Most researches done in recent time on the topics of Branding and Organization focus on investigating Brand Identification and Organization Identification, with lesser work done on the relationship between Brand Identity, Organizational Identity and employee efficiency. While Organization Identity has been a widely studied and recognized topic in the west for the past 20 years, it remains an alien name to researcher on organizational behaviors and practitioners in Taiwan¡]®}Þ³§D¡A¾G§BÀ¥¡A2003¡^. Moreover, Brand Identity is the next new-found research topic where western researchers attitude towards it had mostly stop on preliminary narration which was largely supplemented from the experience of sales and marketing area, with little work done from academic investigation. This thesis will investigate Brand Identity and Organizational Identity impact on employee efficiency.
Through my experience in the luxury goods industry, branding display a unique characteristic. Its employee displayed certain level of loyalty towards its brand and hoped to identify his character through its brand. This thesis focuses on the apparel industry, drawing data from a major Italian apparel brand, competing brands identified by that Major Italian apparel company and other brands listed on an apparel website www.ApparelSearch.com. The author approaches these 32 brands and collected data through questionnaires. A total of 417 valid questionnaires were returned and data was analyzed with an aim of drawing an opinion towards these hypothesizes:
i) Strong Organizational Identity and Brand Identity will have positive effect on Organizational Identification and Brand Identification.
ii) Strong Organizational Identity and Brand Identity will have positive effect on employee efficiency (including organization commitment, organizational citizenship behavior, work emotions, job performance, job satisfaction and turnover rate).
iii) Strong Organizational Identification and Brand Identification will have positive effect on employee efficiency.
iv) The existence of Organizational Identification and Brand Identification weaken the relationship between Organizational Identity, Brand Identity and Employee efficiency. When the relationships weaken to negligible, the relationship between Organizational Identification, Brand Identification and employee efficiency strengthen.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0829103-005901 |
| Date | 29 August 2003 |
| Creators | Ku, Hsiao-Chien |
| Contributors | I-heng Chen, Chin-King Jen, Cheng-Chen Lin |
| 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-0829103-005901 |
| Rights | unrestricted, Copyright information available at source archive |
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