Research Article
Brand Trust Through Green Internal Marketing : A Literature Review And Its Implications For Higher Education Indonesia-Malaysia
@INPROCEEDINGS{10.4108/eai.4-9-2024.2353920, author={Vitratin Vitratin and Satria Bangsawan and Dorothy Rouly Haratua Pandjaitan}, title={Brand Trust Through Green Internal Marketing : A Literature Review And Its Implications For Higher Education Indonesia-Malaysia}, proceedings={Proceedings of the 7th International Conference of Economics, Business, and Entrepreneurship, ICEBE 2024, 4-5 September 2024, Shah Alam, Selangor, Malaysia}, publisher={EAI}, proceedings_a={ICEBE}, year={2024}, month={12}, keywords={green internal marketing brand building higher education institutions indonesia malaysia and systematic review}, doi={10.4108/eai.4-9-2024.2353920} }- Vitratin Vitratin
Satria Bangsawan
Dorothy Rouly Haratua Pandjaitan
Year: 2024
Brand Trust Through Green Internal Marketing : A Literature Review And Its Implications For Higher Education Indonesia-Malaysia
ICEBE
EAI
DOI: 10.4108/eai.4-9-2024.2353920
Abstract
This article analyzes recent research on the role of green internal marketing in brand development within higher education institutions, with a particular focus on indonesia and malaysia. This research used a systematic literature review to identify effective green internal marketing practices and their effects on institutional brand image and competitiveness. The findings indicate that implementing green internal marketing strategies can increase environmental awareness among staff and students, enhance a sustainable brand identity, and improve the institution's reputation. The study also examines specific challenges and opportunities in applying this concept to the higher education sector in indonesia and malaysia. The research framework can benefit from empirical research to develop a deeper understanding of these practices. Practical and theoretical implications are provided to help policymakers and higher education managers adopt green internal marketing approaches to build strong and sustainable brands.
