Article Per Year (5 Year)
p-Index From 2021 - 2026
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This Author published in this journals
All Journal Priviet Social Sciences Journal Profixa: International Journal of Economic and Business Research
Randika Shafly Fawwaz
Institut Karya Mulia Bangsa
Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

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Analysis of rebranding strategies in companies experiencing crisis Anindya Putri Utami; Eva Fachria; Reni Nur Arifah; Putri Aryo Jelang FK; Yetty Yuliany Kusumaningrum; Randika Shafly Fawwaz
Priviet Social Sciences Journal Vol. 6 No. 2 (2026): February 2026
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v6i2.1328

Abstract

This study aims to analyze the impact of rebranding strategies on brand image and company performance in organizations facing crises. In a dynamic and competitive business environment, rebranding is understood as a strategic transformation process that goes beyond changes in logos or brand names and encompasses the renewal of the company’s vision, mission, values, and brand communication. This study employs a quantitative approach using a survey method targeting consumers aware of the company’s rebranding process after the crisis. The sampling technique used is purposive sampling, with data collected through a Likert-scale questionnaire. The results indicate that rebranding strategies positively and significantly affect company performance. Brand image plays a dominant role in strengthening positive consumer perceptions and enhancing loyalty and trust in the company. The findings also suggest that consistent, honest, and transparent brand communication is a key factor in the success of rebranding initiatives in the hospitality industry. Holistic rebranding accompanied by internal reforms can restore corporate reputation and improve business performance in the post-crisis period. This study contributes theoretically to the development of marketing management literature and serves as a practical reference for companies in designing effective rebranding strategies for image recovery and performance enhancement.
Green Human Capital as a Preventive Factor of Climate Anxiety in the Workplace: A Phenomenological Study Among Generation Z Employees Randika Shafly Fawwaz; Eva Fachria; Reni Nur Arifah
International Journal of Economic and Business Research Vol. 1 No. 2 (2026): : April: Profixa: International Journal of Economic and Business Research
Publisher : CV SCRIPTA INTELEKTUAL MANDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65310/6vybds06

Abstract

This study investigates the role of Green Human Capital as a preventive factor in reducing climate related psychological vulnerability among Generation Z employees within contemporary workplace environments. The research applies a qualitative phenomenological design to explore how employees interpret environmental uncertainty, sustainability practices, and organizational responsibility through lived workplace experiences. Twelve participants from technology, manufacturing, and service industries were selected using purposive sampling, while data were collected through semi structured in depth interviews and analyzed using phenomenological thematic analysis. The findings reveal that climate related psychological discomfort emerges alongside increasing environmental awareness and perceived organizational responsibility toward sustainability issues. Green Human Capital contributes to emotional adaptation by strengthening environmental understanding, psychological preparedness, resilience, and constructive meaning formation regarding ecological uncertainty. Organizational sustainability culture further reinforces emotional well being through institutional trust, supportive leadership, transparent sustainability communication, and collective environmental engagement. The study demonstrates that sustainability oriented organizational environments function as emotional ecosystems that strengthen employee security, workplace attachment, and psychological resilience. These findings extend Green Human Capital literature by emphasizing its psychological and organizational significance beyond environmental performance and sustainability management.
Co-Authors Anindya Putri Utami Eva Fachria Putri Aryo Jelang FK Reni Nur Arifah Yetty Yuliany Kusumaningrum