員工品牌承諾對品牌公民行為的影響分析

The effect of brand commitment on brand citizenship behavior

張銘芳(Ming-Fang Chang)

指導教授 ： 賴子珍

元智大學/管理學院/經營管理碩士班(國際企業學程)/碩士(2012年)

摘要

員工品牌承諾對品牌公民行為的影響分析

關鍵字

品牌公民行為 ； 品牌承諾

並列摘要

Brand building is now one of the main focuses of many enterprises. As we do know, well-known brands bring about better advantages such as a higher identification and awareness, a better chance for product differentiation, and possible brand loyalty as well as premium pricing.
Developing brand identity is a full-package deal and is not only based on advertising and/or marketing activities; rather it comes from the using the product itself, or perhaps the contact with the sales team, or maybe the after-care services. If a company effectively encourages such environment, employees can consciously act out and speak out knowing that they carry the brand of their company, and they would intend to look after its image as their own. This is what we call internal brand management, branding comes from within the company. It is, therefore, the objective of this study to explore on the key channels that can promote brand building. For better understand for internal brand management, we adopted the concept of brand citizenship behaviors and brand commitment. Firstly, we analyze the relationship between organizational citizenship behaviors and brand citizenship behaviors, as well as the factors influencing brand citizenship behaviors. Secondly, we identify the antecedents of brand commitment.

並列關鍵字

Brand citizenship behavior ； Brand Commitment

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