員工對於品牌識別要素、品牌個性與品牌態度之研究以中華電信為例

Research on the attitudes of employees towards brand identity and brand personality of the Chunghwa Telecom Co., Ltd.

鄭時沛(Shipei Jeng)

指導教授 ： 黃文宗

中原大學/設計學院/商業設計研究所/碩士(2013年)

https://doi.org/10.6840/cycu201400046

摘要

企業經營品牌，除了承諾為消費者帶來更佳的生活品質之外，致力於品牌的經營，建立品牌與消費者更緊密的情感連結是不變的方向。而電信產業屬於人與人之間的溝通服務，絕大多是非具體的無形服務，更需要透過品牌的力量來持續傳達產品與服務的訊息。不只是讓消費者產生購買的慾望，在同時也促使企業內員工對於自身的工作使命有所感動。

因此，若能掌握員工對於企業子品牌的認知程度，並了解員工的反應態度，以便適時的調整公司與員工的溝通和教育，對品牌行銷應有相當程度之助益。

本研究旨在暸解員工在不同個人屬性與不同背景之下，對品牌識別要素、品牌個性與品牌態度之相關性，另一則為員工對於品牌識別要素、品牌個性與品牌態度之間的關聯性。本研究於問卷回收後採用Statistica 6.0統計套裝軟體做為分析工具，以相關分析及路徑分析為
研究方法，得到的結果發現：品牌識別要素與品牌個性之間的路徑成立，亦即品牌識別要素與品牌個性之間的共變程度達顯著水準，換言之，兩變數存在顯著正相關；此外，分析結果亦顯示品牌個性與品牌態度之間的正向影響路徑成立，亦即組織成員對品牌個性的知覺程度越高則其對於品牌態度的認知越高；最後，品牌識別要素正向影響品牌態度的路徑檢定結果不顯著。

因此，品牌識別要素、品牌個性與品牌態度之間存在中介影響效果，亦即組織成員對於中華電信的品牌識別要素係透過品牌個性正向影響品牌態度。

關鍵字

品牌態度 ； 品牌識別要素 ； 品牌個性

並列摘要

With respect to brand management, in addition to making commitment to elevate the quality of life for consumers, it has been on the right track for industries to devote themselves to establishing closer affective connection to consumers. Telecommunication is a service of interpersonal communication, most of which takes a non-concrete form and thus hinges more on branding to continue to convey messages relating to products and services. It not only arouses consumers’ desire to purchase, but also drives employees to be more devoted to their jobs and duties.

Therefore, if we have a good command of employees’ understanding regarding the subsidiary brands of their conglomerates and comprehend employees’ reaction and attitude, we can therefore adapt the communication between companies and employees and education, which to a certain extent should be positive to brand marketing.

This study aims to explore the correlation among brand identity, brand personality, and brand attitude as well as the relationship among the three variables in the judgment of employees in the different contexts of personal attributes and backgrounds.

In this study, once we collected questionnaires, we adopted the statistics package software, Statistica 6.0, as the tool of analysis. We utilized the Correlation Analysis and the Path Analysis as the methods. The findings indicated that the path existed between brand identity elements and brand personality, that is, brand identity and brand personality co-varied significantly. In other words, a significant positive correlation emerged between the two variables. Additionally, our analysis revealed that a path occurred regarding the positive effect of brand personality on brand attitude. Put in other words, the more the members of the organization are aware of brand personality, the more they are aware of brand attitude. Lastly, no significant positive path was found with respect to the positive effect of brand identity on brand attitude.

Thus, an intervening effect emerged among brand identity, brand personality, and brand attitude. Specifically, as far as the organizational members of Chunghwa Telecom are concerned, brand identity has a positive impact on brand attitude through brand identity.

並列關鍵字

brand attitudes ； brand identity ； brand personality

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