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

Full Text:

PDF

References


Bank, S., Yazar, E. E., & Sivri, U. (2020). The portfolios with strong brand value: More returns? Lower risk? Borsa Istanbul Review, 20(1), 64–79. https://doi.org/10.1016/j.bir.2019.09.001

Biedenbach, G., & Manzhynski, S. (2016). Internal branding and sustainability: investigating perceptions of employees. Journal of Product and Brand Management, 25(3), 296–306. https://doi.org/10.1108/JPBM-06-2015-0913

Fallström, N., Hermans, H., & Lindholm, T. (2018). Developing Insights on Branding in the B2B Context. Developing Insights on Branding in the B2B Context. https://doi.org/10.1108/9781787562752

Gupta, S., Gallear, D., Rudd, J., & Foroudi, P. (2020). The impact of brand value on brand competitiveness. Journal of Business Research, 112(February), 210–222. https://doi.org/10.1016/j.jbusres.2020.02.033

Gupta, S., & Kumar, V. (2013). Sustainability as corporate culture of a brand for superior performance. Journal of World Business, 48(3), 311–320. https://doi.org/10.1016/j.jwb.2012.07.015

Hoyte, C. (2019). Artisan entrepreneurship: a question of personality structure? International Journal of Entrepreneurial Behaviour and Research, 25(4), 615–632. https://doi.org/10.1108/IJEBR-02-2018-0099

Kang, D. S. (2016). Turning inside out: perceived internal branding in customer-firm relationship building. Journal of Services Marketing, 30(4), 462–475. https://doi.org/10.1108/JSM-07-2015-0229

Kapfefer, J.-N. (2017). The End of Luxury as We Knew It? Advances in Luxury Brand Management, (January 2004). https://doi.org/10.1007/978-3-319-51127-6

Leissle, K. (2017). “Artisan” as Brand: Adding Value In A Craft Chocolate Community. Food, Culture and Society, 20(1), 37–57. https://doi.org/10.1080/15528014.2016.1272201

Liu, G., Ko, W. W., & Chapleo, C. (2017). Managing employee attention and internal branding. Journal of Business Research, 79(May), 1–11. https://doi.org/10.1016/j.jbusres.2017.05.021

Löhndorf, B., & Diamantopoulos, A. (2014). Internal Branding: Social Identity and Social Exchange Perspectives on Turning Employees into Brand Champions. Journal of Service Research, 17(3), 310–325. https://doi.org/10.1177/1094670514522098

Merk, M., & Michel, G. (2019). The dark side of salesperson brand identification in the luxury sector: When brand orientation generates management issues and negative customer perception. Journal of Business Research, 102(May 2018), 339–352. https://doi.org/10.1016/j.jbusres.2019.01.037

Mira, A., Panahandeh, A. H., & Sh’abani, R. (2014). Value Creation of Luxury Brands for Consumers. International Journal of Academic Research in Business and Social Sciences, 4(2), 269–281. https://doi.org/10.6007/ijarbss/v4-i2/632

Nguyen, L. T. Van, Lu, V. N., Hill, S. R., & Conduit, J. (2019). The mediating role of brand knowledge on employees’ brand citizenship behaviour: Does organizational tenure matter? Australasian Marketing Journal, 27(3), 169–178. https://doi.org/10.1016/j.ausmj.2019.04.003

Paschen, J., Pitt, L., Kietzmann, J., Dabirian, A., & Farshid, M. (2017). The brand personalities of brand communities: An analysis of online communication. Online Information Review, 41(7), 1064–1075. https://doi.org/10.1108/OIR-08-2016-0235

Pret, T., & Cogan, A. (2019). Artisan entrepreneurship: a systematic literature review and research agenda. International Journal of Entrepreneurial Behaviour and Research, 25(4), 592–614. https://doi.org/10.1108/IJEBR-03-2018-0178

Ramadani, V., Hisrich, R. D., Dana, L. P., Palalic, R., & Panthi, L. (2019). Beekeeping as a family artisan entrepreneurship business. International Journal of Entrepreneurial Behaviour and Research, 25(4), 717–730. https://doi.org/10.1108/IJEBR-07-2017-0245

Ratten, V., Costa, C., & Bogers, M. (2019). Artisan, cultural and tourism entrepreneurship. International Journal of Entrepreneurial Behaviour and Research, 25(4), 582–591. https://doi.org/10.1108/IJEBR-05-2018-0319

Rolling, V., & Sadachar, A. (2018). Are sustainable luxury goods a paradox for millennials? Social Responsibility Journal, 14(4), 802–815. https://doi.org/10.1108/SRJ-07-2017-0120

Sahoo, S. R., & Mohanty, S. (2019). Antecedents and Dimensions of Internal Branding: An Overview. Espacios, 40(37).

Salem, F., & Iglesias, O. (2013). Article information :Mapping the domain of the fragmented field of internal branding Introduction. https://doi.org/http://dx.doi.org/10.1108/MRR-09-2015-0216

Seo, Y., & Buchanan-Oliver, M. (2015). Luxury Branding: The Industry, Trends, and Future Conceptualisations. The Eletronic Library, 34(1), 1–5.

Shaikh, S., Malik, A., Akram, M. S., & Chakrabarti, R. (2017). Do luxury brands successfully entice consumers? The role of bandwagon effect. International Marketing Review, 34(4), 498–513. https://doi.org/10.1108/IMR-09-2014-0302

Shelman, M., McLoughlin, D., & Pagell, M. (2016). Origin green: When your brand is your supply chain. Organizing for Sustainable Effectiveness, 5, 205–233. https://doi.org/10.1108/S2045-060520160000005017

Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D. In Bandung : PT. Alfabet.

Teixeira, S. J., & Ferreira, J. J. M. (2019). Entrepreneurial artisan products as regional tourism competitiveness. International Journal of Entrepreneurial Behaviour and Research, 25(4), 652–673. https://doi.org/10.1108/IJEBR-01-2018-0023

Terechshenko, M., & Radionova, V. (2011). Brand Communities A quantitative study of brand community influence on prospective and existing members. Umea School of Business, 1–75. Retrieved from http://www.acrwebsite.org/volumes/display.asp?id=8673

Tjokroaminoto, J., & Kunto, S. (2014). Analisa Pengaruh Brand Image dan Company Image Terhadap Loyalitas Retailer Studi Kasus PT Asia

Paramita Indah. Jurnal Manajemen Pemasaran, 2(1), 1–11.

Voss, K., & Mohan, M. (2016). Good times, bad times: the stock market performance of firms that own high value brands. European Journal of Marketing, 50(5–6), 670–694. https://doi.org/10.1108/EJM-12-2013-0716

Wiese, M., & Akareem, H. S. (2019). Friends with benefits: Can firms benefit from consumers’ sense of community in brand Facebook pages? European Business Review, 31(6), 947–969. https://doi.org/10.1108/EBR-04-2018-0075

Xiong, L., King, C., & Piehler, R. (2013). “That’s not my job”: Exploring the employee perspective in the development of brand ambassadors. International Journal of Hospitality Management, 35, 348–359. https://doi.org/10.1016/j.ijhm.2013.07.009




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

Refbacks

  • There are currently no refbacks.




Copyright (c) 2020 Journal of Economics, Business, & Accountancy Ventura

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Abstracting & Indexing

 

Hasil gambar untuk ccbyncsa

Copyright @ 2010 Pusat Penelitian dan Pengabdian Masyarakat Sekolah Tinggi Ilmu Ekonomi (PPPM STIE)