政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/54286
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文笔数/总笔数 : 112878/143845 (78%)
造访人次 : 50001100      在线人数 : 433
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻
    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/54286


    请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/54286


    题名: 公司品牌管理、品牌導向人力資源管理、員工為基礎品牌權益、品牌公民行為之關係探討
    The relationships among corporate branding, brand-centered HRM, employee-based brand equity, and brand citizenship behavior
    作者: 黃麗蓉
    贡献者: 韓志翔
    黃麗蓉
    关键词: 公司品牌管理
    品牌導向人力資源管理
    員工為基礎品牌權益
    品牌公民行為
    迴歸分析
    corporate branding
    brand-centered HRM
    employee-based brand equity
    brand citizenship behavior
    regression analysis
    日期: 2010
    上传时间: 2012-10-30 10:39:10 (UTC+8)
    摘要: 本研究欲了解企業內部品牌行銷的四個重要因素：公司品牌管理、品牌導向人力資源管理、員工為基礎品牌權益、品牌公民行為之間的關係。希望以品牌服務人員的角度針對此議題進行研究。本研究以問卷調查的量化方式衡量品牌服務人員對於公司品牌管理、品牌導向人力資源管理、員工為基礎品牌權益、品牌公民行為的認知情形。之後以迴歸方法進行分析，探討上述變數之間的關係。本研究獲得下列結論：
    一、本研究確認公司品牌管理對品牌導向人力資源管理有顯著且正面的關係。故公司品牌管理必須採用品牌導向人力資源管理來塑造員工對企業品牌的認知。
    二、本研究確認品牌導向人力資源管理對員工為基礎品牌權益有顯著且正面的關係。故當企業採用品牌導向人力資源管理時，可以提昇員工為基礎品牌權益。
    三、本研究確認員工為基礎品牌權益對品牌公民行為有顯著且正面的關係。故當員工為基礎品牌權益高時，員工會成為企業品牌的擁護者與守護者，而在替顧客服務時，會主動思考品牌的利益，而無條件的展現對於品牌的正面態度與行為，即展現品牌公民行為。
    This study investigates the relationship between four critical factors of internal brand marketing, including corporate branding, brand-centered HRM, employee-based brand equity, and brand citizen behavior. This study is designed to use quantitative method to understand the cognition of four factors from brand service personnel. Then, regression analysis is used to investigate the relationship between four factors.

    This study finally draws three conclusions. First, there is a positive relationship between corporate branding and brand-centered HRM. Thus, the corporate should consider to adopt brand-centered HRM to educate employees when it decides to use corporate branding strategy. Second, there is a positive relationship between brand-centered HRM and employee-based brand equity. Thus, the corporate could enhance employee-based brand equity when it adopts brand-centered HRM. Third, there is a positive relationship between employee-based brand equity and brand citizen behavior. Thus, if employee-based brand equity is significant, brand service personnel may act positive brand citizen behavior voluntarily.
    參考文獻: 英文參考資料
    1. Abratt, R. (1989), “A new approach to the corporate image management process”, Journal of Marketing Management, Vol. 5 No. 1, pp. 63-76.

    2. Allan, S. (2004), “Internal branding blueprint”, B to B, Vol. 89(10), pp. 9.

    3. Ambler, T. and Barrow, S (1996), “The employer brand”, Journal of Brand Management, Vol. 4, pp.185-206.

    4. Aurand, T. W., Gorchels, L., and Bishop, T. R. (2005), “Human resource management’s role in internal branding: An opportunity for cross-functional brand message synergy”, Journal of Product & Brand Management, Vol. 14(3), pp.163-169.

    5. Balmer, J. M. T. (1998), “Corporate identity and the advent of corporate marketing”, Journal of Marketing Management, Vol. 4, pp. 963-996.

    6. Balmer, J. M. T. (2001), “Corporate identity, corporate branding, and corporate marketing: Seeing through the fog”, European Journal of Marketing, Vol. 35, No. 3/4, pp. 248-291.

    7. Bettencourt, L. A., Gwinner, K. P. and Meuter, M. L. (2001), “A comparison of attitude, personality, and knowledge predictors of service-oriented organizational citizenship behaviors”, Journal of Applied Psychology, Vol. 86, No. 1, pp. 29-41.

    8. Burmann, C. and Zeplin, S. (2005), “Building brand commitment: A behavioral approach to internal brand management”, The Journal of Brand Management, Vol. 12, No. 4, pp. 279-300.

    9. Chang, A. H, Chiang, H. H., and Han, T. S. (2010), “A multilevel investigation of relationships among brand-centered HRM, brand psychological ownership, brand citizenship behavior, and customer satisfaction”, NCCU working paper. pp. 1-29.

    10. De Chernatony, L.(1999), “Brand management through narrowing the gap between brand identity and brand reputation”, Journal of Marketing Management, Vol. 15, pp. 157-79.

    11. de Chernatony, L. (2006), From brand vision to brand evaluation, Oxford: Butterworth- Heinemann.

    12. Delery, J. E., and Doty, D. H. (1996), “Modes of theorizing in strategic human resource management: Tests of universalistic, contingency, and configurational performance predictions”, Academy of Management Journal, Vol. 39, No. 4, pp. 802-835.

    13. Einwiller, S. and Will, M. (2002), “Towards an integrated approach to corporate branding-an empirical study”, Corporate Communications, vol. 7, No. 2, p.100.

    14. Girod, S. J. G.. (2005), “The human resource management practice of retail branding: An ethnography within Oxfam trading division”, International Journal of Retailing & Distribution, Vol. 33, No. 6/7, pp. 514-530.

    15. Harris, F. and de Chernatony, L. (2001), “Corporate branding and corporate brand performance”, European Journal of Marketing, Vol. 35, No. 3/4, pp. 441-456.

    16. Hatch, M. J. and Schulz, M. (2003), “Bring the corporation into corporate branding”, European Journal of Marketing, Vol. 37, No. 7/8, pp. 1041-1064.

    17. Interbrand Insights (2001), “Aligning your organization and your brand for performance”, March No. 3. pp. 1-5.

    18. Jacobs, R. (2003), “Turn employees into brand ambassadors”, Bank Marketing, Vol. 35(3), pp.22-26.

    19. Kärreman and Rylander, (2008), “Managing meaning through branding the case of a consulting Firm”, Organization Studies, 29(1), pp. 103–125.

    20. Kay, M. J. (2006), “Strong brands and corporate brands”, European Journal of Marketing, Vol. 40, No. 7/8, pp. 742-760.

    21. Keller, K. L. (1998), Strategic Brand Management, Upper Saddle River, NJ: Prentice Hall.

    22. Kim, H. B., Kim, W. G., and An, J. (2003), “The effect of consumer-based brand equity on firms’ financial performance”, The Journal of Consumer Marketing, Vol. 20, pp.335–351.

    23. Kimpakorn, N and Tocquer, G (2009), “Employees` commitment to brands in the service sector: Luxury hotel chains in Thailand”, Journal of Brand Management, Vol. 16, pp. 532–544.

    24. King, C. and Grace, D. (2009), “Employee Based Brand Equity: A Third Perspective”, Services Marketing Quarterly, Vol.30: 2, pp.122 - 147

    25. Knox, S. and Bickerton, D. (2003), “The six conventions of corporate branding”, European Journal of Marketing, Vol. 37, No.7/8, pp. 998-1016.

    26. Leitch, S. and Richardson, N. (2003), “Corporate branding in the new economy”, European Journal of Marketing, Vol. 37, No. 7/8, pp. 1065-1079.

    27. Muzellec, L. and Lambkin, M. (2006), “Corporate re branding: destroying, transferring or creating brand equity?”, European Management Journal, Vol. 40, No. 7/8, pp. 803-824.

    28. Organ, D.W. (1988), Organizational citizenship behavior: The good soldier syndrome, Lexington, MA: Lexington, Books.

    29. Parnell, J. A. and Crandall W. (2003), “Propensity for paticipative decision-making, job satisfaction, organizational commitment, organizational citizenship behavior, and intentions to leave among Egyptian management”, Multinational Business Review, 11(1).

    30. Podsakoff, P. M., MacKenzie, S. B., Paine, J. B. and Bachrach, D. G. (2000), “Organizational citizenship behaviors: A critical review of the theoretical and empirical literature and suggestions for future research”, Journal of Management, Vol. 26, pp. 513-563.

    31. Robinson, S. L. and Morrison, E. W. (1995). “Psychological contracts and OCB, The effect of unfulfilled obligations on civil virtue behavior”, Journal of Organizational Behavior, 16, pp. 289-298.

    32. Sullivan, J. (2004), “Eight elements of a successful employment brand”, ER Daily, 23 Febreary

    33. Dell, D., Ainspan, N., Bodenberg, T., Troy, K., andHickey, J. (2001), “Engaging Employees through Your Brand”, New York: The conference Board, Research Report No. 1288-01-RR.

    34. Uggla, H. (2006), “The corporate brand association base: A conceptual model for the creation of inclusive brand architecture”, European Journal of Marketing, Vol. 40, No. 7/8, pp. 785-802.

    35. Urde, M. (2001), “Core value-based corporate branding building”, European Journal of Marketing, Vol. 37, No. 7/8, pp. 1017-1040.

    36. Vallaster, C. and de Chernatony, L. (2006), “internal branding building and structuration: the role of leadership”, European Journal of Marketing, Vol. 40, No. 7/8, pp. 761-784.

    37. Van Riel, C. B. M. and Balmer, J. M. (1997), “Corporate identity: The concept, its measurement and management”, European Journal of Marketing, Vol. 31, No. 5/6, pp. 340-355.

    38. Wang, H., Law, K. S., Hackett, R. D., Wang, D. and Chen, Z. X. (2005), “Leader-member exchange as a mediator of the relationship between transformational leadership and followers performance and organizational citizenship behavior”, Academy of Management Journal, Vol. 48, No. 3, pp. 420-432.

    39. Whitener, E. M. (2001), “Do “high commitment” human resource practices affect employee commitment? A cross-level analysis using hierarchical linear modeling”, Journal of Management, Vol. 27, pp. 515–535.

    40. Youndt, M., Snell, S. A., Dean, J. W. and Lepak, D. P. (1996), “Human resource management, manufacturing strategy, and firm performance”, Academy of Management Journal, Vol. 39, pp. 836–866.

    中文參考資料
    1. 黃延聰、黃淑琴(2009)。內部品牌化：台灣國際品牌廠商之研究，台灣管理學刊，第9卷第1期，第65-96頁。

    2. 江旭新(2010)。品牌心理擁有感之前因與結果因素之研究：量表發展與多層次之研究方法，國立政治大學企業管理研究所，博士論文。第1-233頁。

    3. 巫喜瑞, 黃俊英（2000）。內部行銷觀念及其與人力資源管理之比較，企銀季刊，第23卷第3期，第125-133頁。
    描述: 碩士
    國立政治大學
    企業管理研究所
    98355021
    99
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0098355021
    数据类型: thesis
    显示于类别:[企業管理學系] 學位論文

    文件中的档案:

    没有与此文件相关的档案.



    在政大典藏中所有的数据项都受到原著作权保护.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回馈