內部品牌化對員工品牌承諾之影響： 員工品牌參與及知覺組織支持之角色

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/45154

Title:	內部品牌化對員工品牌承諾之影響：員工品牌參與及知覺組織支持之角色 The Effect of Internal Branding on Employee Brand Commitment:The Roles of Employee Brand Engagement and Perceived Organizational Support
Authors:	季凌達
Contributors:	國際貿易學系
Keywords:	內部品牌化員工品牌參與員工品牌承諾知覺組織支持
Date:	2019
Issue Date:	2019-10-28 14:28:17 (UTC+8)
Abstract:	本研究旨在探討組織內部品牌化、員工品牌參與、員工品牌承諾及知覺組織支持之關係。研究採用問卷調查法，以公司員工為研究對象，共計回收有效問卷170份 (85%)。研究結果顯示：1.內部品牌化正向影響員工品牌參與；2.員工品牌參與正向影響員工品牌承諾；3.內部品牌化正向影響員工品牌承諾；4.內部品牌化經由員工品牌參與之中介正向影響員工品牌承諾；5.高知覺組織支持之員工相對於低知覺組織支持的員工，內部品牌化對員工品牌參與的正向影響較強。本研究討論研究發現在理論及實務管理上之意涵，並對未來的研究提出建議。 The purpose of this study is to examine the relationship among internal brandin¬g, employee brand engagement, employee brand commitment and perceived organiza-tional support. The study used the survey research. Data was collected from employ-ees, a total of 170 questionnaires were received (85%). The results show that: 1.Internal branding positively affects employee brand engagement; 2. Employee brand engagement positively affects employee brand commitment; 3. Internal branding posi-tively affects employee brand commitment; 4. The positive effect of Internal branding on employee brand commitment is mediated by employee brand engagement; 5. For employees with high (low) perceived organizational support, the positive effect of in-ternal branding on employee brand engagement is stronger (weaker).This research discusses the implications of theory and managerial practice.
Appears in Collections:	[Department of International Trade 7 Graduate Institute of International Trade ] Thesis

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