國際觀光旅館之品牌文化、品牌契合、品牌心理擁有感與品牌公民行為之關係探討：跨層次分析

The Investigation of Relationships among Branding Culture, Person-brand Fit, Brand Psychological Ownership, and Brand Citizenship Behavior in International Tourist Hotels: Multilevel Analyses

品牌文化能使員工認同品牌，產生正向心理認知與利他精神的品牌行為，顯示此為重要議題。本研究從16家國際觀光旅館獲得主管有效問卷133份，員工有效問卷268份。分析結果顯示：(1)品牌文化正向影響品牌契合；(2)品牌文化正向影響品牌心理擁有感；(3)品牌文化正向影響品牌公民行為；(4)品牌契合正向影響品牌心理擁有感；(5)品牌心理擁有感正向影響品牌公民行為；(6)品牌契合正向影響品牌公民行為；(7)品牌契合在品牌文化與品牌公民行之間具中介效果；(8)品牌心理擁有感在品牌文化與品牌公民行為之間具中介效果。顯示品牌文化可讓員工產生正向品牌態度與品牌行為。本研究依此研究結果提出之結論、意涵、研究限制與未來研究，供日後實務界與後續研究之具體參考。

A company’s strong branding culture can encourage employees to identify with the brand, producing positive psychological cognition which leads employees to exhibit altruistic behaviors. This research collected data from supervisors and employees of 16 international tourist hotels and obtained a valid sample of 133 supervisors and 268 employees. The analytical results indicate the following: (1) branding culture affects person-brand fit positively; (2) branding culture positively affects brand psychological ownership; (3) branding culture positively affects brand citizenship behavior; (4) person-brand fit positively affects brand psychological ownership; (5) brand psychological ownership positively affects brand citizenship behavior; (6) person-brand fit positively affects brand citizenship behavior; (7) person-brand fit mediates the relationship between branding culture and brand citizenship behavior; (8) brand psychological ownership mediates the relationship between branding culture and brand citizenship behavior. The conclusion, suggestions, implications, limitations and future studies are discussed.