本研究以個案飯店的員工為對象,探討飯店應用企業識別系統的認知對於員工品牌認同的關係,以及探討員工品牌認同對員工工作投入之關係。 本研究經由迴歸分析顯示企業識別系統的「視覺識別」、「理念識別」、「活動識別」等元素對於品牌認同之「品牌視為個人」、「品牌視為企業組織」、「品牌視為產品」、「品牌視為符號」有顯著的影響。另外,亦經由迴歸分析顯示「品牌視為企業組織」、「品牌視為產品」對工作投入之「工作成就感」達顯著的正向影響效果;「品牌視為個人」對於「品牌認同要素」、「品牌視為產品」達顯著的正向影響效果。 根據研究結果,本研究提出相關的建議,供飯店管理者參考。
This case study examined the relationship of hotel's Corporate Identity System (CIS) and employees' Brand Identification. The study also examined the differences in job involvement between employees of different levels of brand identification. Results showed that elements of the corporate identity systems, including “Visual Identity”, “Mind Identity” and “Behavior Identity, had significant influence on employee’s brand identification of “Brand as a human”, “Brand as a Corporate”, “Brand as a product”, and “Brand as a symbol”. Result also showed that the employees' brand identification of “Brand as a Corporate” and “Brand as a product”, had a significant positive effect on employees' job involvement. Further research recommendation and implications for the management of corporate identity system were discussed.