The purpose of this research is to find out how the Bogor Regency branding campaign (city branding) "Bogor Sport and Tourism" can shape brand image as a sports tourism destination through activity "Creative Video Singing Competition" about tourist destinations in Regency. This one efforts build its terms communication with city stakeholders branding). stimulus-response theory was used title-rel...

As the field of employee branding has begun to unfold, more and more executives have become interested in how this process can help them achieve a competitive advantage for their organizations. This article explains how employee branding works and how it can be utilized to position the organization in the minds of customers, employees, and other stakeholders. A contextual analysis of its use as...

Penelitian ini bertujuan untuk mengetahui pengaruh city branding dan image terhadap identity keputusan kunjungan wisatawan ke kota Jakarta. Pendekatan penelitian yang digunakan adalah deskriptif analisis dengan pendekatan kuantitatif program Smart PLS. Populasi dalam berkunjung Jakarta, jumlah sampel 200 responden, menggunakan skala likert. Hasil penelitian, berpengaruh signifikan identity, sed...

Purpose: The aim of this paper is to understand the internal branding process from the employees’ perspective; it will empirically assess the relationship between internal branding and employees’ delivery of the brand promise as well as the relationships among their brand identification, brand commitment, and brand loyalty. Design/methodology/approach: On a census basis, a quantitative survey w...

Kota Ambon merupakan salah satu kota yang disahkan oleh UNESCO untuk menjadi kreatif dunia berbasis musik, karakteristik dimilik masyarakat pada bagian musik ciri khas unggul pembeda dengan kota-kota lain. Kegiatan city branding saat ini sesuatu perlu dilakukan dan diterapkan setiap agar tersebut mampu bersaing daya tariknya sendiri. Hal tentu peluang pemerintah pakai bisa mengenalkan mempertah...

For sponsors, the essence of commercial sponsorship is the right of being associated with the sponsored organisation, which can later be leveraged for branding purposes. The branding power of sponsorship relies on its associative power, and consumers learn sponsorship in two qualitatively distinctive ways: evaluative conditioning and predictive learning. These two processes can lead to differen...

Co-branding is a widely known phenomenon, studied in research literature and substantially applied in business practice. However, exploration of this branding strategy in business-tobusiness is still unsystematic and fragmentary. Current study is focused on potential drivers of co-branding’s impact on business-to-business relationships and the situations, when cobranding strategies can create b...