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系統識別號 U0026-0402201520084600
論文名稱(中文) 塑造員工成為品牌代言人:品牌領導與人力資源管理的角色
論文名稱(英文) Molding Employees as Brand Endorsers: The Roles of Leadership and HR Practices
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士在職專班
系所名稱(英) Institute of International Management (IIMBA--Master)(on the job class)
學年度 103
學期 1
出版年 104
研究生(中文) 楊佳穎
研究生(英文) Chia-Ying Yang
學號 RA7011067
學位類別 碩士
語文別 英文
論文頁數 67頁
口試委員 召集委員-史習安
口試委員-謝惠璟
指導教授-林豪傑
中文關鍵字 內部品牌觀點  品牌領導  品牌導向的人力資源管理實務  客戶導向  品牌公民行為  口碑溝通 
英文關鍵字 Internal branding perspective  Brand-centered leadership  Brand-focused HR practices  Customer orientation  Brand citizenship behavior  Word-of mouth communication 
學科別分類
中文摘要 雖然有很多文獻討論如何激勵員工的工作行為,但卻少有研究檢視如何激發員工做為公司的品牌代言者,因此,本文期望建立一個員工品牌鑲嵌的實證過程模式。本篇研究採用內部品牌觀點,檢視品牌領導如何影響品牌導向的人力資源管理實務,進而影響員工的品牌公民行為與口碑溝通,同時也檢視員工客戶導向的干擾效果。
本研究採用對偶(dyadic)方式蒐集B2C公司的466組主管與部屬配對資料進行統計分析,結果顯示品牌領導會正向影響品牌導向的人力資源管理實務,進而提升員工的品牌公民行為與口碑溝通,.品牌導向的人力資源管理實務也具有顯著的中介效果。然而,與預期相反,員工的客戶導向會降低品牌導向人力資源管理與口碑溝通的正向關係。本研究藉由釐清員工品牌代言的脈絡因素而對內部品牌行銷觀點有所貢獻,文中也討論了研究發現的管理意涵、研究限制,以及未來研究方向。
英文摘要 There is a great deal of literatures on motivating employees, while there is little research on considering employees as brand endorsers. The purpose of this study is to present an empirical model of employees’ branding-embedded process. In doing so, this study applies the internal marketing theory to examine the effects of brand-centered leadership on brand citizenship behavior (BCB) and word-of-mouth (WOM) communication through the mediation of brand-focused HR practices and the moderation of customer orientation.
Using a large-sized sample collected from B to C companies by a dyadic approach, analytical results show that brand-centered leadership exerts a positive effect on brand-focused HR practices, which in turn produces positive effects on BCB and WOM communication. Brand-based HR practices also plays a promising mediating role. However, contrary to our expectation, customer orientation plays a negative moderating role on the relationship between brand-based HR practices and WOM. The study contributes to the internal branding literature by identifying how contextual forces promote employees to be brand endorsers. Implications and limitations are discussed.
論文目次 ABSTRACT I
摘要 II
ACKNOWLEDGEMENTS III
TABLE OF CONTENTS IV
LIST OF TABLES VII
LIST OF FIGURES IX
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.2 Research Objective and Contributions. 2
1.3 Research Procedure. 5
CHAPTER TWO LITERATURE REVIEW 7
2.1 Theoretical Background: Internal Branding. 7
2.2 Definitions for Research Variables. 8
2.2.1 Brand-Centered Leadership. 8
2.2.2 Brand-Focused HR Practices. 9
2.2.3 Brand Citizenship Behavior. 10
2.2.4 Word-of-Mouth Communication. 11
2.2.5 Customer Orientation. 12
2.3 Hypotheses Development. 13
2.3.1 Relationship between Brand-Centered Leadership and Brand-Focused HR Practices. 13
2.3.2 Relationship between Brand-Focused HR Practices and Brand Citizenship Behavior. 13
2.3.3 Relationship between Brand-Focused HR Practices and Word-of-Mouth Communication. 14
2.3.4 Relationship between Brand-Centered Leadership, Brand-Focused HR Practice, and Brand Citizenship Behavior. 15
2.3.5 Relationship between Brand-Centered Leadership, Brand-Focused HR Practices, and Word-of-Mouth Communication. 16
2.3.6 Customer Orientation as a Moderator. 16
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 18
3.1 Conceptual Model. 18
3.2 Definitions of Variables. 19
3.3 Summary of Hypotheses. 19
3.4 Construct Measurement. 20
3.4.1 Brand-Centered Leadership. 20
3.4.2 Brand-Focused HR Practices. 21
3.4.3 Brand Citizenship Behavior. 23
3.4.4 Word-of-Mouth Communication. 24
3.4.5 Customer Orientation. 25
3.5 Statistic Analyses. 27
3.5.1 Descriptive Statistics Analysis. 27
3.5.2 Confirmatory Factor Analysis. 27
3.5.3 Reliability Analysis. 28
3.5.4 Pearson Correlation Analysis. 28
3.5.5 Multiple Regression Analysis. 28
CHAPTER FOUR RESEARCH RESULTS 30
4.1 Descriptive Analysis. 30
4.1.1 Data Collection. 30
4.1.2 Characteristic of the Respondents. 30
4.1.3 Descriptive Analysis of Questionnaire Items. 33
4.2 Confirmatory Factor Analysis (CFA). 35
4.3 Mean, Standard Deviation and Pearson Correlation. 38
4.4 Multiple Regression Analysis. 41
4.4.1 Multiple Regression Analysis for Hypothesis 1, 2 and 3. 41
4.4.2 Mediating Effects for Hypothesis H4 and 5. 43
4.4.3 Moderating Effects for Hypothesis 6. 45
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 48
5.1 Research Conclusion and Discussion. 48
5.2 Managerial Implications and Suggestions. 50
5.3 Limitations and Suggestions. 53
REFERENCES 55
APPENDICES 60
Appendix 1: The Result of CFA for Overall Model 60
Appendix 2: Chinese Questionnaires for Employee 61
Appendix 3: Chinese Questionnaires for Supervisors 65
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