Branding Employee Behavior, Corporate Brand Personality, Strategic Leadership, and Cultural Organizational Values to Develop Brand Sustainable Value in the Indonesian Banking Industry

The strategic role of branding in corporate competitive advantage is already proven, especially in service industry. In contact with many consumers, employee has the central function to deliver good quality of service. This marketing terms is known by the Employee-Based Brand Equity (EBBE). The research model was design to analyze not only focus on the internal brand building behavior process management, but also conducted to the other facets on brand citizenship behavior and behavioral branding for organizational competitive advantages. The source of data interviewed via a field survey of 330 employees that work in bank as service organizations, sourced from a market research Bank Indonesia data base list. A serial analysis methods of SEM, was conducted to several model test, and also used LISRELL software for good statistically validation test. Good result test was found for 27 of the hypothesis relationships confirmed validation for the proposed model.