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題名 企業領導人特質、企業文化與品牌個性間之相關性--長期歷史觀點研究
The relationship between the leader`s personality, corporate culture, and brand personality: A historical viewpoint
作者 劉吉傑
貢獻者 別蓮蒂
劉吉傑
關鍵詞 領導人個性
企業文化
品牌個性
內容分析法
Corporate Leader Personality
Corporate Culture
Brand Personality
Content Analysis
日期 2009
上傳時間 9-May-2016 14:42:18 (UTC+8)
摘要 過去對影響品牌個性因素的探討已相當完備，但卻少有從組織領導人個性及組織文化的角度來探討其對品牌個性的影響。企業文化是影響組織成員價值觀與決策的重要因素，因此成員塑造品牌個性時可能受到企業文化的影響；此外過去對品牌個性的衡量多以量表得知消費者的感受，僅能進行橫斷面研究，但透過廣告可據以進行長期縱斷面的分析得知品牌個性的發展脈絡，且廣告是傳遞品牌個性的重要媒介，因此本研究從廣告的角度切入來衡量品牌個性，再探討領導人個性、企業文化與品牌個性之關聯。
本研究採用內容分析法，針對國內四家企業：義美、金車、大同與巨大，縱括自1967至2008年的212篇，關於企業領導人個性與企業文化的報紙與雜誌報導進行研究，從中分析企業領導人個性與企業文化；此外對509則企業的電視與平面廣告進行分析，資料橫跨1981至2009年，分析廣告中的品牌個性，最後觀察各變數的趨勢變化輔以過去相關文獻支持，探討變數間可能之關聯性，結果發現如下：
1. 四位企業領導人之個性，均以「嚴謹性」為最突出，其他特質彼此有差異。
2. 四家企業文化所重視的價值觀差異：
(1) 企業文化的「社會責任」及「表現績效」與公司的國際化程度有關
(2) 企業文化的「卓越創新」及「甘苦與共」與公司的創立年代有關
3. 四家企業的品牌個性，多集中於「有能力」、「真誠」與「興奮」，少出現在「雅緻」、「粗獷」與「平和」三個構面。
4. 領導人個性、企業文化與品牌個性，部分具有關聯性：
(1) 領導人個性的「正直誠信」、企業文化的「正直誠信」與品牌個性的「真誠」有正向關係。
(2) 領導人個性的「開放性學習」、企業文化的「卓越創新」與品牌個性的「興奮」有正向關係。
(3) 領導人個性的「可信度」、企業文化的「科學求真」，與品牌個性的「有能力」有正向關係。
(4) 領導人個性的「權力需求」與企業文化的「團隊精神」有負向關係。
Although a considerable amount of research discussed the factors affecting brand personality, there was limited research that focused on how a corporate leader’s personality and corporate culture affects brand personality. Corporate culture significantly influences employee values and decision-making. Likewise, brand personality may also be strongly influenced by corporate culture. In the past, most studies utilized consumer questionnaires to measure brand personality, but such a method only retrieves data at the present moment. Nevertheless, brand personality data may be acquired through analyzing the historical development of advertisements, which is a key media communication tool. Hence, this study investigates advertisements to measure brand personality and discusses the relationship between a corporate leader`s personality, corporate culture, and brand personality.
The chosen method of study is content analysis and the data sources are composed of 212 newspaper and magazine articles from the year 1967 to 2008 about corporate leadership personality and corporate culture. Four companies including I-MEI Food Co., King Car Food Industrial Co., Tatung Co., and Giant Bicycle Inc. were selected for study. In addition, the study also collected 509 related advertisements of these four companies ranging from 1981 to 2009. Through observing variable trends and referencing previous supporting research, this study attempts to find the relationship between these variables. The research results are listed below:
1. The most outstanding personality among the four chosen corporate leaders is “conscientiousness”, however, other attributes differ amongst them.
2. There is difference of corporate culture among these four companies:
(1) There is a strong relationship between a corporate culture’s “social responsibility” dimension, “performance-orientation” dimension, and the company’s degree of internationalization.
(2) There is a relationship between the corporate culture’s “excellence & innovation” dimension, “cohesiveness” dimension, and the year in which the company was founded.
3. The four companies’ brand personalities tend to focus more on “competence”, “sincerity”, and “excitement” dimensions and less on “sophistication”, “ruggedness”, and “peacefulness” dimensions.
4. There is relationship between the corporate leader’s personality, corporate culture, and brand personality.
(1) There is a positive relationship between the “personal integrity” dimension of a corporate leader’s personality, “integrity” dimension of corporate culture, and “sincerity” dimension of brand personality.
(2) There is a positive relationship between the “openness to experience” dimension of a corporate leader’s personality, “excellence & innovation” dimension of corporate culture, and “excitement” dimension of brand personality.
(3) There is a positive relationship between the “dependability” dimension of a corporate leader’s personality, “scientific proof” dimension of corporate culture, and “competence” dimension of brand personality.
(4) There is a negative relationship between the “need for power” dimension of a corporate leader’s personality and “teamwork spirit” dimension of corporate culture.
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描述 碩士
國立政治大學
企業管理學系
96355002
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0096355002
資料類型 thesis
dc.contributor.advisor 別蓮蒂zh_TW
dc.contributor.author (Authors) 劉吉傑zh_TW
dc.creator (作者) 劉吉傑zh_TW
dc.date (日期) 2009en_US
dc.date.accessioned 9-May-2016 14:42:18 (UTC+8)-
dc.date.available 9-May-2016 14:42:18 (UTC+8)-
dc.date.issued (上傳時間) 9-May-2016 14:42:18 (UTC+8)-
dc.identifier (Other Identifiers) G0096355002en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/95027-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理學系zh_TW
dc.description (描述) 96355002zh_TW
dc.description.abstract (摘要) 過去對影響品牌個性因素的探討已相當完備，但卻少有從組織領導人個性及組織文化的角度來探討其對品牌個性的影響。企業文化是影響組織成員價值觀與決策的重要因素，因此成員塑造品牌個性時可能受到企業文化的影響；此外過去對品牌個性的衡量多以量表得知消費者的感受，僅能進行橫斷面研究，但透過廣告可據以進行長期縱斷面的分析得知品牌個性的發展脈絡，且廣告是傳遞品牌個性的重要媒介，因此本研究從廣告的角度切入來衡量品牌個性，再探討領導人個性、企業文化與品牌個性之關聯。
本研究採用內容分析法，針對國內四家企業：義美、金車、大同與巨大，縱括自1967至2008年的212篇，關於企業領導人個性與企業文化的報紙與雜誌報導進行研究，從中分析企業領導人個性與企業文化；此外對509則企業的電視與平面廣告進行分析，資料橫跨1981至2009年，分析廣告中的品牌個性，最後觀察各變數的趨勢變化輔以過去相關文獻支持，探討變數間可能之關聯性，結果發現如下：
1. 四位企業領導人之個性，均以「嚴謹性」為最突出，其他特質彼此有差異。
2. 四家企業文化所重視的價值觀差異：
(1) 企業文化的「社會責任」及「表現績效」與公司的國際化程度有關
(2) 企業文化的「卓越創新」及「甘苦與共」與公司的創立年代有關
3. 四家企業的品牌個性，多集中於「有能力」、「真誠」與「興奮」，少出現在「雅緻」、「粗獷」與「平和」三個構面。
4. 領導人個性、企業文化與品牌個性，部分具有關聯性：
(1) 領導人個性的「正直誠信」、企業文化的「正直誠信」與品牌個性的「真誠」有正向關係。
(2) 領導人個性的「開放性學習」、企業文化的「卓越創新」與品牌個性的「興奮」有正向關係。
(3) 領導人個性的「可信度」、企業文化的「科學求真」，與品牌個性的「有能力」有正向關係。
(4) 領導人個性的「權力需求」與企業文化的「團隊精神」有負向關係。		zh_TW
dc.description.abstract (摘要) Although a considerable amount of research discussed the factors affecting brand personality, there was limited research that focused on how a corporate leader’s personality and corporate culture affects brand personality. Corporate culture significantly influences employee values and decision-making. Likewise, brand personality may also be strongly influenced by corporate culture. In the past, most studies utilized consumer questionnaires to measure brand personality, but such a method only retrieves data at the present moment. Nevertheless, brand personality data may be acquired through analyzing the historical development of advertisements, which is a key media communication tool. Hence, this study investigates advertisements to measure brand personality and discusses the relationship between a corporate leader`s personality, corporate culture, and brand personality.
The chosen method of study is content analysis and the data sources are composed of 212 newspaper and magazine articles from the year 1967 to 2008 about corporate leadership personality and corporate culture. Four companies including I-MEI Food Co., King Car Food Industrial Co., Tatung Co., and Giant Bicycle Inc. were selected for study. In addition, the study also collected 509 related advertisements of these four companies ranging from 1981 to 2009. Through observing variable trends and referencing previous supporting research, this study attempts to find the relationship between these variables. The research results are listed below:
1. The most outstanding personality among the four chosen corporate leaders is “conscientiousness”, however, other attributes differ amongst them.
2. There is difference of corporate culture among these four companies:
(1) There is a strong relationship between a corporate culture’s “social responsibility” dimension, “performance-orientation” dimension, and the company’s degree of internationalization.
(2) There is a relationship between the corporate culture’s “excellence & innovation” dimension, “cohesiveness” dimension, and the year in which the company was founded.
3. The four companies’ brand personalities tend to focus more on “competence”, “sincerity”, and “excitement” dimensions and less on “sophistication”, “ruggedness”, and “peacefulness” dimensions.
4. There is relationship between the corporate leader’s personality, corporate culture, and brand personality.
(1) There is a positive relationship between the “personal integrity” dimension of a corporate leader’s personality, “integrity” dimension of corporate culture, and “sincerity” dimension of brand personality.
(2) There is a positive relationship between the “openness to experience” dimension of a corporate leader’s personality, “excellence & innovation” dimension of corporate culture, and “excitement” dimension of brand personality.
(3) There is a positive relationship between the “dependability” dimension of a corporate leader’s personality, “scientific proof” dimension of corporate culture, and “competence” dimension of brand personality.
(4) There is a negative relationship between the “need for power” dimension of a corporate leader’s personality and “teamwork spirit” dimension of corporate culture.		en_US
dc.description.tableofcontents 第一章 研究動機與目的 1
第一節 研究背景與動機 1
第二節 研究目的 3
第二章 文獻探討 4
第一節 領導者特質 4
一、 領導的定義 4
二、 領導特質理論 6
三、 領導者特質之內隱與外顯傳遞過程 20
第二節 品牌個性 28
一、 品牌個性的定義 28
二、 品牌個性的價值 29
三、 品牌個性的來源及影響過程 32
四、 品牌個性的架構 37
第三章 研究方法 44
第一節 研究主軸與標的企業 44
第二節 內容分析法 46
第三節 「領導人個性」之資料來源與編碼架構 47
一、 資料來源 47
二、 編碼方式與準則 48
三、 領導人個性編碼架構 50
四、 領導人個性編碼之收斂與初步歸類原則 54
第四節 「企業文化」之資料來源與編碼架構 55
一、 資料來源 55
二、 編碼方式、準則與架構 55
第五節 「品牌個性」之資料來源與編碼架構 59
一、 資料來源 59
二、 編碼方式、準則與架構 59
第六節 資料基本概述 66
一、 企業領導人個性與企業文化 66
二、 品牌個性 72
第四章 研究結果 75
第一節 領導人個性描述 75
一、 領導人個性編碼信度 75
二、 「相似詞」詞彙庫建構 76
三、 編碼收斂 77
四、 領導人個性與「領導者特質及大五構面」之對應 83
五、 領導人個性之轉變 88
第二節 企業文化描述 92
一、 企業文化編碼信度 92
二、 企業文化之時間變化 96
第三節 品牌個性描述 100
一、 品牌個性編碼信度 100
二、 品牌個性之時間變化 102
第四節 領導人個性、企業文化與品牌個性之對應 106
一、 領導人個性與企業文化之對應 106
二、 企業文化與品牌個性之對應 108
第五章 結論與建議 110
第一節 結論與討論 110
一、 企業領導人的個性特質 110
二、 企業文化 112
三、 「領導人個性」與「企業文化」之關連性與命題推導 114
四、 品牌個性 116
五、 「企業文化」與「品牌個性」之關連性與命題推導 117
六、 領導人個性、企業文化與品牌個性之關聯性與命題推導 118
七、 其他發現與討論 121
第二節 研究貢獻與管理涵義 125
一、 研究貢獻 125
二、 管理涵義 126
第三節 研究限制與後續研究建議 129
一、 研究限制 129
二、 後續研究建議 130
【參考文獻】 132
【附錄一】 「相似個性」詞彙庫 140		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0096355002en_US
dc.subject (關鍵詞) 領導人個性zh_TW
dc.subject (關鍵詞) 企業文化zh_TW
dc.subject (關鍵詞) 品牌個性zh_TW
dc.subject (關鍵詞) 內容分析法zh_TW
dc.subject (關鍵詞) Corporate Leader Personalityen_US
dc.subject (關鍵詞) Corporate Cultureen_US
dc.subject (關鍵詞) Brand Personalityen_US
dc.subject (關鍵詞) Content Analysisen_US
dc.title (題名) 企業領導人特質、企業文化與品牌個性間之相關性--長期歷史觀點研究zh_TW
dc.title (題名) The relationship between the leader`s personality, corporate culture, and brand personality: A historical viewpointen_US
dc.type (資料類型) thesisen_US
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