Optimization of Corporate Branding Strategy in Higher Education as the Marketing Sustainability: Study at Universitas Pembangunan Nasional (UPN) "Veteran" Jawa Timur

Abstract

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State defense internalization in a university: Theory of planned behavior approach

“…Therefore, UPNVJT as a state defense campus has an important role to foster the spirit of defending the country both physically and mentally [2]. Research conducted by Farida and Azizah [3] stated that the internal brand form can be started from the awareness of UPNVJT employees and lecturers to be able to become role models for students and all relevant stakeholders.…”

“…According to Azizah et al [4], [5], improving an organization's brand is very important starting from the internal side of the organization. Brand internalization, in the context of state defense at UPNVJT has not been carried out optimally because there are still several aspects that have not been based on the values of state defense explicitly [3]. The internalization process in research will focus on a practical approach, where several previous studies have stated that the approach that is in accordance with the willingness to adopt new habits is theory planned behavior (TPB).…”