组织于品牌认定、认同及员工效能之关系（PDF 116页）

--113221.2.3.4.AstudyonarelationshipbetweenOrganizational/BrandIdentity,Organizational/BrandIdentificationsandEmployeeEfficiency–SalespromotersinCasualClothesIndustryAbstractOrganizationalIdentityandBrandIdentityaredirectlyrelatedtocorporationfuturecompetitivenessandisanimportantfactortoitscompetitiveadvantage.Inachangingenvironment,anorganizationthathasloyal,excellentandstrongOrganizationalIdentitythatgainexternalrecognitionwhenreactingpositivelytothischanges,willbeabletomaintaintheorganization’scompetitiveness.Therecognitionandvaluegainedbytheindividualmemberforhisabilitytopossessthetraitsorcharacteristicstobeidentifiedwiththeorganization,brand,teamorprofessionout-weightsthatofhispersonalcharacteristicslikegender,ageornationality.Researchershavefoundthatemployeeattitudetowardsorganizationalapprovalhasarelationwiththeorganizationtraitsandbehaviors.BysettingOrganizationalandBrandIdentityasIndependentVariables,EmployeeEfficiencyasDependentVariables,andOrganizationalandBrandAffiliationastheMedium,thisthesiswillinvestigatetheirrelationshipinthecasualclothingindustry.Datawerecollectedthroughquestionnairescompletedbyemployeesengaginginsalesandmarketingactivitiesof22brandsinTaiwan.Thedataareanalyzedafterbreakingthemdownintotheirrespectivefactoranalysis,correlationandblockregression.Theoutcomesofthetestsleadtothefollowingconclusions:1.ThestrengthandfitnessofOrganizationalIdentityandBrandIdentityhaveeffectonOrganizationalAffiliationandBrandAffiliation.2.ThestrengthofOrganizationalIdentityandBrandIdentityhaseffectonemployeeefficiency.Whileholdingworkingemotionconstant,thefitnessofOrganizationalIdentityandBrandIdentityhasaneffectonemployeeefficiency.3.Whileholdingworkingemotionconstant,thestrengthofOrganizationalIdentityandBrandIdentityhaseffectoninadditiontoemployeeefficiency.Thefitnessalsohaseffectinadditiontoemployeeefficiency.Furthermore,thefitnessofOrganizationalIdentityisnotamediumforworkingemotionbutBrandIdentityisamediumforworkingemotion.4.Otherthanthetestfortheeffectoncorporatecitizen,OrganizationalIdentityhasgreatereffectthanBrandIdentityontheothertestsdoneonemployeeefficiency.Thisresearchrevealsthatwhentheorganizationcommunicateswithitsemployees,ithastobemoresensitivetowardstheeffectsofBrandIdentityrelatingtosalesactivitiesonitsemployee.Havingconsideredtheorganizationandbrandcharacteristics,itcanadopttheconceptofAffiliationintheareasofrecruitment,organizationcultureandpersonneldevelopmentbyallowingitsemployeestoimprovecharactersorvalues.Thiswillhelpinimprovingworkefficiency.KeyWords:Organizational/BrandIdentity,Organizational/BrandIdentifications234identityFoil2001Melewar&Jenkin2002)AlbertAshforth&Dutton2000(5Johnson,Johnson&Heimberg,1999Brown(1969)Cheney(1983)Long,1978;Pierce&Dunham,1987;Adler&Adler,1988;Mael&Ashforth,1992,199561.7Whetten&Godfery1998Proter2001Ashforth&Mael1989DuttonDukerich&Harquail1994Whetten&Godfery1998Turner81987Hogg&Terry2000Scott&Lane2000910appraisalRindovaSchultz1998GioiaSchultzCorley200011centraldistinctiveenduring1213MaelAsforth(1995)Pratt,1998;Abrams,Ando,&Hinkle,1998Pratt(1998)PrattMaelTetrick1992(involvement)(2000)Porter,Steers,Mowday&Boulian,197414151617181920centraldistinctiveenduring21(BrandCommitment)LastovicaGardner(1979)JocobyandChestune(1978)Traylor(1981)22Robertson(1976)CrosbyandTaylor(1983)(EgoInvolvement)(Self-Image)(NormativeImportance)(2001)2324Etzioni(1961)25Kanter(1968)Hall(1970):Porter(1974)Staw(1977)Salanick(1977)Harris&Carson(1977)Stevens(1978)26Reichers1985Allen&Meyer(1990,1991)(2002)2728(2001)诶2930314Mowday,PorterSteers(1982)(Identification)(Involvement)(Attachment)WilliamsShiaw(1999)IsenBaron(1991)WeissCropanzano(1996)Fisher(2000)IsenBaron(1991)(1995)3233(1998)辩3412”no””yes”LeanneAtwater85%25%(JaredSandberg2003)Locke(1973)(1999)(Robbins1996)Robbins3536373839’4041’42’43’’44’45’46’’47’’’48,’(N=389)’49’-.102.008.003.122.006-.001-.153-.006.10550’.50’51’52’’’53(N=392)’5455562575859606162ACDEFGHIJKLMNOPQRTUVWXA2.59.98395B1.87.34388.193**C2.44.67-.279**-.347**D1.10.39393-.005-.047.012E2.151.26395.417**.128*-.266**.096F.77392.069-.017-.017.012-.006G7.4224.03384-.053-.016-.023-.066.059H4.58.72392.104*.012-.027.010.109*.641**.079I5.37.54382.066-.010-.082-.008.072.349**.082.501**BS3954.56.023J4.81.81397.116*.048-.070.016.168**.478**.552**.220**K4.61.79396.139**.074-.087.071.174**.064.424**.157**.770**.070.449**L4.31.80397.135**-.007-.061.069.169**.521**.110*.510**.221**.734**.738**M3.72.94397113*.059.032.062.112*.242**.073.176**.167**.203**.148**.216**N4.01.68397.158**.037-.014.084.176**.475**.115*.421**.247**.571**.536**.737**.819**O4.611.08397-.014.142**.035-.006-.012.246**.079.233**.125*.220**.212**.098.578**.458**P4.38.79397154**.005-.052.040.190**.393**.074.393**.119*.508**.526**.627**.121*.452**.065Q4.82.72397034.065-.057.114*.146**.351**.049.396**.057.447**.502**.448**.189**.394**.334**.590**R4.44.80396.049-.001.056.068.119*.288**.049.294**.030.395**.454**.481**.095.348**.146**.486**.550**S4.56.60397071.084.000.067.141**.443**.091.450**.123*.532**.571**.546**.38