Employee Perception of Brand Value in the Jewelry Industry

Selvy Priskila, Gede Sri Darma

Abstract


This study aims to discuss the brand value proposed by John Hardy and, as jewelry
retail, it can be seen from each of these brand values. This study uses a qualitative
method with the interview technique or open questionnaire for gaining all employees
in the sales department of John Hardy, Indonesia. The data were collected and
analyzed by first reducing and presenting the data and finally concluding.
Triangulation was also done to get the trustworthiness (data validity) so that it is
expected to provide valid data for research. It shows that community, artisanship, and sustainability are much linked to the brand, and it is also tied together as well as being implemented. For that reason, John Hardy is required to know how to deliver the information correctly to the customer, mention the company's history, the value, and DNA (deoxyribonu-cleic acid) as the individual blueprint of every living thing, which makes it unique in the company.


Keywords


luxury brand;internal branding; jewerly

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DOI: http://dx.doi.org/10.14414/jebav.v23i2.2281

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