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https://irlib.pccu.edu.tw/handle/987654321/26613
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| Title: | 和平文化經營理念與品牌形象之關係兼論員工士氣之干擾影響-美、日、英MNE在台子公司之比較研究
The relationship between the management philosophy of peace culture and brand image, and discussing the moderating effect of employee morale – A Comparative Analysis of MNE of the United States of America, Japan, and United Kingdom in Taiwan intellectual capital |
| Authors: | 呂煒琳
Lu, Wei-Lin |
| Contributors: | 國際企業管理學系 |
| Keywords: | 和平文化經營理念
品牌形象
員工士氣
managerial philosophy of peace culture
brand image
employee morale |
| Date: | 2014 |
| Issue Date: | 2014-02-20 14:31:41 (UTC+8) |
| Abstract: | 本研究經由文獻及邏輯之推理，發現和平文化經營理念、品牌形象與員工士氣之關係不清，有必要進一步釐清和平文化經營理念對品牌形象之影響，同時本研究也探究員工士氣對和平文化經營理念與品牌形象之關係是否具干擾影響。
本研究共發出325份問卷，去除填答不完整之無效問卷，而有效問卷共有213份，回收率66%。實證結果顯示，和平文化經營理念與理品牌形象的知名度呈現顯著正向關係，和平文化經營理念與品牌形象忠誠度呈現顯著正向關係，和平文化經營理念與品牌形象滿意度呈現顯著正向關係；員工士氣能顯著正向影響和平文化經營理念對品牌形象之效果。
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. |
| Appears in Collections: | [Department of Business Administration & Graduate Institute of International Business Administration ] Thesis
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