| Summary: | 碩士 === 國立中央大學 === 企業管理學系 === 101 === The development of the Services industries plays a very important role in today’s world industries. For customer-facing staff, their behavior and services directly related to customers ‘ impressions. On the other hand, recent studies indicate that employees’ attitute for the brand is an important factor to affect their branding behavior, and the psychological fit between employees and organizations is also important in the process to deliver a good brand image to consumers.
Therefore, this study combines literatures in transformational leadership, structure and psychological empowerment, brand identity and brand behavior, establish a systematic framework to study what kind of mechanisms affecting employees’ own brand identification and brand behavior. Many researchers have suggested that one should differentiate organization data to individual and organizational levels, thus this study used hierarchical linear models (HLM) to explain the relationships within variables.
The results revealed that employees’ brand identification mediated:
1. Organizational level brand-oriented transformational leadership and employees’ brand behavior.
2. Organizational level structural empowerment and employees’ brand behavior.
3. Individual level psychological empowerment perception and employees’ brand behavior.
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