The Role of Consequential Values, Productivity is integrated with Brand Image, Innovative Behavior and Ethical Attitudes

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Mohammad Zainul, Muhammad Harlie


Change consumers' perception of the value of the consequences of a company in the form of services or goods, be the attention of modern management which is now experiencing a shock and an uncertain situation. The attribute value of a product will determine & become the main concern for consumers who will make them satisfied or not with productivity and will lead to the brand image of a business. Thus, a company must increase the values of quality offered which are higher than competitors which will affect the level of loyalty and brand image. However, its implementation is not as easy as its implementation, when the business situation is in trouble and the global level competition situation and old habit patterns of an organization can be changed. This shows that most organizations internally respond to marketing theory which results in consumers being loyal, loyal to the coveted brand image that is still far from what is desired. This study aims to examine how variables such as employee ethical attitudes and organizational behavior affect the value of consequences, productivity and implications for the brand image of a company located in a developing country. The findings from the analysis of the Amos and SPSS 25 structural equation models that were tested on end users consisting of 220 (two hundred and twenty) selected consumers in Eastern Indonesia proved that the application of business theory in organizational behavior, attitudes, employee ethics has an influence on the value of consequences & work productivity and its implications for brand image. This research underlies attention to the ethical behavior and attitudes of an employee that increases work performance and productivity that is attractive to consumers, perceived performance is equal to or greater than expected which is considered valuable and can provide consumer loyalty and ultimately provide a brand image for the company. This research adds new insights to the existing literature and provides implications for research and practice on the formation of consumer loyalty and loyalty and brand image in the future.

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