Based on the theoretical insights from the newly arising concept of ¡§Employee
Brand¡¨, this study seeks to explore the relationships between transformational
leadership, human resource branding involvement, employee brand and employee
brand behavior. Adapting the methodology of releasing 2-level survey to domestic
hotels, this study aims to examine the impact of transformational leadership and HR
branding involvement on employee brand and brand behavior. The 34
organizational-level questionnaires answered by the HR supervisors and the 326
individual-level questionnaires by the frontline employees were analyzed by
descriptive statistics, exploratory factors, reliability, linear regression, and hierarchical
linear models.
The findings of the research indicates that transformational leadership influences
the employee brand and therefore results in the brand behavior delivering brand
values. In addition, employee brand behavior is also relevant to HR branding
involvement. The contribution of this paper lies in the focus of how leadership and
HR involvement affect employee¡¦s understanding and willingness of delivering brand
values, which was not previously discussed in other relative documents.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0624108-002542 |
| Date | 24 June 2008 |
| Creators | Liu, Yu-Hsuan |
| Contributors | Shyh-jer Chen, Shu-Lin Wu, Liang-Chih Huang, Jing-Fen Uen |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0624108-002542 |
| Rights | withheld, Copyright information available at source archive |
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