Abstract
Organizational Identity and Brand Identity are directly related to corporation future competitiveness and is an important factor to its competitive advantage. In a changing environment, an organization that has loyal, excellent and strong Organizational Identity that gain external recognition when reacting positively to this changes, will be able to maintain the organization¡¦s competitiveness. The recognition and value gained by the individual member for his ability to possess the traits or characteristics to be identified with the organization, brand, team or profession out-weights that of his personal characteristics like gender, age or nationality. Researchers have found that employee attitude towards organizational approval has a relation with the organization traits and behaviors.
By setting Organizational and Brand Identity as Independent Variables, Employee Efficiency as Dependent Variables, and Organizational and Brand Affiliation as the Medium, this thesis will investigate their relationship in the casual clothing industry. Data were collected through questionnaires completed by employees engaging in sales and marketing activities of 22 brands in Taiwan. The data are analyzed after breaking them down into their respective factor analysis, correlation and block regression. The outcomes of the tests lead to the following conclusions:
1. The strength and fitness of Organizational Identity and Brand Identity have effect on Organizational Affiliation and Brand Affiliation.
2. The strength of Organizational Identity and Brand Identity has effect on employee efficiency. While holding working emotion constant, the fitness of Organizational Identity and Brand Identity has an effect on employee efficiency.
3. While holding working emotion constant, the strength of Organizational Identity and Brand Identity has effect on in addition to employee efficiency. The fitness also has effect in addition to employee efficiency. Furthermore, the fitness of Organizational Identity is not a medium for working emotion but Brand Identity is a medium for working emotion.
4. Other than the test for the effect on corporate citizen, Organizational Identity has greater effect than Brand Identity on the other tests done on employee efficiency.
This research reveals that when the organization communicates with its employees, it has to be more sensitive towards the effects of Brand Identity relating to sales
activities on its employee. Having considered the organization and brand characteristics, it can adopt the concept of Affiliation in the areas of recruitment, organization culture and personnel development by allowing its employees to improve characters or values. This will help in improving work efficiency.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0828103-234937 |
| Date | 28 August 2003 |
| Creators | Wang, Chiung-Hui |
| Contributors | Cheng-Chen Lin, I-heng Chen, Chin-King Jen |
| 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-0828103-234937 |
| Rights | unrestricted, Copyright information available at source archive |
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