臺灣博碩士論文加值系統

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.

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

References

Aaker, J. L. (1997). Dimension of brand-personality. Journal of Marketing Resesarch, 34 (3), 347-356.
Ahmad, N. A., & Daud, S. (2016). Enganging people with employer branding. Procedia Economics and Finance, 35, 690-698.
Allen, N. J. & J. P. Meyer. (1990). The measurement of antecedents of affective, continuance and normative commitment to the organization. Occupational Psychology, 63, 1-18.
Almacik, E., & Almacik, U. (2012). Identifying Dimensions of Attractiveness in Employer Branding: Effects of Age, Gender, and Current Employment Status. Procedia-Social and Behavioral Science, 58, 1336-1343.
Backhause, K. (2016). Employer branding revisited. Organization Management Journal, 13 (4), 193-201.
Backhause, K., & Tikoo, S. (2004). Conceptualizing and researching employer branding. Career Development International, 9, 4-5.
Baker, T.L., Rapp, A., Meyer, T., & Mullins, R. (2014). The role of brand communications on front line service employee beliefs, behaviors, and performance. Journal of Academic and Marekting Science, 42, 642–657
Burmann, C., & Zeplin, S. (2005). Building brand commitment: A Behavioral approach to internal brand management. Brand Management, 12, 279-300.
Burmann, C., Zeplin, S., Riley, N. (2009). Key determinants of internal brand management success: An exploratory empirical analysis. Journal of Brand Management, 16, 264-284.
Cable, D.M. & Turban, D.B. (2001). Establishing the dimensions, sources, and value of job seekers’ employer knowledge during recruitment. Personnel and Human Resources Management, 20, 115-163.
Chang, H. H., & Wu, L. H. (2013). An examination of negative e-WOM adoption: Brand commitment as a moderator. Decision Support System, 59, 206-218.
Colquitt, J. A., LePine, J. A., & Wesson. M. J. (2009). Organizational Behavior: Improving Performance and Commitment in the Workplace. New York: McGraw-Hill.
Cooper, D. R., & Schlinder, P. S. (2011). Business Reseacrh Methods. 11th Edition. New York: McGraw-Hill.
Dabirian, A., Kietzmann. J., & Diba, H. (2017). A great place to work!? Understanding crowdsourced employer branding. Business Horizon, 60, 197-205.
Davies, G. (2008). Employer branding and its influence on managers. European Journal of Marketing, 42, 5-6.
Erkmen, E., & Hancer, M. (2015). Linking brand commitment and brand citizenship behaviors of airline employees: The role of trust. Journal of Air Transport Management, 42, 47-54.
Gay, R.L., & Diehl, P. L. (1992). Research Method for Business and Management. New York: Macmillan Publishing Company.
Hair, J.F., Black, W. C., Babin, B. J., & Anderson, R. E. (2013). Multivariate Data Analysis. (7th edition revised). Harlow: Pearson Education Limited.
Helm, S. V., Renk, U., & Mishra, A. (2014). Exploring the impact of employees’ self concept, brand identification and brand pride on brand citizenship behavior. European Journal of Marketing, 50, 1/2.
Hohenstein, N. (2008), Botschafter der Markenidentitat (ambassador of brand identity). Suedwestdeutscher Verlag: Hamburg.
Hoye, G. V., Bas, T., Croomheecke, S., & Lievens, F. (2013). The instrumental and symbolic dimensions of organizations’ image as an employer: A large scale field study on employer branding in Turkey. Applied Psychology: An International Review, 62, 543-557.
Ito, J. K., Brotheridge, C. M., & Mcfarland, K. (2013). Examining how preferences for employer branding attributes differ from entry to exit and how they relate to commitment, satisfaction, and retention. Career Development International, 18, 732-752.
Javid, H., Soleimani, A. M., & Aghamoosaa, R. (2016). Internal brand management relationship with brand citizenship behavior, job satisfaction and commitment in Saipa Teif Company. Procedia Economics and Finance, 36, 408-413.
Johan, A., Bondesson, N., & Melin, F. (2016). Customer-based brand equity and human resource management image: Do retail customers really care about HRM and the employer brand?. European Journal of Marketing, 50, 1185-1208.
Keller, L. K. (2012). Strategic Brand Management: Building, Measuring, and Managing, Brand Equity. 4 Edition.Harlow: Pearson Education Limited.
Kressmann, F., Sirgy, M. F., Herrmann, A., Huber, F., Huber, S. & Leed, D. J. (2006). Direct and indirect effects of self- image congruence on brand loyalty. Journal of Business Research, 59, 955-964.
Leary, M. R. (2004). Introduction to Behavioral Research Method. (4th edition). Boston: Pearson.
Lievens, F. (2007). Employer branding in the Belgian Army: The Importance of instrumental and symbolic belief for potential applicants, actual applicants, and military employees. Human Resource Management, 46, 1, 51-69.
Lievens, F., & Highhouse, S. (2003). The relation of instrumental and symbolic attributes to a company's attractiveness as an employer. Journal of Personnel Psychology, 56, 75-102.
Lievens, F., & Slaughter, J. E. (2016). Employer image and employer branding: What we know and what we need to know. The Annual Review of Organizational Psychology and Organizational Behavior, 3, 407-40.
Maroko, L., & Uncles, M. D. (2008). Characteristic of succesful employer brands. Brand Management, 16, 160-175.
McClelland, D.C. (1984). Motives, Personality, and Society: Selected Papers. New York: Praeger.
Miles, S. J., & Mangold W. G. (2005). Positioning southwest airlines through employee branding. Business Horizons, 48, 535-545.
Nyadzayo, M. W., Matanda, M. J., & Ewing, M. T. (2016). Franchisee-based brand equity: The role of brand relationship quality and brand citizenship behavior. Industrial Marketing Management, 52, 163-174.
Organ, D. W., Podsakoff, P. M., & MacKenzie, S. B. (2006). Organizational citizenship behavior: its nature, antecedents, and consequences. London: Sage Publications.
Podsakoff, P. M., MacKenzie, S. B., Paine, J. B., & Bachrach, D. G. (2000). Organizational citizenship behaviors: A critical review of the theoretical and empirical literature and suggestions for future research. Journal of Management, 26(3), 513-563.
Porricelli, M. S., Yurova, Y., Abratt, R., & Bendixen, M. (2014). Antecedents of brand citizenship behavior in retailing. Journal of Retailing and Consumer Services, 21, 745-752.
Porter, M. E. 1980. Competitive Strategy: Techniques for Analyzing Indstries and Competitors. New York: The Free Press.
Santoso, S. (2012). Analyzing SEM Using AMOS. Jakarta: PT. Elex Media Komputindo.
Schlanger, T. M., Bodderas, M., & Cachelin, J.L. (2011). The influence of the employer brand on employee attitudes relevant for service branding: An empirical investigation. Journal of Services Marketing, 25, 497-508.
Sung, Y., Choi, S. M., & Tinkham, S F. (2012). Brand situation congruity: The roles of self construal and brand commitment. Psychology and Marketing, 29, 941-955.
Tabachnick, B. G., & Fidell, L. S. (2007). Using multivariate statistics (6th edition). Boston: Pearson/Allyn & Bacon.
Theurer, C., W, I., Tumasjan, A., & Lievens, F. (2016). Employer branding: A brand equity-based literature review and research agenda: Brand equity- based employer. International Journal of Management Reviews. Doi: 10.1111/ijmr.12121
Zikmund, W. G. (2003). Business Research Methods. South Western: Thomson.