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。 ;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.
