Existing literature or/and logical reasoning cannot explain the relationship between management philosophy of peace culture, brand image and employee morale. Hence, there is a need to further clarify the impact of the management philosophy of peace culture to brand image. On the other hand, this study is to examine whether the mod-eration effect of staff morale on management philosophy of peace culture and the brand image is existing.
This study leverage survey to collect research data. 325 copies of questionnaires have been sent, while a total of 213 valid question-naires, the recovery rate of 66%. The empirical results show that management philosophy of peace culture and awareness of brand image showed a significant positive relationship. The management philosophy of peace culture and loyalty of brand image showed a significant positive relationship. The management philosophy of peace culture and satisfaction of brand image showed a significant positive relationship. And, employee morale showed significantly positive effect on the relationship between management philosophy of peace culture and the brand image.
