| Summary: | 碩士 === 東海大學 === 企業管理學系碩士班 === 105 === In the relevant literatures of the brand, they are mostly focuses on understanding the customers' external brand behavior , but the employees' internal brand behavior is also important. According to the Stimulus-Organism-Response Model (SORM), this study explores the influence of internal branding practices on brand citizenship behavior, and puts forward the relationship between brand communication, brand leadership and brand citizenship behavior. Brand engagement is a mediation variable.
In this study, the questionnaire survey was carried out by the employees of aviation industry in Taiwan. The questionnaires were distributed randomly to 400 employees, and only 333 were usable. This study analyzed by structural equation model. The results show that brand communication and brand leadership have significant influence with brand engagement, and then promote the brand citizenship behavior. Brand communication also have direct influence with brand citizenship behavior.As part of mediating roles of brand engagement, it mediates the relationship between brand communication, brand leadership, and brand citizenship behavior.
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