品牌氣候對員工品牌建構行為之影響

Engaging Employees in the Brand Building Process: The Development of Brand Climate in Service Organizations

周恩頤(En-Yi Chou)

指導教授 ： 林俊昇

國立臺灣大學/管理學院/國際企業學研究所/博士(2016年)

https://doi.org/10.6342/NTU201603712

摘要

近年來，一線服務人員對於品牌形象建立上扮演著舉足輕重的角色，如何使服務人員之外在品牌行為與內在品牌思維一致，則成為企業最重要的課題。然而，以往大部份研究僅侷限於分別探討不同內部品牌化措施對於服務人員的品牌態度與品牌支持行為之影響，卻忽略整體工作環境對於品牌建構過程的重要性。有鑑於此，本研究試圖彌補此研究缺口，發展一品牌氣候模型，探討組織內品牌氣候建立之組織層級決定因素與個人層級決定因素。此外，依據社會交換理論與社會認知理論，本研究進一步探討品牌氣候如何影響一線服務人員之情感狀態與認知狀態，從而影響其品牌建構之行為。
本研究採用員工問卷填答，總樣本數包含342筆一線服務人員資料，以統計軟體LISREL來檢測模型假說，結果顯示組織層級與個人層級決定因素有助於品牌氣候之建立，進而提升一線服務人員有好的情感狀態與認知狀態，從而有助於其在角色內、角色外之品牌建構行為的表現。最後，本研究結果亦提供了豐富的學術洞見與品牌管理意涵。

關鍵字

品牌氣候 ； 品牌建構行為 ； 社會交換理論 ； 社會認知理論 ； 一線服務人員

並列摘要

Previous studies have acknowledged the crucial role of frontline employees in building a strong brand. The existing studies mostly focus on various internal branding activities likely to affect employees’ brand attitudes and brand-supportive behaviors. However, empirical research on the impact of a work environment on a successful brand building process is relatively scarce. To fill this research gap, we propose “brand climate” to capture employees’ consensual perceptions of organizations’ emphasis on brand. We develop and test a comprehensive brand climate framework that investigates various determinants of brand climate at both the organizational and individual levels. Moreover, drawing on social exchange and social cognitive theories, we explicate the influence of an affective and cognitive state on employees’ brand-building behaviors neglected in previous studies. Structural equation modeling was employed to examine empirical data collected from 342 employees in service firms. Results indicate that all organizational- and individual-level brand-oriented determinants influence brand climate, which affects employees’ affective and cognitive states, thereby contributing to their in- and extra-role brand-building behaviors. These findings further highlight several important implications for brand managers.

並列關鍵字

Brand climate ； Brand-building behaviors ； Social exchange theory ； Social cognitive theory ； Frontline employees

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