Brand Image Laverage in Gaining Sustainability Marketing: Brand Experience as the Moderator (Study on the “State Defense” Brand in the National Development University (Upn) “Veteran” East Java)

Abstract

Brand image is the essence of a product or organization promotion activity, which is always interesting to research. It doesn’t stop to the expectation that a brand image will be able to drive the sustainable marketing of an organization. State Defence is a brand of the National Development University “Veteran” East Java (UPNVJT) and becomes a unique identity, and needs to be explored to improve the role. The theoretical basis used in this research includes some antecedent variables including: brand experience, brand love and brand trust, and perceived usefullness to analyze brand image and sustainability marketing. Data collection was carried out by distributing questionnaire to all UPNvjt alumni and then 144 respondents were collected, the collected data is examined using smartPLS. The result of the hypothesis test shows that the brand image gives high influence toward the sustainability marketing, whereas brand image was strongly influenced by brand love and brand trust, and perceived usefullness.