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系統識別號 U0026-3101201519310800
論文名稱(中文) 員工品牌承諾及其對創意表現與公民行為的影響:檢視配適度與品牌領導的交互作用
論文名稱(英文) Employees’ Own Commitment and its Implication for Creative and Citizenship Performance: Examining the Interplay between Fit and Leadership
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) 廖盈晴
研究生(英文) Ying-Ching Liao
學號 RA7004094
學位類別 碩士
語文別 英文
論文頁數 71頁
口試委員 口試委員-鄭至甫
口試委員-陳浩政
指導教授-林豪傑
中文關鍵字 品牌承諾  品牌導向的領導  價值配適  個人與組織的配適度  個人與主管的配適度  員工創意力  品牌公民行為 
英文關鍵字 Brand commitment  Brand-focused leadership  Value congruence  Person-organization fit (P-O fit)  Person-supervisor fit (P-S fit)  Employee creativity  Brand citizenship behavior 
學科別分類
中文摘要 員工是企業發展的核心基礎,亦可是企業拓展品牌事業的競爭優勢。本篇論文從企業內部角度討論品牌議題,以員工的品牌承諾為中介變數,探究員工與組織以及員工與主管間的個別配適程度,是否可以提高員工在工作上的創意及是否可以促進員工對品牌在非工作範疇內的主動投入; 再者,本篇論文以品牌導向的領導為干擾變數,探究員工與組織及員工與主管的配適度是否會因直屬主管對於品牌的關注程度,而對員工的品牌承諾造成影響。
此研究模型利用結構方程式與層次廻歸分析進行量化研究,結果顯示員工與組織及員工與主管間的配適度確實可正向激發員工之品牌承諾,且品牌導向的領導對員工與組織和主管間的個別配適度對於員工的品牌承諾間的關係具有正向關係;然而,雖然品牌承諾能夠提升員工創意,研究卻顯示它無法在員工-組織與員工-主管的配適,以及員工創意與員工的品牌公民行為間,扮演中介角色。
本研究透過價值配適度與品牌導向的領導提供企業內部品牌發展的方向,也期待未來研究者得以填補該研究的不足,延續探究品牌承諾的中介效果,為發展品牌的企業們提供更加完整的品牌策略建議。
英文摘要 Employees are the core foundation of enterprise development and they play an important role as the source of competitive advantage in expanding branding business. This study employs the internal branding perspective to examine the mediating role of brand commitment in the relationships between the person-organization fit (P-O fit) and person-supervisor fit (P-S fit) and employees’ creativity and their brand citizenship behavior (BCB). The moderating effects of brand-focused leadership on the relationships between P-O fit and P-S fit and brand commitment are explored as well.
The study selected those Taiwanese firms who are devoting to building or expanding their branding business as the research sample by using the pair-wise (supervisor-subordinates) approach. The structure equation modeling approach and hierarchical regression analyses were employed for the statistical analysis. The research result shows that P-O fit and P-S fit have positive influence on brand commitment and the brand-focused leadership negatively moderate the relationships between the two fits and brand commitment. Brand commitment is also positively related with employee creativity. Nonetheless, the mediating role of brand commitment is not supported.
Through this study, the fit concepts and brand-focused leadership are proven to have implications for internal brand development. It’s expected that future researchers could fill the weakness of this study and continues to explore the mediating effect of brand commitment in brand management. Then, it will be able to provide a more comprehensive direction in building brand’s competitive advantages by internal branding and via the possibilities of employees.
論文目次 摘要 I
ABSTRACT II
ACKNOWLEDGEMENTS IV
TABLE OF CONTENTS V
LIST OF TABLES VIII
LIST OF FIGURES IX
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivations. 1
1.2 Research Objectives and Expected Contribution. 4
1.3 Research Procedures and Research Structure. 6
CHAPTER TWO LITERATURE REVIEW 9
2.1 Theoretical Background. 9
2.1.1 The Perspective of Value Congruence. 9
2.1.2 Internal Branding. 11
2.2 Definition of Relevant Research Variables. 11
2.2.1 Person-organization Fit. 12
2.2.2 Person-supervisor Fit. 13
2.2.3 Brand Commitment. 14
2.2.4 Employee’s Creativity. 16
2.2.5 Brand Citizenship Behavior. 17
2.2.6 Brand-Focused Leadership. 19
2.3 Development of Research Hypotheses. 21
2.3.1 P-O Fit as a Predictor to Examine the Effect on Brand Commitment, Employee’s Creativity and Brand Citizenship Behavior. 21
2.3.2 P-S Fit as a Predictor to Examine the Effect on Brand Commitment, Employee’s Creativity and Brand Citizenship Behavior. 21
2.3.3 The Relationship between Brand Commitment, Employee’s Creativity and Brand Citizenship Behavior. 22
2.3.4 Brand Commitment as the Mediator. 22
2.3.5 Brand-focused Leadership as a Moderator. 23
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 25
3.1 Conceptual Model. 25
3.2 Summary of Hypotheses. 25
3.3 Samples and Data Collection. 26
3.4 Construct Measurement and Definition of Variables. 26
3.4.1 P-O Fit. 26
3.4.2 P-S Fit. 27
3.4.3 Brand Commitment. 28
3.4.4 Employee’s Creativity (Rated by Supervisor). 29
3.4.5 Brand Citizenship Behavior (rated by Supervisor). 29
3.4.6 Brand-focused Leadership. 30
3.4.7 Control Variables. 31
3.5 Statistical Analysis. 31
3.5.1 Descriptive Statistics. 31
3.5.2 Reliability Test (Cronbach’s Alpha). 32
3.5.3 Pearson Correlation Analysis. 32
3.5.4 Confirmatory Factor Analysis (CFA). 33
3.5.5 Hierarchical Multiple Regression. 33
3.5.6 Common Method Variance. 33
CHAPTER FOUR RESEARCH RESULTS 35
4.1 Descriptive Analysis. 35
4.1.1. Characteristics of the Respondents. 35
4.2 Confirmatory Factor Analysis. 40
4.3 Reliability and Validity Test. 44
4.4 Pearson Correlation Analysis. 46
4.5 Hierarchical Multiple Regression. 48
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 53
5.1 Discussion. 53
5.1.1 Theoretical Implications. 53
5.1.2 Managerial Implications. 54
5.2 Limitation and Future Research Suggestions. 55
REFERENCES 57
APPENDICES 62
Appendix 1: Questionnaire Instruction to Supervisor in English 62
Appendix 2: Questionnaire for Supervisor in English 63
Appendix 3: Questionnaire for Employee in English 65
Appendix 4: Questionnaire Instruction to Supervisor in Chinese 67
Appendix 5: Questionnaire for Supervisor in Chinese 68
Appendix 6: Questionnaire for Employee in Chinese 70
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