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.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0098355021 |
| Creators | 黃麗蓉 |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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