MOST 105-2410-H-007-085 -SSS
Branding Culture and Brand Communication: Enhancing Employee Brand Competency and Customer-based Brand Equity
Ministry of Science and Technology
Department of Educational Psychology and Counseling, National Tsing Hua University
Department of Educational Psychology and Counseling
Brand communication, branding culture, perceived brand support, brand psychological ownership, brand citizenship behavior, and brand knowledge sharing
此篇研究的目的乃是探討品牌文化、品牌溝通、品牌心理擁有感、品牌公民行為與品牌知識分享之跨層次關係。本研究將驗證品牌心理擁有感之中介效果，品牌文化之干擾效果。品牌文化包含組織文化與市場導向文化，這些內涵提升品牌強度。品牌溝通指組織或領導者可形塑品牌溝通可信度，有助於提升品牌認同。品牌心理擁有感指員工在心理上知覺他們對品牌活動有影響力，進而願意為公司品牌奉獻。知覺品牌支持指員工知覺組織重視他們對品牌的貢獻，並對公司品牌產生心理契約。品牌公民行為指員工認同品牌並活出品牌利他行為。品牌知識分享指具有品牌知識分享行為之員工會分享新的品牌觀念，這些新品牌觀念有助於公司發展新的產品與服務，進而提升市場佔有率與品牌價值。 本研究對象為重視品牌管理與品牌知識分享之連鎖餐飲業，共發放了400份問卷，回收了337份有效問卷，顯示有效回收率為84.3%。本研究採用階層線性模式(HLM)以分析跨層次變數間的關係。結果發現品牌溝通正向影響知覺品牌知持、品牌心理擁有感、品牌公民行為。知覺品牌支持正向影響品牌心理擁有感、品牌公民行為。品牌心理擁有感正向影響品牌公民行為。品牌心公民行為正向影響品牌知識分享。品牌心理擁有感具有中介角色。品牌文化具有跨層次調節角色。 根據此跨層次分析結果，本研究提出研究意涵。品牌溝通可以讓員工知覺支持性品牌管理措施，使員工認同公司品牌並展現品牌角色外行為，如品牌知識分享行為，有助於提升品牌績效。品牌心理擁有感之中介效果顯示公司要讓員工分享品牌相關創意前，須先員工認同公司品牌，並感覺對公司品牌具有影響力。品牌文化之調節效果顯示，內化公司品牌價值之員工較認同公司品牌，並願意展現有利於公司品牌的利他行為。當員工願意展現品牌公民行為時，則願意分享品牌相關的知識與技能，有助於提升品牌競爭力。
The purpose of this research is to explore the multilevel relationships among branding culture, brand communication, perceived brand support, brand psychological ownership, brand citizenship behavior, and brand knowledge sharing behavior. This research will further examine the mediating effects of brand psychological ownership, and moderating effect of branding culture. Branding culture is considered as the corporate culture which includes components of organizational culture and market-oriented culture can contribute to the brand strength. Brand communication is formed by the brand leader or the organization to create mutual relations which make employees produce trustworthiness of brand-related communication, thus contributing to brand identification. Perceived brand support indicates employees perceive brand-related support when the organization adopts supportive practices, such as participation in brand-related decision making. Brand psychological ownership represents psychological experiences that make employees feel effective in brand-related activities. Brand citizenship behavior indicates employees live with brand and display brand altruistic behavior. Brand knowledge sharing represents that employees with brand knowledge sharing behavior can share new brand ideas which help the organization to convert them into new product or service. 400 questionnaires were distributed to chain food and beverage organizations which focus on brand management and brand knowledge sharing in Taiwan. 337 valid data was collected from employees of 26 chain food and beverage organizations, revealing the response rate is 84.3%. Hierarchical linear modelling (HLM) is utilized to investigate the multilevel relationships. We find there exist positive effects of brand communication on perceived brand support, brand psychological ownership and brand citizenship behavior. Perceived brand support affect brand psychological ownership and brand citizenship behavior positively. Brand citizenship behavior positively affects brand knowledge sharing positively. Brand psychological ownership mediates the relationship between perceived brand support and brand citizenship behavior. Branding culture moderates the relationship between brand psychological ownership and brand citizenship behavior.. As for the research implication, the research results represent that brand communication makes employees perceive brand-related support, identify the corporate brand and display brand altruistic behavior. The mediating effect of brand psychological ownership indicates that the organization has to adopt supportive brand practices and make employees identify the corporate brand before employees display brand citizenship behavior. The moderating effect of branding culture represents that employees who identify the corporate brand perceive more brand support and produce positive brand behavior, such as brand knowledge sharing. The moderating effect of employee brand involvement indicates that employees who identify brand values as their own personal values are more willing to exhibit brand citizenship behavior and share brand knowledge, thus contributing to brand strength.