| Summary: | 碩士 === 銘傳大學 === 國際企業學系碩士在職專班 === 100 === In the past few decades, one company may boost its brand commitment by using different marketing strategies. Nevertheless, according to some recent studies, the marketing strategy is no longer the contributing factor; it was the employees within the firms that resulted in its high brand. Due to these findings, companies start to apply marketing strategies on its employees in the hope that they will be more willing to devote themselves to the maximization of profit. However, the previous studies focusing on how internal marketing may affect large companies’ organizational culture and brand commitment fail to take small- and medium-scale companies into consideration. Thus, this study will use small- and middle-scale companies to demonstrate how the internal marketing, business leadership, and innovation strategy may affect its brand commitment.
This study takes employees of SMEs as its subjects. After using LISREL to analyze the data, we get the following results:
1.Internal marketing, business leadership, and innovation strategy have a positive effect on organizational culture.
2.Strength on organizational culture has a positive effect on brand commitment.
3.Employee’s brand knowledge plays a mediate role between the organizational culture and internal marketing.
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