WHAT DRIVES CITY BRAND ATTRACTIVENESS? AN EMPIRICAL STUDY ON SOME PROVINCES IN INDONESIA

Current study is aiming to investigate the key determinant factors of city attractiveness. Research background was triggered by, firstly, the lack of literature focused on this phenomenon. Secondly, the concern of people to live in environmentally friendly place and the local plan to complete city management in order to increase economics performance and international competitiveness by using visibilities and economics benefit globally. This research took sampling with specific target (600 respondents) from local potential talents, such as young entrepreneurship, international business, high educated persons with age range 25 until 45 years old. A ten likert scale is used to evaluate city brand which is considered as a key factor to influence city attractiveness. A structural equation modeling is deployed to analyze the city attractiveness driven. Those driven factors such as environmental outlook, responsive social service, tourism and cultural tangible, education and job opportunity, safety and health, international level and city attractiveness performance. Statistical outputs demonstrated that all hypotheses (H1 until H5) have shown significant antecedents of city attractiveness. H6 stated that international level is insignificant as a driver for city attractiveness performance.

Self-congruence theory: Factors affecting brand loyalty in fast-moving consumer goods industry

This study aims to formulate a conceptual model for analyzing several variables on customer engagement and brand loyalty, especially in the fast-moving consumer goods (FMCG) industry. The self-congruence theory used in this study will go through the value of congruity, brand attractiveness, and customer-brand identification. The study uses structural equation modeling with samples of 105 respondents. The result is value congruence has a positive effect on brand attractiveness and customer brand identification. Customer engagement has a positive impact on customer brand identification. Brand attractiveness has a positive impact on customer brand identification and brand loyalty. Also, customer brand identification has a positive effect on brand loyalty.

Development of a National Rating System to Evaluate the Brand Attraction of Sewing and Knitting Enterprises

The article proposes a mechanism for creating a national rating system aimed at including local brands in the international ranking of global brands in order to assess the brand attractiveness of sewing and knitting companies operating in Uzbekistan. It recommends the methodology of rating of national and global brands, the main segments of the analysis of national brands, the direction of development of the rating system, the rating criteria for the evaluation of local brands and the sources of their identification. The development of a national rating system for brand evaluation will lead to the formation of a healthy competitive environment for local brands, protection of consumers from substandard products, the creation of an integrated system between enterprises and consumers.

CITY BRANDING AND ITS VARIABLES: THE EVIDENCE FROM INDONESIA

This study aims to analyze city branding in tourist areas, with the variables being studied city brand attractiveness, tourism experience, city brand attitude, and city brand equity in tourism areas in Indonesia. This research method uses a quantitative approach with online surveys design, namely by taking a sample from a population and using a questionnaire to collect data. The main thing is that there is a hypothesis that will be tested for truth in this study. The survey questionnaire used is the Ministry of Education and Culture survey form. The research sample was conducted on 181 visitors to Bandung Barat, Indonesia. Structural equation modelling in this study uses a partial least square (PLS) structure. The research findings show city brand attractiveness and tourism experience on city brand equity through city brand attitude. This study produces a new model, namely, city brand attitude as a moderating variable that plays an essential role in building city brand attractiveness and tourism experience, which have the tourists primary preference. The tourist of Bandung Barat to be used as an affirmation of the identity of a vital city branding compared to other cities.

MỐI QUAN HỆ GIỮA HẤP DẪN THƯƠNG HIỆU NHÀ TUYỂN DỤNG VÀ HIỆU SUẤT CÔNG VIỆC CỦA NHÂN VIÊN: NGHIÊN CỨU CÁC DOANH NGHIỆP NGÀNH DỊCH VỤ TẠI TP.HCM

Bài viết này nghiên cứu mối quan hệ giữa hấp dẫn thương hiệu nhà tuyển dụng (Employer Brand Attractiveness - EBA) và hiệu suất công việc của nhân viên. Mẫu nghiên cứu gồm 412 nhân viên đang làm việc ở các doanh nghiệp ngành dịch vụ tại Tp.HCM, khảo sát bằng bảng câu hỏi từ tháng 8/2019 đến tháng 01/2020. Từ dữ liệu thu thập, tiến hành xử lý, phân tích Cronbach's Alpha, EFA, CFA, SEM và kiểm định các giả thuyết của mô hình. Kết quả nghiên cứu cho thấy những thành phần giá trị của EBA được đo lường bằng giá trị kinh tế, giá trị phát triển, giá trị xã hội, giá trị thích thú và giá trị ứng dụng. Kết quả cũng cho thấy các thành phần của EBA có tác động cùng chiều đến hiệu suất công việc của nhân viên. Tuy nhiên, giá trị kinh tế của EBA tác động rất thấp đến hiệu suất. EBA là một chiến lược dài hạn, với mục tiêu để quản lý nâng cao thái độ và hành vi của nhân viên, chiến lược này có thể được điều chỉnh để thúc đẩy các nỗ lực trong quá trình quản lý nguồn lực của tổ chức.

Employer brand attractiveness: the effect of demographic variables on career goals

Purpose: This research aimed to observe the differences between respondents’ characteristics based on their career goals as part of employer brand, and to identify effective employer branding. It was important since many businesses failed to attract the best talent due to limited knowledge on organizational attractiveness and employer branding strategy. Design/methodology/approach: The data were collected through self-administered questionnaire. There were 16 items used to represent career goals attributes in employer branding. The data was ordered based on the characteristics’ relative importance and assigned points accordingly (the first rank is scored the highest = 6) and analyzed using a K-related samples test and weighted-mean average computation with ANOVA tables. K-independent samples and a One-Way ANOVA test to identify the differences of career goals preferences. Findings: Results showed that there were various significant different across respondents’ characteristics such as gender, marital status, academic achievement, work experience, and economic background. The differences between each group for the most and the least important career goals can still be observed. The findings for career goals items are generally consistent with the known theories of organizational attraction. Research limitation/implications: The data were collected from business school students. It is limited in that it may not have captured the reflections of potential employees groups in Indonesia whose characteristics combinations of experience and attitudes toward employer brand differed from the sample used. Applying these research findings should be done meticulously. Practical implications: This research offered an interesting insight on the relations of employer brand's attractiveness dimensions, career goals, and individual differences. Based on this research findings, organizations may consider emphasizing on the attributes that are attractive to high-achievers or to one specific gender. Originality/value: This research contributed to identifying how respondents perceive the dimensions ranking of employer brand attractiveness and analyzing the detail characteristics attractiveness (career goals) based on demographic variables. Keywords Employer branding, career goals, gen

Celebrity endorsement in social media contexts: understanding the role of parasocial interactions and the need to belong

Purpose As celebrity endorsements have extended from traditional media to social media, the role of celebrities has been amplified and celebrities have been able to establish unprecedentedly close relationships through interacting with consumers. This study, grounded in the theory of parasocial interactions and celebrity endorsement, aims to propose a framework of antecedents and outcomes of parasocial interactions with celebrities on social media. Design/methodology/approach Using an experimental survey-based approach, this study collected 270 usable responses, and data were analyzed using partial least square structural equation modeling. Findings The study found that parasocial interactions fully mediate the relationship between social media interaction and celebrity attachment, celebrity attachment influences purchase intention directly and indirectly through both cognitive (brand credibility) and affective (brand attractiveness) elements, the need to belong moderates the relationship between social media interaction and parasocial interactions and the need to belong moderates the relationship between celebrity attachment and brand attractiveness. An exploratory analysis uncovers whether different types of social platforms may be more conducive to establishing parasocial interactions. Originality/value This study explores the mechanisms by which celebrity interactions on social media can impact the brands they endorse and the role that parasocial interactions and the need to belong play in these interactions and outcomes.