Internal Marketing: Membangun Merek Perusahaan dengan Employee Branding Bukan Employer Branding
Keywords:
internal marketing, branding, employer branding, employee brandingAbstract
This article is a literature review that discusses the importance of building brand for the survival of company through internal marketing. Internal marketing is a method of building the image of company through employee branding that encourages employees identifies himself with brand, or a psychological connection between employees and the company's brand where employees internalize the desired brand image and motivated to project the image to the customer and constituent organizations.
References
Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356.
Ainspan, N., & Dell, D. (2001). Engaging employees through your brand. The Conference Board of Canada (s. 34 ). Canada: The Conference Board, Inc.
Alvesson, M., & Willmott, H. (2002). Identity regulation as organizational control. The Journal of Management Studies, 39(5): 619-644.
Ambler, T., & Barrow, S. (1996). The employer brand. Journal of Brand Management, 185–206.
Ballantyne, D. (2000). The strengths and weaknesses of internal marketing, in Varey, R. J. and Lewis, B. R. (ed.). Internal Marketing: Directions for Management, London: Routledge, 43-60.
Brenneman, G. (1998). Right away and all at once: How we saved continental. Harvard Business Review, 76(5), 162−174.
Edwards, M. R. (2005). Employee and employer branding: HR or PR?, in Bach, S. (ed) Managing Human Resources, Personnel in Transition. Oxford: Blackwell, 266-286.
Edwards, M. R. (2010). An integrative review of employer branding and OB theory. Personnel Review, 39(1), 5-23.
Frost, F. A. & Kumar, M. (2000). INTSERVQUAL -- An internal adaptation of the gap model and a large service organization. Journal of Services Marketing, 14, 358-337.
Gardner, B. B., & Levy, S. J. (1955). The product and the brand. Harvard Business Review, 33(2), 33-39.
Gronroos, C. (1983). Strategic management and marketing in the service sector. Boston: Marketing Science Institute.
Gronross, C. (1990). Service management and marketing. Lexington: Lexington Books.
Gronroos, C. (1994). From marketing mix to relationship marketing: towards a paradigm shift in marketing. Management Decision, 32(2), 4-20.
Gummesson, E. (1987). Using internal marketing to create a new culture: The case of Ericsson quality. Journal of Business and Industrial Marketing, 2, 23-28
Harding, S. (2003). Employer branding likenesses and differences between external and internal employer brand image. Master’s Thesis, Lulua University of Tecnology, MSc Programmes in Engineering, Department of Business Administration and Social Science Division of Industrial Marketing and EF Commerce.
Johnson, E. M., & Seymour, D. T. (1985). The impact of cross-selling on the service encounter in retail banking. In Czepiel, J. A., Soloman, M. R., and Suprenant, C. F. eds. The service encounter: managing employee/customer interaction in service businesses. Lexington, MA: D.C. Health.
Kotler, P. (2003). Marketing management. Upper Saddle River: Pearson Education.
Lievens, F., & Highhouse, S. (2003). The relation of instrumental and symbolic attrbites to a company's attractiveness as an employer. Personnel Psychology, INC, ss. 75-103.
Martin, G., & Beaumont, P. (2003). Branding and people management. London: CIPD Research Report, CIPD.
Miles, S. J. & Mangold, W. G. (2004). A conceptualization of the employee branding process. Journal of Relationship Marketing, 3 (2/3): 65-87.
Mohr-Jackson, I. (1991). Broadening the marketing orientation; An added focus on internal customers. Human Resource Management, 30 (4), 455-467.
Nigel Wright Recruitment. (2008). Employer branding survey. London: Nigel Wright Recruitment.
Park, C. W., Jun, S. Y., & Shocker, A. D. (1996). Composite branding alliances: An investigation of extension and feedback effects. Journal of Marketing Research, 33 (4), 453-66.
Rousseau, D. M. (1995). Psychological contracts in organizations. Understanding written and unwritten agreements. California, USA: Sage Publications, Inc.
Sutisna. (2002). Perilaku konsumen dan komunikasi pemasaran. Bandung: Penerbit PT Remaja Rosdakarya Bandung
Ulrich, D., & Smallwood, N. (2003). Why the bottom line isn’t. Boston, MA: Harvard Business School Press.
Ainspan, N., & Dell, D. (2001). Engaging employees through your brand. The Conference Board of Canada (s. 34 ). Canada: The Conference Board, Inc.
Alvesson, M., & Willmott, H. (2002). Identity regulation as organizational control. The Journal of Management Studies, 39(5): 619-644.
Ambler, T., & Barrow, S. (1996). The employer brand. Journal of Brand Management, 185–206.
Ballantyne, D. (2000). The strengths and weaknesses of internal marketing, in Varey, R. J. and Lewis, B. R. (ed.). Internal Marketing: Directions for Management, London: Routledge, 43-60.
Brenneman, G. (1998). Right away and all at once: How we saved continental. Harvard Business Review, 76(5), 162−174.
Edwards, M. R. (2005). Employee and employer branding: HR or PR?, in Bach, S. (ed) Managing Human Resources, Personnel in Transition. Oxford: Blackwell, 266-286.
Edwards, M. R. (2010). An integrative review of employer branding and OB theory. Personnel Review, 39(1), 5-23.
Frost, F. A. & Kumar, M. (2000). INTSERVQUAL -- An internal adaptation of the gap model and a large service organization. Journal of Services Marketing, 14, 358-337.
Gardner, B. B., & Levy, S. J. (1955). The product and the brand. Harvard Business Review, 33(2), 33-39.
Gronroos, C. (1983). Strategic management and marketing in the service sector. Boston: Marketing Science Institute.
Gronross, C. (1990). Service management and marketing. Lexington: Lexington Books.
Gronroos, C. (1994). From marketing mix to relationship marketing: towards a paradigm shift in marketing. Management Decision, 32(2), 4-20.
Gummesson, E. (1987). Using internal marketing to create a new culture: The case of Ericsson quality. Journal of Business and Industrial Marketing, 2, 23-28
Harding, S. (2003). Employer branding likenesses and differences between external and internal employer brand image. Master’s Thesis, Lulua University of Tecnology, MSc Programmes in Engineering, Department of Business Administration and Social Science Division of Industrial Marketing and EF Commerce.
Johnson, E. M., & Seymour, D. T. (1985). The impact of cross-selling on the service encounter in retail banking. In Czepiel, J. A., Soloman, M. R., and Suprenant, C. F. eds. The service encounter: managing employee/customer interaction in service businesses. Lexington, MA: D.C. Health.
Kotler, P. (2003). Marketing management. Upper Saddle River: Pearson Education.
Lievens, F., & Highhouse, S. (2003). The relation of instrumental and symbolic attrbites to a company's attractiveness as an employer. Personnel Psychology, INC, ss. 75-103.
Martin, G., & Beaumont, P. (2003). Branding and people management. London: CIPD Research Report, CIPD.
Miles, S. J. & Mangold, W. G. (2004). A conceptualization of the employee branding process. Journal of Relationship Marketing, 3 (2/3): 65-87.
Mohr-Jackson, I. (1991). Broadening the marketing orientation; An added focus on internal customers. Human Resource Management, 30 (4), 455-467.
Nigel Wright Recruitment. (2008). Employer branding survey. London: Nigel Wright Recruitment.
Park, C. W., Jun, S. Y., & Shocker, A. D. (1996). Composite branding alliances: An investigation of extension and feedback effects. Journal of Marketing Research, 33 (4), 453-66.
Rousseau, D. M. (1995). Psychological contracts in organizations. Understanding written and unwritten agreements. California, USA: Sage Publications, Inc.
Sutisna. (2002). Perilaku konsumen dan komunikasi pemasaran. Bandung: Penerbit PT Remaja Rosdakarya Bandung
Ulrich, D., & Smallwood, N. (2003). Why the bottom line isn’t. Boston, MA: Harvard Business School Press.
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Published
2015-09-01
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Articles in JBIMA (Jurnal Bisnis dan Manajemen) Vol. 3 No. 2
