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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/52893


    Title: 建立品牌心理擁有感的一個整合模式與實證分析：多層級與長期性研究
    Other Titles: Building an Integrative Model of Brand Psychological Ownership and Its Empirical Testing: a Multilevel and Longitudinal Approach
    Authors: 韓志翔
    Contributors: 國立政治大學企業管理學系
    行政院國家科學委員會
    Keywords: 管理科學;品牌心理擁有感
    Date: 2011
    Issue Date: 2012-05-18 13:26:34 (UTC+8)
    Abstract: 品牌文化不只強化內部員工向心力、認同感，對外在的利害
    關係人也具有明確的象徵，代表了公司的價值、規範以及所
    展現出來的所有人為事物，不只在競爭激烈的環境中代表了
    與競爭者的差異，在徵才選才的同時，認同品牌文化的員工
    也會被吸引，不只減少了社會化的磨合期，也創造了員工的
    品牌心理擁有感與品牌公民行為。由此可知，品牌心理擁有
    感之重要性。此篇論文之目的乃是探討品牌心理擁有感之前
    因與結果因素，從文獻得知，品牌心理擁有感之前因因素為
    公司品牌管理，結果因素為品牌公民行為。本研究採取了兩
    個步驟，以探討品牌心理擁有感之前因與結果因素，本研究
    首先進行了公司品牌管理、品牌心理擁有感與品牌公民行為
    之量表發展，其次，本研究探索了公司品牌管理、品牌心理
    擁有感、品牌公民行為與品牌權益之跨層次關係。
    This study emphasizes on the effects of the branding
    culture on employees＇ brand-related attitudes and
    behaviors. Under the influence of the branding
    culture, employees make decisions and implement tasks
    with the brand as their first concern, which is shown
    by the possession of the sense of brand psychological
    ownership and the brand citizenship behaviors
    performed when interacting with the customers.
    Therefore, the analytical results prove that this
    study finds evidences to bridge the gap.
    Relation: 應用研究
    學術補助
    研究期間:10008~ 10107
    研究經費:935仟元
    Data Type: report
    Appears in Collections:[企業管理學系] 國科會研究計畫

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