雇主品牌與品牌公民行為：探討品牌個人適配度與品牌承諾之中介

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姓名

薩菲特(Rini Safitri) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

雇主品牌與品牌公民行為：探討品牌個人適配度與品牌承諾之中介
(Employer Branding on Brand Citizenship Behavior: Exploring the Mediation of Brand-Person Fit and Brand Commitment)

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摘要(中)

摘要
在服務業，消費者對企業品牌的知覺常透過與其互動的員工。雇主品牌可用來吸引與留任員工，並顯現其與競爭對手之不同。雇主品牌也可使員工經歷品牌而從事品牌公民行為。本研究以某印尼電訊公司員工為樣本，探討雇主品牌對品牌公民行為之影響，是否會透過品牌承諾與品牌個人適配度之中介。透過線上問卷與Amos軟體分析，結果顯示雇主品牌可直接影響品牌公民行為，或間接透過品牌承諾而影響，但不會透過與品牌個人適配度中介。

摘要(英)

Abstract
In the service industry, customer perception of the corporate brand is often based on the employee they interact with. Employer branding can be beneficial to attract and retain employees, as doing so can distinguish the company from competitors. Employer branding may also make the employee live with the brand, called brand citizenship behavior. Using data collected from employees of a large telecommunication company in Indonesia, the present study explores the relationship between employer branding and brand citizenship behavior, with brand-person fit and brand commitment as possible mediators. Data was collected by online questionnaire and processed using Amos. Results show employer branding influences brand citizenship behavior either directly or indirectly through brand commitment, but not through brand-person fit.

關鍵字(中)

★ 雇主品牌
★ 品牌承諾
★ 品牌個人適配度
★ 品牌公民行為
★ 電訊公司

關鍵字(英)

★ employer branding
★ brand-person fit
★ brand commitment
★ brand citizenship behavior,
★ telecommunication company

論文目次

目錄
Table of Contents
CHAPTER 1 INTRODUCTION 1
CHAPTER 2 LITERATURE REVIEW 4
2.1 Brand Citizenship Behavior 4
2.2 Employer Branding 3
2.3 Brand-person Fit 9
2.4 Brand Commitment 11
2.5 Brand-person Fit and Brand Commitment as Mediation 13
2.6 Research Framework 15
CHAPTER 3 METHODOLOGY 16
3.1 Sample 16
3.2 Research Instrument 17
3.3 Step of Research 18
3.4 Research Design 19
CHAPTER 4 RESULTS 21
4.1 Characteristic of Respondent 21
4.2 Descriptive Statistics 22
4.4 Model Evaluation: Structural Model Results 23
4.5 Hypotheses Testing in Structural Model 26
CHAPTER 5 DISCUSSION 29
5.1 The Summary of Research Findings 29
5.2 Managerial Implication 30
5.3 Limitation and Direction for Future Research 31
5.4 Conclusion 32
REFERENCES 33
APPENDIX 38

參考文獻

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指導教授

杜秉叡(Ben-Roy Do)

審核日期

2017-6-30

推文