba State
The research study examines the role of business environment on the establishment of small and medium scale enterprises in Taraba State. To achieve that the following research objectives were formulated; (i) to determine...
Designing and Deploying an E-Business Model for Small and Medium-Sized Enterprises in Saudi Arabia
This work was carried out to deploy e-business and e-commerce through small and medium-sized enterprises (SMEs) in Saudi Arabia. To that end, a study on market behaviour was conducted, and a model was developed to transf...
What Drives Inclusive Growth? Evidence from Georgia
Inclusive growth is the current debate in development economics because it is seen as central to sustainable economic growth and development. Georgia is one country where growth seems to have been inclusive among the eme...