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Vol 41 No 3 (2026): September

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Submitted
Aug 8, 2024
Accepted
Apr 16, 2026
Published
Sep 28, 2026
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Can Employees Love Their Company Brand: The Role of Internal Branding, Brand Identification, and Brand Citizenship Behavior

https://doi.org/10.22146/jieb.v41i3.15611
Iyus Wiadi
Management, Economics and Business, Universitas Paramadina, Jakarta, 12790, Indonesia
Iin Mayasari
Management, Economics and Business, Universitas Paramadina, Jakarta, 12790, Indonesia
Agung Surya Dwianto
Management, Economics and Business, Universitas Paramadina, Jakarta, 12790, Indonesia
Handrix Chris Haryanto
Psychology, Universitas Paramadina, Jakarta, 12790, Indonesia

Journal of Indonesian Economy and Business, Vol 41 No 3 (2026): September

Abstract

Introduction/Main Objectives: This study aims to analyze the impact of internal branding on brand identification, investigate how brand identification affects employee brand love and brand citizenship behavior, and examine how employee brand love, in turn, influences brand citizenship behavior. Background Problems: By examining how internal branding and brand identification affect employee brand love and citizenship behavior, companies can better understand how to develop a workforce that is dedicated to the brand's success and highly talented. It highlights the vital connection between brand performance and internal culture. Novelty: Internal branding, brand identification, employee brand love, and its effects on brand citizenship behavior are the main topics of this study. In this study, two distinct components have never been examined before. To understand how employees might promote long-term performance, brand love, and citizenship behavior are examined simultaneously. Every day, workers fulfill their tasks to support the overall functioning of the business. On the other hand, employees benefit the firm by being ready to love the organization's brand as part of the business portfolio. Employees who utilize and love the brand will have consumers' trust. Research Methods: This descriptive research used a survey, distributing questionnaires to employees at the company. Data were analyzed using structural equation modeling with the partial least squares method. Finding/Results: This study shows that internal branding will lead to brand identification. Companies with superior brands and the ability to turn their employees into internal consumers need to strengthen their internal branding strategy to develop their brand identity effectively. Conclusion: This research shows that all hypotheses in the research model were supported. A social exchange theory can explain the relationship between variables.

Keywords

internal branding brand identification employee brand love brand citizenship behavior
Wiadi, I., Mayasari, I., Surya Dwianto, A., & Chris Haryanto, H. (2026). Can Employees Love Their Company Brand: The Role of Internal Branding, Brand Identification, and Brand Citizenship Behavior. Journal of Indonesian Economy and Business, 41(3), 391 –. https://doi.org/10.22146/jieb.v41i3.15611
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Author Biographies

Iyus Wiadi, Management, Economics and Business, Universitas Paramadina, Jakarta, 12790, Indonesia

Iyus Wiadi is a lecturer and Researcher in the Magister Management and Doctoral Degree at Paramadina University. He has been a faculty member since 1997. I graduated with a Bachelor’s degree in Management from the Faculty of Business Management, IKOPIN, in 1989. I completed a Master's degree in Public Administration at Antwerp University in 1997, Antwerp, Belgium, and hold a Doctoral Degree in the Faculty of Economics and Business, 2006, Padjadjaran University. The courses taught are Marketing Management, Global Marketing, Branding, and Strategic Management, and the research interests are Marketing Management, branding, and consumer behavior; some research has been published in National and international journals.

Iin Mayasari, Management, Economics and Business, Universitas Paramadina, Jakarta, 12790, Indonesia

Iin Mayasari is a lecturer and researcher at the Doctoral Program in Management, Universitas Paramadina. The courses taught are Consumer Behavior, Branding,  and Marketing Management. The research theme's interest is related to social issues, branding, marketing, and consumer behavior. Some academic research in marketing and branding has been published in international journals.

Agung Surya Dwianto, Management, Economics and Business, Universitas Paramadina, Jakarta, 12790, Indonesia

Agung Surya Dwianto is a lecturer and researcher in the Management Program at Paramadina University. The courses he has taught to date include Strategic Human Resource Management, Talent Management, and Change Management in Organizational Development. His research interests to date have centered on Organizational Development and People Development.

Handrix Chris Haryanto, Psychology, Universitas Paramadina, Jakarta, 12790, Indonesia

Handrix Chris Haryanto is a lecturer and researcher in the Department of Psychology at Universitas Paramadina (UPM), Indonesia, where he has been a faculty member since 2011. He earned his Bachelor’s degree at the Faculty of Psychology, Sultan Agung Islamic University, Indonesia. He did his Master’s degree in Psychology at Gadjah Mada University, Indonesia. His research interests include sustainable consumption and environmental psychology.

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