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

Abstract

The purpose of this study was to analyze the influence of corporate identity management, internal brands, and corporate culture on employee brand support behavior. This study seeks to fill the gap from the findings of previous studies where the setting is mostly done in service companies and not in the production sector. Thus the results of this study will enrich the discussion about employee brand support behavior. The population in this study were employees of small, halal-oriented companies in East Java. While the sample was taken as many as 200 employees from six cities. Small and medium companies that participate in this research are in the fields of fruit chips, salted eggs, textiles. There are three hypotheses to be tested in this study. Data were analyzed with statistics to determine the relationship between the variables studied and exploratory factor analysis. The results showed that the majority of respondents were male of the Javanese race. The mean age was 34, mostly in middle and high school backgrounds. Furthermore, most of them are married, most of them work in general affairs and production with permanent employee status. The majority of respondents only get a monthly income of between IDR 1,000,000-2,000,000. Finally, around 50% of respondents have a working period of 1-3 years. The results showed that corporate identity management has a significant effect on employee's brand support behavior. Internal Brand has a significant effect on Employee Brand Support Behavior. Organizational culture has a significant effect on brand support behavior. Suggestions that can be conveyed in research include work culture and Islamic values that have been adhered to by employees also need to be maintained by company leaders. During their breaks and prayers, they should be given sufficient time, but it does not interfere with the company's productivity. Also, the leader must explain that the company where the employees work is a relatively new business operating so that the company has not been able to provide decent income to most of them. However, along with the growth of these MSMEs, employee salaries are expected to get better. The support showed by employees so far must be maintained and maintained so that they feel cared for by the leadership.