1. NCCU Academic Hub
  2. Publications
  3. College of Commerce
  4. Theses
  5. Item

Publications-Theses

Article View/Open

Publication Export

Google ScholarTM

NCCU Library

Citation Infomation

Related Publications in TAIR

題名 品牌心理擁有感之前因與結果因素之研究：量表發展與多層次之研究方法
A study of the antecedent and consequence of brand psychological ownership:Scale development and multilevel approaches
作者 江旭新
Chiang, Hsu Hsin
貢獻者 張愛華<br>韓志翔
Chang, Aihwa<br>Han, Tzu Shian
江旭新
Chiang, Hsu Hsin
關鍵詞 公司品牌管理
品牌心理擁有感
品牌公民行為
量表發展
多層次分析
corporate branding
brand psychological ownership
brand citizenship behavior
scale development
multilevel analyses
日期 2009
上傳時間 3-Sep-2013 14:36:41 (UTC+8)
摘要 此篇論文之目的乃是探討品牌心理擁有感之前因與結果因素，本研究欲探討之三個與品牌相關的構念，包括公司品牌管理、品牌心理擁有感、品牌公民行為。第一個構念為公司品牌管理，代表能改善不同利害關係人對公司品牌認知與態度之組織作法；第二構念為品牌心理擁有感，代表能使員工對公司品牌產生所有權感受的心理狀態；第三個構念為品牌公民行為，代表員工擁有品牌導向之利他行為並將品牌精神活出來。本研究採取了兩個步驟，以探討品牌心理擁有感之前因與結果因素，本研究首先進行了公司品牌管理、品牌心理擁有感與品牌公民行為之量表發展，其次，本研究探索了公司品牌管理、品牌心理擁有感、品牌公民行為與品牌權益之跨層次關係。

本研究根據Hinkin (1998)之準則進行量表發展，在公司品牌管理的部分，本研究從台灣連鎖商店的主管獲得275份樣本。在探索性因素分析與驗證性因素分析後，本研究獲得五項公司品牌管理的因素，包括：公司品牌管理的溝通與評估、公司品牌管理之部門間協調、公司品牌管理之領導與利害關係人互動、公司品牌管理之訓練與徵選、公司品牌管理之文化與願景，結果顯示公司品牌管理量表具有良好的穩定性與效度。

在品牌心理擁有感與品牌公民行為的部分，本研究從台灣連鎖商店的第一線員工獲得361份樣本。在探索性因素分析與驗證性因素分析後，本研究獲得三項品牌心理擁有感的因素，包括：品牌自我效能感、品牌責任感、品牌認同感與歸屬感。同樣地，在探索性因素分析與驗證性因素分析後，本研究獲得三項品牌公民行為的因素，包括：品牌之運動家精神與背書、品牌之幫助行為、品牌之考量與提升，結果顯示品牌心理擁有感與品牌公民行為之量表具有良好的穩定性與效度。

從個人層次的分析結果發現，品牌心理擁有感正向影響品牌公民行為，並且大部分之品牌心理擁有感的因素正向影響品牌公民行為的因素。從跨層次的分析結果發現，公司品牌管理正向影響品牌心理擁有感與品牌公民行為，組織層次的品牌公民行為正向影響品牌權益。本研究亦發現，品牌心理擁有感在公司品牌管理與品牌公民行為之間扮演跨層次的中介角色。從跨層次的細部分析結果發現，許多公司品牌管理之因素正向影響品牌心理擁有感與品牌公民行為之因素。本研究亦探討了研究結果討論、研究貢獻、研究限制與未來研究。
This thesis aims to investigate the antecedent and consequence of brand psychological ownership. Three major constructs related to branding efforts and results studied and explored by this research include corporate branding, brand psychological ownership, and brand citizenship behavior. The first construct, corporate branding, represents practices that improve brand cognitions and brand attitude of multiple stakeholders. The second construct, brand psychological ownership, represents the psychological state that makes employees produce feeling of ownership toward the corporate brand. The third construct, brand citizenship behavior, shows that employees have brand-oriented altruistic spirit and live the brand. In order to explore the antecedent and consequence of brand psychological ownership, two major steps are conducted by this study. First, this study conducts the scale developments of corporate branding, brand psychological ownership, and brand citizenship behavior. Second, this study explores the multilevel relation between corporate branding, brand psychological ownership, brand citizenship behavior, and brand equity.

The guidelines of Hinkin (1998) are followed as the procedures of scale development. As for the scale development of corporate branding, a survey conducted among a sample of 275 managers from the franchise organizations in Taiwan was undertaken. Five factors of corporate branding obtained after EFA and CFA include: communication and evaluation of corporate branding, departmental coordination of corporate branding, leadership and interaction with stakeholders of corporate branding, training and selection of corporate branding, and vision and culture of corporate branding. The results represent a scale of corporate branding with good reliability and validity.

As for scale developments of brand psychological ownership and brand citizenship behavior, a survey conducted among a sample of 361 customer-facing employees from the franchise organizations in Taiwan was undertaken. Three factors of brand psychological ownership obtained after EFA and CFA include: brand self-efficacy, brand accountability and identification and belongingness of brand. Three factors of brand citizenship behavior obtained after EFA and CFA include: sportsmanship and endorsement of brand, helping behavior of brand, and consideration and enhancement of brand. The results represent scales of brand psychological ownership and brand citizenship behavior with good reliability and validity.

In the individual level analyses, brand psychological ownership has a positive effect on brand citizenship behavior, and most factors of brand psychological ownership have positive effects on factors of brand citizenship behavior. In the multilevel analyses, results demonstrate that corporate branding has positive effects on brand psychological ownership and brand citizenship behavior. Organizational-level brand citizenship behavior positively affects brand equity. It is also found that brand psychological ownership fully mediates the relationship between corporate branding and brand citizenship behavior. Detailed analyses show that many factors of corporate branding have positive effects on different factors of brand psychological ownership and brand citizenship behavior. Most factors of brand psychological ownership positively affect factors of brand citizenship behavior. Discussion, contributions, implication, limitation, and future study are also discussed.
參考文獻 Abratt, R. (1989), “A new approach to the corporate image management process”, Journal of Marketing Management, Vol. 5 No. 1, pp. 63-76.
Ailawadi, K. L., Lehmann, D. R. and Neslin, S. A. (2003), “Revenue premium as an outcome measure of brand equity”, Journal of Marketing, Vol. 67, pp. 1-17.
Allen, D. G., Shore, L. M. and Griffeth, R. W. (2003), “The role of perceived organizational support and supportive human resource practices in the turnover process”, Journal of Management, Vol. 29 No. 1, pp. 99-118.
Aseleage, J. and Eisenberger, R. (2003), “Perceived organizational support and psychological contracts: A theoretical integration”, Journal of Organizational Behavior, Vol. 24, pp. 491-509.
Aaker, D. A. (1991), Managing Brand Equity, New York: The Free Press.
Ashforth, B. E. and Mael, F. (1989), “Social identity theory and the organization”, Academy of Management Review, Vol. 14 No. 1, pp. 20-39.
Aurand, T. W., Gorchels, L. and Bishop, T. R. (2005), “Human resource management’s role in internal branding: An opportunity for cross-functional brand message synergy”, The Journal of product and Brand Management, Vol. 14 No. 2/3, pp. 163-169.
Avey, J. B., Avolio, B. J., Crossley, C. D. and Luthans, F. (2009), “Psychological ownership: Theoretical extensions, measurement and relation to work outcome”, Journal of Organizational Behavior, Vol. 30, pp. 173-191.
Balmer, J.M.T. (1998), “Corporate identity and the advent of corporate marketing”, Journal of Marketing Management, Vol. 4, pp. 963-96.
Balmer, J. M. T. (2001), “Corporate identity, corporate branding, and corporate marketing: Seeing through the fog”, European Journal of Marketing, Vol. 35 No. 3/4, pp. 248-291.
Balmer, J. M. T. and Gray, E. R. (2003), “Corporate brands: what are they? What of them?” European Journal of Marketing, Vol. 37 No. 7/8, pp. 972-997.
Balmer, J.M.T. (2008), “Identity based views of the corporation: Insights from corporate identity, organizational identity, social identity, visual identity and corporate image”, European Journal of Marketing, Vol. 42 No. 9-10, pp. 879-906.
Bartels, J. A., Ad Pruyn, M. and Inge, J. (2007), “Multiple organizational identification levels and the impact of external prestige and communication climate”, Journal of Organizational Behavior, Vol. 28, pp. 173-190.
Baron, R. M. and Kenny, D. A. (1986), “The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations”, Journal of Personality and Social Psychology, Vol. 51, pp. 1173–1182.
Belk, R. W. (1988), “Possessions and the Extended Self,” Consumer Research, Vol. 15, pp. 139-168.
Bettencourt, L. A. and Brown, S. W. (1997), “Customer-contact employees: Relationships among workplace fairness, job satisfaction and prosocial service behaviors”, Journal of Retailing, Vol. 73 No. 1, pp. 39–61.
Bettencourt, L.A., Gwinner, K.P. and Meuter, M.L. (2001), “A comparison of attitude, personality, and knowledge predictors of service-oriented organizational citizenship behaviors”, Journal of Applied Psychology, Vol. 86 No. 1, pp. 29-41.
Blau, P. M. (1964), Exchange and power in social life, New York: Wiley.
Blau, P. M. (1986), Exchange and Power in Social Life, New Brunswick, NJ: Transaction Publishers.
Brexendorf, T. O. and Kernstock, J. (2007), “Corporate behavior vs. brand behavior: Towards an integrated view?” Journal of Brand Management: Special Issue: Corporate Marketing and the Branding of the London, Vol. 15 No. 1, pp. 32-41.
Burmann, C. and Zeplin, S. (2005), “Building brand commitment: A behavioral approach to internal brand management”, The Journal of Brand Management, Vol. 12 No. 4, pp. 279-300.
Burmann, C., Zeplin, S. and Reily, N. (2009), “Key determinants of internal brand management success: An exploratory empirical analysis”, Journal of Brand Management, Vol. 16 No. 4, pp. 264-284.
Chen, G. and Klimoski, R. J. (2003), “The impact of expectations on newcomer performance in teams as mediated by work characteristics, social exchange, and empowerment”, Academy of Management Journal, Vol. 46 No. 5, pp. 591-607.
Chi, N. W. and Han, T. S. (2008), “Exploring the linkages between formal ownership and psychological ownership for the organization: The mediating role of organizational justice”, Journal of Occupational and Organizational Psychology, Vol. 81, pp. 691-711.
Chiu, S. F., Han, T. S. and Lin, Y. J. (2002), “Employee participation and organizational citizenship behavior: The case of Taiwan’s electronics industry”, Journal of Management, Vol. 19 No. 6, pp. 1009-1043.
Conway, J. M. and Huffcutt, A. I. (2003), “A review and evaluation of exploratory factor analysis practices in organizational research”, Organizational Research Methods, Vol. 6 No. 2, pp. 147-168.
de Chernatony, L. (1999), “Brand management through narrowing the gap between brand identity and brand reputation”, Journal of Marketing Management, Vol. 15, pp. 157-79.
de Chernatony, L. (2001), “A model for strategically building brands”, Journal of Brand Management, Vol. 9 No 4/5, pp. 32-44.
Dittmar, H. (1992), The social psychology of material possessions: To have is to be, New York: St. Martin’s Press.
Druskat, V. U. and Pescosolido, A. T. (2002), “The content of effective teamwork mental models in self-managing teams: Ownership, learning, and heedful interrelating”, Human Relations, Vol. 55, pp. 283-314.
Ehrlich, J. J. and Graeven, D. B. (1971), “Reciprocal self-disclosure in a dyad”, Journal of Experimental Social Psychology, Vol. 7, pp. 389-400.
Einwiller, S. and Will, M. (2002), “Towards an integrated approach to corporate branding – an empirical study”, Corporate Communications, Vol. 7 No. 2, pp. 100.
Eisenberger, R., Huntington, R., Hutchison, S. and Sowa, D. (1986), “Perceived organizational support,” Journal of Applied Psychology, Vol. 71, pp. 500-507.
Eisenberger, R., Fasolo, P. and Davis–LaMastro, V. (1990), “Perceived organizational support and employee diligence, commitment, and innovation,” Journal of Applied Psychology, Vol. 75, pp. 51–59.
Etzioni, A. (1991), “The socio-economics of property”, Journal of Social Behavior and Personality, Vol. 6, pp. 465-468.
Flynn, F. J. (2005), “Identity organizations and forms of social exchange in organization”, Academy of Management Review, Vol. 30 No. 4, pp. 737-750.
Furby, L. (1978), “Possession in humans: An exploratory study of its meaning and motivation,” Social Behavior and Personality, Vol. 6, pp. 49-65.
Girod, S. J. G.. (2005), “The human resource management practice of retail branding: An ethnography within Oxfam trading division”, International Journal of Retailing & Distribution, Vol. 33 No. 6/7, pp. 514-530.
Glick, W. H. (1985), “Conceptualizing and measuring organizational and psychological climate: Pitfalls in multilevel research”, Academy of Management Review, Vol. 10, pp. 601-616.
Han, T. S., Chiang, H. H. and Chang, A . (Forthcoming), “Employee participation, psychological ownership and knowledge sharing: The mediating role of organizational commitment in Taiwan high-tech organizations”, International Journal of Human Resource Management.
Harris, F. and de Chernatony, L. (2001), “Corporate branding and corporate brand performance”, European Journal of Marketing, Vol. 35 No. 3/4, pp. 441-456.
Hatch, M. J. and Schulz, M. (2003), “Bring the corporation into corporate branding”, European Journal of Marketing, Vol. 37 No. 7/8, pp. 1041-1064.
Heck, R. H. and Thomas, S. L. (2000), An introduction to multilevel models techniques. Mahwah NJ: Lawrence Erlbaum Associates.
Hinkin, T. R. (1998), “A brief tutorial on the development of measures for use in survey questionnaires”, Organizational Research Methods, Vol. 1, pp. 104-121.
Hirst, G., Van Dick, R. and Van Knippenberg, D. (2009), “A social identity perspective on leadership and employee creativity”, Journal of Organizational Behavior, Vol. 30, pp. 963-982.
Hofman, D. A. (1997), “An overview of the logic and rationale of hierarchical linear models”, Journal of Management, Vol. 23 No. 6, pp. 723-744.
Hofmann, D. A. (2002), Issues in multilevel research: theory development, measurement, and analysis, In: Rogelberg S G. (Ed.) Handbook of Research Methods in Industrial and Organizational Psychology.
Hogg, M.A. and Terry, D.J. (2000), “Social identity and self-categorization processes in organizational contexts”, Academy of Management Review, Vol. 25 No.1, pp.121-40.
Homans, G. C. (1961), Social behavior, New York: Harcourt, Brace, and World.
James, L. R. (1982), “Aggregation bias in estimates of perceptual agreement”, Journal of Applied Psychology, Vol. 67, pp. 219-229.
Jöreskog, K. G. and Sörbom, D. (1981), LISREL V: Analysis of linear structure relationship by the method of maximum likelihood, Chicago: National Educational Resources.
Kay, M. J. (2006), “Strong brands and corporate brands”, European Journal of Marketing, Vol. 40 No. 7/8, pp. 742-760.
Keller, K. L. (1993), “Conceptualizing, measuring, and managing customer-based brand equity”, Journal of Marketing, Vol. 57, pp.1-22.
Keller, K. L. and Lehmann, D. R. (2001). The brand value chain: Linking strategic and financial performance, working paper, Tuck School of Business, Dartmouth College.
Kidwell, Jr. R. E., Mossholder, K. W. and Bennett, N. (1997), “Cohesive and organizational citizenship behavior: A multilevel analysis using work group and individuals”, Journal of Management, Vol. 23, pp. 775-793.
Knox, S. and Bickerton, D. (2003), “The six conventions of corporate branding”, European Journal of Marketing, Vol. 37 No.7/8, pp. 998-1016.
Kotler, P. and Armstrong, G. (2004), Marketing Management, Prentice-Hall, Englewood Cliffs, NJ.
Kozlowski, S. W. J. and Hults, B. M. (1987), “An exploration of climates for technical updating and performance”, Personnel Psychology, Vol. 40, pp. 539–562.
Leana, C. R. and Van Buren, H. J. (1999), “Organizational social capital and employment practices”, Academy of Management Review, Vol. 24, pp. 538–555.
Leitch, S. and Richardson, N. (2003), “Corporate branding in the new economy”, European Journal of Marketing, Vol. 37 No. 7/8, pp. 1065-1079.
Lerner, J. S. and Tetlock, P. E. (1999), “Accounting for the effects of accountability”, Psychological Bulletin, Vol. 125, pp. 255–275.
Lin, C. P. (2007), “To share or not to share: Modeling tacit knowledge sharing, its mediators and antecedents”, Journal of Business Ethics, Vol. 70, pp. 411-428.
Martin, G., Beaumont, P., Doig, R. and Pate, J. (2005), “Branding: A new performance discourse for HR?” European Management Journal, Vol. 23 No. 1, pp. 76-88.
Masterson, S. S. and Stamper, C. L. (2003), “Perceived organizational membership: An aggregate framework representing the employee-organization relationship”, Journal of Organizational Behavior, Vol. 24, pp. 473-490.
Mayhew, M. G., Ashkanasy, N. M., Bramble, T. and Gardner, J. (2007), “A study of the antecedents and consequences of psychological ownership in organizational settings,” Journal of Social Psychology, Vol. 147, pp. 477-500.
Meyer, J. P., Allen, N. J. and Smith, C. A. (1993), “Commitment to organizations and occupations - Extension and test of a three-component conceptualization”, Journal of Applied Psychology, Vol. 78 No. 4, pp. 538-551.
Meyer, J. P., Becker, T. E. and Van Dick, R. (2006), “Social identities and commitment at work: toward an integrative model”, Journal of Organizational Behavior, Vol. 27, pp. 665-683.
McMillan, D. W. and Chavis, D. M. (1986), “Sense of community: A definition and theory”, Journal of Community Psychology, Vol. 14, pp. 6-23.
Molm, L. and Cook, K. (1995), Social Exchange and Exchange Networks, In K. Cook, G. Fine, and J. House (Eds.), Sociological perspectives on social psychology: 209–235, Boston: Allyn and Bacon.
Mowday, R. T., Steers, R. M. and Porter, L. P. (1979), “The measurement of organizational commitment”, Journal of Vocational Behavior, Vol. 14, pp. 224-47.
Muzellec, L. and Lambkin, M. (2006), “Corporate re branding: destroying, transferring or creating brand equity?” European Management Journal, Vol. 40 No. 7/8, pp. 803-824.
Nesselroade, K. P., Jr., Beggan, J. K. and Allison, S. T. (1999), “Possession enhancement in an interpersonal context: An extension of the mere ownership effect”, Psychology & Marketing, Vol. 16, pp. 21–34.
Nuttin, J. M. Jr. (1987), “Affective consequences of mere ownership: The name letter effect in twelve European languages”, European Journal of Social Psychology, Vol. 17, pp. 381-402.
O’Driscoll, M. P., Pierce J. L. and Coghlan, A. M. (2006), “The psychology of ownership”, Group and Organization Management, Vol. 31 No. 3, pp.388-416.
Organ, D.W. (1988), Organizational citizenship behavior: The good soldier syndrome, Lexington, MA: Lexington, Books.
Organ, D.W. (1990), “The motivational basis of organizational citizenship behavior”, Research in Organizational Behavior, Vol. 12, pp. 43-72.
Piccolo, F. and Coiquitt, A. (2006), “Transformational leadership and job behavior: The mediating role of core job characteristics”, Academy of Management Journal, Vol. 49 No. 2, pp. 327-340.
Pierce J. L., Jussila, I. and Cummings, A. (2009), “Psychological ownership within the job design context: revision of the job characteristics model”, Journal of Organizational Behavior, Vol. 30, pp. 477-496.
Pierce, J. L., Kostova T. and Dirks, K. T. (2001), “Toward a theory of psychological ownership in organizations”, Academy of Management Review, Vol. 26 No. 2, pp. 298-310.
Pierce, J. L., O’ Driscoll, M. P. and Coghlan, A. M. (2004), “Work environment structure and psychological ownership: The mediating effect of control”, Journal of Social Psychology, Vol.144 No. 5, pp. 507-534.
Pierce, J. L., Rubenfeld, S. A. and Morgan, S. (1991), “Employee ownership: A conceptual model of process and effects”, Academy of Management Review, Vol. 16, pp. 121-144.
Podsakoff, P. M., MacKenzie, S. B., Moorman, R. H., and Fetter, R. (1990), “Transformational leader behaviors and their effects on followers’ trust in leader, satisfaction, and organizational citizenship behaviors”, Leadership Quarterly, Vol. 1, pp. 107–142.
Podsakoff, P. M., MacKenzie, S. B., Paine, J. B. and Bachrach, D. G. (2000), “Organizational citizenship behaviors: A critical review of the theoretical and empirical literature and suggestions for future research”, Journal of Management, Vol. 26, pp. 513-563.
Podsakoff, P. M., MacKenzie, S. B. and Podsakoff, N. P. (2003), “Common method biases in behavioral research: A critical review of the literature and recommended remedies”, Journal of Applied Psychology, Vol. 88 No. 5, pp. 879-903.
Ramani, G. and Kumar, V. (2008), “Interaction orientation and firm performance”, Journal of Marketing, Vol. 72, pp. 27-45.
Raudenbush, S. W. and Bryk, A. S. (2002), Hierarchical linear models (2ed.), Newbury Park, CA: Sage Publications, Inc.
Richardson, H. A., Marcia J. S., and Michael C. S. (2009), “A tale of three perspectives: Examining post hoc statistical techniques for detection and correction of common method variance”, Organizational Research Methods, Vo.12 No. 4, pp. 762-800.
Rousseau, D. M. (1989), “Psychological and implied contracts in organizations,” Employee Rights and Responsibilities Journal, Vol. 2, pp. 121-139.
Rousseau, D. M. and Shperling, Z. (2003), “Pieces of action: Ownership and the changing employment relationship”, Academy of Management Review, Vol. 28, pp. 553-570.
Schneider, B., White, S. S. and Paul, M. C. (1998), “Linking service climate and customer perceptions of service quality: Test of a causal model”, Journal of Applied Psychology, Vol. 83, pp. 150–163.
Schwab, D. P. (2005), Research methods for organizational studies, Mahwah, NJ: Lawrence Erlbaum Associates.
Smidts, A., Pruyn, H. and Van Riel, B. M. (2001). “The impact of employee communication and perceived external prestige on organizational identification”, Academy of Management Journal, Vol. 44, pp. 1051-1062.
Snell, S. and Dean, J. (1992), “Integrated manufacturing and human resource management: a human capital perspective”, Academy of Management Journal, Vol. 35, pp. 467–504.
Souiden, N., Kassim, N. M. and Hong, H. J. (2006), “The effects of corporate branding dimensions on consumers’ product evaluation”, European Journal of Marketing, Vol. 40 No. 7/8, pp. 825-845.
Sun, L. Y., Aryee, S. and Law, K.S. (2007), “High-performance human resource practices, citizenship behavior, and organizational performance: A relational perspective”, Academy of Management Journal, Vol. 50 No. 3, pp. 558-577.
Uggla, H. (2006), “The corporate brand association base: A conceptual model for the creation of inclusive brand architecture”, European Journal of Marketing, Vol. 40 No. 7/8, pp. 785-802.
Urde, M. (2001), “Core value-based corporate branding building”, European Journal of Marketing, Vol. 37 No. 7/8, pp. 1017-1040.
Vallaster, C. and de Chernatony, L. (2006), “Internal branding building and structuration: The role of leadership”, European Journal of Marketing, Vol. 40 No. 7/8, pp. 761-84.
Vande Walle, D., Van Dyne, L. and Kostova, T. (1995), “Psychological Ownership: An Empirical Examination of Its Consequences,” Group and Organization Management, Vol. 20, pp. 210-226.
Van Dyne, L. and Pierce, J. L. (2004), “Psychological ownership and feeling of possession: Three field studies predicting employee attitudes and organizational citizenship behavior”, Journal of Organizational Behavior, Vol. 25, pp. 439-459.
Van Knippenberg, D. and Hogg, M. A. (2003), “A social identity model of leadership effectiveness in organizations”, Research in Organizational Behavior, Vol. 25, pp. 243-295.
Van Riel, C. B. M. and Balmer, J. M. T. (1997), “Corporate identity: The concept, its measurement and management”, European Journal of Marketing, Vol. 31 No. 5/6, pp. 340-55.
Vande Walle, D., Van Dyne, L. and Kostova, T. (1995), “Psychological ownership: An empirical examination of its consequences”, Group and Organization Management, Vol. 20, pp. 210-226.
Wang, H., Law, K. S., Hackett, R. D., Wang, D. and Chen, Z. X. (2005), “Leader-member exchange as a mediator of the relationship between transformational leadership and followers’ performance and organizational citizenship behavior”, Academy of Management Journal, Vol. 48 No. 3, pp. 420–432.
Wagner, S. H., Parker, C. P., and Christiansen, N. D. (2003), “Employees that think and act like owners: Effects of ownership beliefs and behaviors on organizational effectiveness,” Personnel Psychology, Vol. 56 No. 4, pp. 847-871.
Whitener, E. M. (2001), “Do “high commitment” human resource practices affect employee commitment? A cross-level analysis using hierarchical linear modeling”, Journal of Management, Vol. 27, pp. 515–535.
Yoo, B. and Donthu, N. (2001), “Developing and validating a multidimensional consumer-based brand equity scale”, Journal of Business Research, Vol. 52, pp. 1-14.
Websites
Managers Today, Taiwan (2008), Website: http://www.managertoday.com.tw/?mod=locality&func=view&id=1384, retrieve on 2010/03/30.
Ministry of Economics, Taiwan (2010), Website: http://www.itia.org.tw/web/index.php, retrieve on 2010/3/30
描述 博士
國立政治大學
企業管理研究所
94355501
98
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0094355501
資料類型 thesis
dc.contributor.advisor 張愛華<br>韓志翔zh_TW
dc.contributor.advisor Chang, Aihwa<br>Han, Tzu Shianen_US
dc.contributor.author (Authors) 江旭新zh_TW
dc.contributor.author (Authors) Chiang, Hsu Hsinen_US
dc.creator (作者) 江旭新zh_TW
dc.creator (作者) Chiang, Hsu Hsinen_US
dc.date (日期) 2009en_US
dc.date.accessioned 3-Sep-2013 14:36:41 (UTC+8)-
dc.date.available 3-Sep-2013 14:36:41 (UTC+8)-
dc.date.issued (上傳時間) 3-Sep-2013 14:36:41 (UTC+8)-
dc.identifier (Other Identifiers) G0094355501en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/59762-
dc.description (描述) 博士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所zh_TW
dc.description (描述) 94355501zh_TW
dc.description (描述) 98zh_TW
dc.description.abstract (摘要) 此篇論文之目的乃是探討品牌心理擁有感之前因與結果因素，本研究欲探討之三個與品牌相關的構念，包括公司品牌管理、品牌心理擁有感、品牌公民行為。第一個構念為公司品牌管理，代表能改善不同利害關係人對公司品牌認知與態度之組織作法；第二構念為品牌心理擁有感，代表能使員工對公司品牌產生所有權感受的心理狀態；第三個構念為品牌公民行為，代表員工擁有品牌導向之利他行為並將品牌精神活出來。本研究採取了兩個步驟，以探討品牌心理擁有感之前因與結果因素，本研究首先進行了公司品牌管理、品牌心理擁有感與品牌公民行為之量表發展，其次，本研究探索了公司品牌管理、品牌心理擁有感、品牌公民行為與品牌權益之跨層次關係。

本研究根據Hinkin (1998)之準則進行量表發展，在公司品牌管理的部分，本研究從台灣連鎖商店的主管獲得275份樣本。在探索性因素分析與驗證性因素分析後，本研究獲得五項公司品牌管理的因素，包括：公司品牌管理的溝通與評估、公司品牌管理之部門間協調、公司品牌管理之領導與利害關係人互動、公司品牌管理之訓練與徵選、公司品牌管理之文化與願景，結果顯示公司品牌管理量表具有良好的穩定性與效度。

在品牌心理擁有感與品牌公民行為的部分，本研究從台灣連鎖商店的第一線員工獲得361份樣本。在探索性因素分析與驗證性因素分析後，本研究獲得三項品牌心理擁有感的因素，包括：品牌自我效能感、品牌責任感、品牌認同感與歸屬感。同樣地，在探索性因素分析與驗證性因素分析後，本研究獲得三項品牌公民行為的因素，包括：品牌之運動家精神與背書、品牌之幫助行為、品牌之考量與提升，結果顯示品牌心理擁有感與品牌公民行為之量表具有良好的穩定性與效度。

從個人層次的分析結果發現，品牌心理擁有感正向影響品牌公民行為，並且大部分之品牌心理擁有感的因素正向影響品牌公民行為的因素。從跨層次的分析結果發現，公司品牌管理正向影響品牌心理擁有感與品牌公民行為，組織層次的品牌公民行為正向影響品牌權益。本研究亦發現，品牌心理擁有感在公司品牌管理與品牌公民行為之間扮演跨層次的中介角色。從跨層次的細部分析結果發現，許多公司品牌管理之因素正向影響品牌心理擁有感與品牌公民行為之因素。本研究亦探討了研究結果討論、研究貢獻、研究限制與未來研究。		zh_TW
dc.description.abstract (摘要) This thesis aims to investigate the antecedent and consequence of brand psychological ownership. Three major constructs related to branding efforts and results studied and explored by this research include corporate branding, brand psychological ownership, and brand citizenship behavior. The first construct, corporate branding, represents practices that improve brand cognitions and brand attitude of multiple stakeholders. The second construct, brand psychological ownership, represents the psychological state that makes employees produce feeling of ownership toward the corporate brand. The third construct, brand citizenship behavior, shows that employees have brand-oriented altruistic spirit and live the brand. In order to explore the antecedent and consequence of brand psychological ownership, two major steps are conducted by this study. First, this study conducts the scale developments of corporate branding, brand psychological ownership, and brand citizenship behavior. Second, this study explores the multilevel relation between corporate branding, brand psychological ownership, brand citizenship behavior, and brand equity.

The guidelines of Hinkin (1998) are followed as the procedures of scale development. As for the scale development of corporate branding, a survey conducted among a sample of 275 managers from the franchise organizations in Taiwan was undertaken. Five factors of corporate branding obtained after EFA and CFA include: communication and evaluation of corporate branding, departmental coordination of corporate branding, leadership and interaction with stakeholders of corporate branding, training and selection of corporate branding, and vision and culture of corporate branding. The results represent a scale of corporate branding with good reliability and validity.

As for scale developments of brand psychological ownership and brand citizenship behavior, a survey conducted among a sample of 361 customer-facing employees from the franchise organizations in Taiwan was undertaken. Three factors of brand psychological ownership obtained after EFA and CFA include: brand self-efficacy, brand accountability and identification and belongingness of brand. Three factors of brand citizenship behavior obtained after EFA and CFA include: sportsmanship and endorsement of brand, helping behavior of brand, and consideration and enhancement of brand. The results represent scales of brand psychological ownership and brand citizenship behavior with good reliability and validity.

In the individual level analyses, brand psychological ownership has a positive effect on brand citizenship behavior, and most factors of brand psychological ownership have positive effects on factors of brand citizenship behavior. In the multilevel analyses, results demonstrate that corporate branding has positive effects on brand psychological ownership and brand citizenship behavior. Organizational-level brand citizenship behavior positively affects brand equity. It is also found that brand psychological ownership fully mediates the relationship between corporate branding and brand citizenship behavior. Detailed analyses show that many factors of corporate branding have positive effects on different factors of brand psychological ownership and brand citizenship behavior. Most factors of brand psychological ownership positively affect factors of brand citizenship behavior. Discussion, contributions, implication, limitation, and future study are also discussed.		en_US
dc.description.tableofcontents Abstract-1

Chapter 1 Introduction-3
1.1 Background and Research Motives-3
1.2 Research Objectives and Questions-13
1.3 Research Process-15
1.4 Expected Contribution-16
1.5 Dissertation Organization-17

Chapter 2 Literature Review-18
2.1 Corporate Branding-18
2.2 Corporate Brand-19
2.3 Key Concepts of Corporate Branding-22
2.4 The Dimensions of Corporate Branding-25
2.5 The Definition of Brand Psychological Ownership-33
2.6 Key Concepts of Organizational Psychological Ownership and Brand Psychological Ownership-34
2.7 Brand Psychological Ownership, Brand Commitment, and Organizational Commitment-38
2.8 Dimensions of Psychological Ownership and Brand Psychological Ownership-40
2.9 The Definitions of Dimensions of Brand Psychological Ownership-41
2.10 Brand Psychological Ownership in Diversified Branding Strategies-44
2.11 The Definition of Brand Citizenship Behavior-45
2.12 The Concepts and Dimensions of Brand Citizenship Behavior-46
2.13 The Definitions of Dimensions of Brand Citizenship Behavior-49
2.14 Brand Citizenship Behavior in Diversified Branding Strategies-52
2.15 Summary-54

Chapter 3 Scale Development-55
3.1 Organization-level Variable: Corporate Branding-55
3.2 Individual-level Variables: Brand Psychological Ownership and Brand Citizenship Behavior-77
3.3 Further Examination of Validity-106

Chapter 4 Hypotheses Development and Research Framework-121
4.1 The Antecedent and Consequence of Brand Psychological Ownership-122
4.2 Social Identity Theory, Social Exchange Theory and Corporate Branding-125
4.3 Hypotheses-127

Chapter 5 Research Methodology and Analytical Results-145
5.1 Procedures Used to Justify Aggregation-145
5.2 Aggregation of the Constructs-146
5.3 Descriptive Statistics of Multilevel Data-148
5.4 Sample Procedures-149
5.5 Measurement-150
5.6 Common Method Variance-152
5.7 Results of Research Model-154
5.8 Detailed Analyses of Research Model-163

Chapter 6 Conclusion and Suggestion-172
6.1 Discussions of Hypotheses-172
6.2 Implications and Suggestion-178
6.3 Contributions, Limitations and Future Study-187

Reference-192

Appendix-208
Table 1 Organization-level Questionnaires-208
Table 2 Individual-level Questionnaires-BPO-210
Table 3 Individual-level Questionnaires-BCB-211
Table 4 Questionnaires of Brand Equity-212
Table 5 Franchise Organizations That Accept Surveys-213
Table 6 Participants of In-depth Interviews of Corporate Branding-214
Table 7 Participants of In-depth Interviews of BPO and BCB-215
Table 8 Multilevel Data Collection Procedure -216
Chinese Questionnaire of Corporate Branding-217
Chinese Questionnaire of BPO and BCB-221
Chinese Questionnaire of Brand Equity-227

Figures
Figure 1-1 Research Process-16
Figure 2-1 The Relationship between the Two Constructs: Brand citizenship Behavior and Organizational Citizenship Behavior-53
Figure 3-1: Measure Model of Corporate Branding-74
Figure 3-2: Secondary CFA of Corporate Branding-75
Figure 3-3: Measurement Model of Brand Psychological Ownership-98
Figure 3-4: Secondary CFA of Brand Psychological Ownership-99
Figure 3-5: Measurement Model of Brand Citizenship Behavior-101
Figure 3-6: Secondary CFA of Brand Citizenship Behavior-102
Figure 3-7 Measurement Model of BPO and BCB-107
Figure 3-8 Measurement Model of BPO, OPO and OC-112
Figure 3-9 Measurement Model of BPO, BCB and OCB-116
Figure 4-1 Research Framework-143

Tables
Table 2-1 A Comparison between Corporate and Product Brands-20
Table 2-2 Key Concepts of Corporate Brand, Corporate Identity, Corporate Image, and Corporate Reputation-22
Table 2-3 Key Concepts of Corporate Branding-23
Table 2-4 Dimensions of Corporate Branding-26
Table 2-5 Comparison between Organizational Psychological Ownership and
Brand Psychological Ownership-37
Table 2-6 Key Concepts of Brand Psychological Ownership, Brand Commitment and Organizational Commitment-38
Table 2-7 Dimensions of Psychological Ownership and Brand Psychological Ownership-41
Table 2-8 Dimensions of Organizational Citizenship Behaviors and Brand Citizenship Behavior-49
Table 3-1 Key Concepts of Corporate Branding Obtained from In-depth Interviews-57
Table 3-2 Expertise Validity of Corporate Branding-62
Table 3-3 EFA of Corporate Branding (Varimax Rotation)-67
Table 3-4 Items of Communication and Evaluation of Corporate Branding-69
Table 3-5 Items of Departmental Coordination of Corporate Branding-70
Table 3-6 Leadership and Interaction with Stakeholders of Corporate Branding-71
Table 3-7 Items of Training and Selection of Corporate Branding-72
Table 3-8 Items of Vision and Culture of Corporate Branding-73
Table 3-9 CFA of Corporate Branding-73
Table 3-10 PHI, SE, and T in Measure Model of Corporate Branding-76
Table 3-11 Standardized λ and T in Measure Model of Corporate Branding-77
Table 3-12 Key Concepts of Brand Psychological Ownership Obtained from In-depth Interviews-80
Table 3-13 Key Concepts of Brand Citizenship Behavior Obtained from In-depth Interviews-82
Table 3-14 Expertise Validity of Brand Psychological Ownership-84
Table 3-15 Expertise Validity of Brand Citizenship Behavior-86
Table 3-16 EFA of Brand Psychological Ownership (Varimax Rotation)-90
Table 3-17 EFA of Brand Citizenship Behavior (Varimax Rotation)-91
Table 3-18 Items of Identification and Belongingness of Brand-93
Table 3-19 Items of Brand Self-efficacy-93
Table 3-20 Items of Brand Accountability-94
Table 3-21 Items of Sportsmanship and Endorsement of Brand-95
Table 3-22 Items of Helping Behaviors of Brand-95
Table 3-23 Items of Consideration and Enhancement of Brand-96
Table 3-24 CFA of Brand Psychological Ownership-98
Table 3-25 Fitness indices of Brand Citizenship Behavior-101
Table 3-26 PHI, SE, and T in Measurement Model of Brand Psychological Ownership-103
Table 3-27 Standardized λ and T in Measurement Model of Brand Psychological Ownership-104
Table 3-28 PHI, SE, and T in Measurement Model of Brand Citizenship Behavior-105
Table 3-29 Standardized λ and T in Measurement Model of Brand Citizenship Behavior-105
Table 3-30 Fitness indices of Brand Citizenship Behavior-108
Table 3-31 PHI, SE, and T in Measurement Model of BPO and BCB-108
Table 3-32 Standardized λ and T in Measurement Model of BPO and BCB-109
Table 3-33 Items of Organizational Psychological Ownership-111
Table 3-34 Items of Organizational Commitment-111
Table 3-35 PHI, SE, and T of Measurement Model of BPO, OPO and OC-113
Table 3-36 Standardized λ and T of Measurement Model of BPO, OPO and OC-113
Table 3-37 Items of Organizational Citizenship Behavior-115
Table 3-38 PHI, SE, and T in Measurement Model of BPO, BCB and OCB-117
Table 3-39 Standardized λ and T in Measurement Model of BPO, BCB and OCB-117
Table 5-1 Procedures Used to Justify Aggregation-146
Table 5-2 Values of rwg-148
Table 5-3 Values of ICC (1) and ICC (2)-148
Table 5-4 Data Utilized in Multilevel Analyses-149
Table 5-5 Fitness indices of Different Models-154
Table 5-6 Means, Standard Deviation, and Correlations of Research Constructs-155
Table 5-7 Null Model-157
Table 5-8 Hierarchical Linear Modeling Results of the Proposed Model-161
Table 5-9 Hierarchical Linear Modeling Results: Brand PO on Band CB (Detailed Analyses)-165
Table 5-10 Hierarchical linear modeling results of the proposed model (Detailed Analyses)-168		zh_TW
dc.format.extent 1724886 bytes-
dc.format.mimetype application/pdf-
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0094355501en_US
dc.subject (關鍵詞) 公司品牌管理zh_TW
dc.subject (關鍵詞) 品牌心理擁有感zh_TW
dc.subject (關鍵詞) 品牌公民行為zh_TW
dc.subject (關鍵詞) 量表發展zh_TW
dc.subject (關鍵詞) 多層次分析zh_TW
dc.subject (關鍵詞) corporate brandingen_US
dc.subject (關鍵詞) brand psychological ownershipen_US
dc.subject (關鍵詞) brand citizenship behavioren_US
dc.subject (關鍵詞) scale developmenten_US
dc.subject (關鍵詞) multilevel analysesen_US
dc.title (題名) 品牌心理擁有感之前因與結果因素之研究：量表發展與多層次之研究方法zh_TW
dc.title (題名) A study of the antecedent and consequence of brand psychological ownership:Scale development and multilevel approachesen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) Abratt, R. (1989), “A new approach to the corporate image management process”, Journal of Marketing Management, Vol. 5 No. 1, pp. 63-76.
Ailawadi, K. L., Lehmann, D. R. and Neslin, S. A. (2003), “Revenue premium as an outcome measure of brand equity”, Journal of Marketing, Vol. 67, pp. 1-17.
Allen, D. G., Shore, L. M. and Griffeth, R. W. (2003), “The role of perceived organizational support and supportive human resource practices in the turnover process”, Journal of Management, Vol. 29 No. 1, pp. 99-118.
Aseleage, J. and Eisenberger, R. (2003), “Perceived organizational support and psychological contracts: A theoretical integration”, Journal of Organizational Behavior, Vol. 24, pp. 491-509.
Aaker, D. A. (1991), Managing Brand Equity, New York: The Free Press.
Ashforth, B. E. and Mael, F. (1989), “Social identity theory and the organization”, Academy of Management Review, Vol. 14 No. 1, pp. 20-39.
Aurand, T. W., Gorchels, L. and Bishop, T. R. (2005), “Human resource management’s role in internal branding: An opportunity for cross-functional brand message synergy”, The Journal of product and Brand Management, Vol. 14 No. 2/3, pp. 163-169.
Avey, J. B., Avolio, B. J., Crossley, C. D. and Luthans, F. (2009), “Psychological ownership: Theoretical extensions, measurement and relation to work outcome”, Journal of Organizational Behavior, Vol. 30, pp. 173-191.
Balmer, J.M.T. (1998), “Corporate identity and the advent of corporate marketing”, Journal of Marketing Management, Vol. 4, pp. 963-96.
Balmer, J. M. T. (2001), “Corporate identity, corporate branding, and corporate marketing: Seeing through the fog”, European Journal of Marketing, Vol. 35 No. 3/4, pp. 248-291.
Balmer, J. M. T. and Gray, E. R. (2003), “Corporate brands: what are they? What of them?” European Journal of Marketing, Vol. 37 No. 7/8, pp. 972-997.
Balmer, J.M.T. (2008), “Identity based views of the corporation: Insights from corporate identity, organizational identity, social identity, visual identity and corporate image”, European Journal of Marketing, Vol. 42 No. 9-10, pp. 879-906.
Bartels, J. A., Ad Pruyn, M. and Inge, J. (2007), “Multiple organizational identification levels and the impact of external prestige and communication climate”, Journal of Organizational Behavior, Vol. 28, pp. 173-190.
Baron, R. M. and Kenny, D. A. (1986), “The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations”, Journal of Personality and Social Psychology, Vol. 51, pp. 1173–1182.
Belk, R. W. (1988), “Possessions and the Extended Self,” Consumer Research, Vol. 15, pp. 139-168.
Bettencourt, L. A. and Brown, S. W. (1997), “Customer-contact employees: Relationships among workplace fairness, job satisfaction and prosocial service behaviors”, Journal of Retailing, Vol. 73 No. 1, pp. 39–61.
Bettencourt, L.A., Gwinner, K.P. and Meuter, M.L. (2001), “A comparison of attitude, personality, and knowledge predictors of service-oriented organizational citizenship behaviors”, Journal of Applied Psychology, Vol. 86 No. 1, pp. 29-41.
Blau, P. M. (1964), Exchange and power in social life, New York: Wiley.
Blau, P. M. (1986), Exchange and Power in Social Life, New Brunswick, NJ: Transaction Publishers.
Brexendorf, T. O. and Kernstock, J. (2007), “Corporate behavior vs. brand behavior: Towards an integrated view?” Journal of Brand Management: Special Issue: Corporate Marketing and the Branding of the London, Vol. 15 No. 1, pp. 32-41.
Burmann, C. and Zeplin, S. (2005), “Building brand commitment: A behavioral approach to internal brand management”, The Journal of Brand Management, Vol. 12 No. 4, pp. 279-300.
Burmann, C., Zeplin, S. and Reily, N. (2009), “Key determinants of internal brand management success: An exploratory empirical analysis”, Journal of Brand Management, Vol. 16 No. 4, pp. 264-284.
Chen, G. and Klimoski, R. J. (2003), “The impact of expectations on newcomer performance in teams as mediated by work characteristics, social exchange, and empowerment”, Academy of Management Journal, Vol. 46 No. 5, pp. 591-607.
Chi, N. W. and Han, T. S. (2008), “Exploring the linkages between formal ownership and psychological ownership for the organization: The mediating role of organizational justice”, Journal of Occupational and Organizational Psychology, Vol. 81, pp. 691-711.
Chiu, S. F., Han, T. S. and Lin, Y. J. (2002), “Employee participation and organizational citizenship behavior: The case of Taiwan’s electronics industry”, Journal of Management, Vol. 19 No. 6, pp. 1009-1043.
Conway, J. M. and Huffcutt, A. I. (2003), “A review and evaluation of exploratory factor analysis practices in organizational research”, Organizational Research Methods, Vol. 6 No. 2, pp. 147-168.
de Chernatony, L. (1999), “Brand management through narrowing the gap between brand identity and brand reputation”, Journal of Marketing Management, Vol. 15, pp. 157-79.
de Chernatony, L. (2001), “A model for strategically building brands”, Journal of Brand Management, Vol. 9 No 4/5, pp. 32-44.
Dittmar, H. (1992), The social psychology of material possessions: To have is to be, New York: St. Martin’s Press.
Druskat, V. U. and Pescosolido, A. T. (2002), “The content of effective teamwork mental models in self-managing teams: Ownership, learning, and heedful interrelating”, Human Relations, Vol. 55, pp. 283-314.
Ehrlich, J. J. and Graeven, D. B. (1971), “Reciprocal self-disclosure in a dyad”, Journal of Experimental Social Psychology, Vol. 7, pp. 389-400.
Einwiller, S. and Will, M. (2002), “Towards an integrated approach to corporate branding – an empirical study”, Corporate Communications, Vol. 7 No. 2, pp. 100.
Eisenberger, R., Huntington, R., Hutchison, S. and Sowa, D. (1986), “Perceived organizational support,” Journal of Applied Psychology, Vol. 71, pp. 500-507.
Eisenberger, R., Fasolo, P. and Davis–LaMastro, V. (1990), “Perceived organizational support and employee diligence, commitment, and innovation,” Journal of Applied Psychology, Vol. 75, pp. 51–59.
Etzioni, A. (1991), “The socio-economics of property”, Journal of Social Behavior and Personality, Vol. 6, pp. 465-468.
Flynn, F. J. (2005), “Identity organizations and forms of social exchange in organization”, Academy of Management Review, Vol. 30 No. 4, pp. 737-750.
Furby, L. (1978), “Possession in humans: An exploratory study of its meaning and motivation,” Social Behavior and Personality, Vol. 6, pp. 49-65.
Girod, S. J. G.. (2005), “The human resource management practice of retail branding: An ethnography within Oxfam trading division”, International Journal of Retailing & Distribution, Vol. 33 No. 6/7, pp. 514-530.
Glick, W. H. (1985), “Conceptualizing and measuring organizational and psychological climate: Pitfalls in multilevel research”, Academy of Management Review, Vol. 10, pp. 601-616.
Han, T. S., Chiang, H. H. and Chang, A . (Forthcoming), “Employee participation, psychological ownership and knowledge sharing: The mediating role of organizational commitment in Taiwan high-tech organizations”, International Journal of Human Resource Management.
Harris, F. and de Chernatony, L. (2001), “Corporate branding and corporate brand performance”, European Journal of Marketing, Vol. 35 No. 3/4, pp. 441-456.
Hatch, M. J. and Schulz, M. (2003), “Bring the corporation into corporate branding”, European Journal of Marketing, Vol. 37 No. 7/8, pp. 1041-1064.
Heck, R. H. and Thomas, S. L. (2000), An introduction to multilevel models techniques. Mahwah NJ: Lawrence Erlbaum Associates.
Hinkin, T. R. (1998), “A brief tutorial on the development of measures for use in survey questionnaires”, Organizational Research Methods, Vol. 1, pp. 104-121.
Hirst, G., Van Dick, R. and Van Knippenberg, D. (2009), “A social identity perspective on leadership and employee creativity”, Journal of Organizational Behavior, Vol. 30, pp. 963-982.
Hofman, D. A. (1997), “An overview of the logic and rationale of hierarchical linear models”, Journal of Management, Vol. 23 No. 6, pp. 723-744.
Hofmann, D. A. (2002), Issues in multilevel research: theory development, measurement, and analysis, In: Rogelberg S G. (Ed.) Handbook of Research Methods in Industrial and Organizational Psychology.
Hogg, M.A. and Terry, D.J. (2000), “Social identity and self-categorization processes in organizational contexts”, Academy of Management Review, Vol. 25 No.1, pp.121-40.
Homans, G. C. (1961), Social behavior, New York: Harcourt, Brace, and World.
James, L. R. (1982), “Aggregation bias in estimates of perceptual agreement”, Journal of Applied Psychology, Vol. 67, pp. 219-229.
Jöreskog, K. G. and Sörbom, D. (1981), LISREL V: Analysis of linear structure relationship by the method of maximum likelihood, Chicago: National Educational Resources.
Kay, M. J. (2006), “Strong brands and corporate brands”, European Journal of Marketing, Vol. 40 No. 7/8, pp. 742-760.
Keller, K. L. (1993), “Conceptualizing, measuring, and managing customer-based brand equity”, Journal of Marketing, Vol. 57, pp.1-22.
Keller, K. L. and Lehmann, D. R. (2001). The brand value chain: Linking strategic and financial performance, working paper, Tuck School of Business, Dartmouth College.
Kidwell, Jr. R. E., Mossholder, K. W. and Bennett, N. (1997), “Cohesive and organizational citizenship behavior: A multilevel analysis using work group and individuals”, Journal of Management, Vol. 23, pp. 775-793.
Knox, S. and Bickerton, D. (2003), “The six conventions of corporate branding”, European Journal of Marketing, Vol. 37 No.7/8, pp. 998-1016.
Kotler, P. and Armstrong, G. (2004), Marketing Management, Prentice-Hall, Englewood Cliffs, NJ.
Kozlowski, S. W. J. and Hults, B. M. (1987), “An exploration of climates for technical updating and performance”, Personnel Psychology, Vol. 40, pp. 539–562.
Leana, C. R. and Van Buren, H. J. (1999), “Organizational social capital and employment practices”, Academy of Management Review, Vol. 24, pp. 538–555.
Leitch, S. and Richardson, N. (2003), “Corporate branding in the new economy”, European Journal of Marketing, Vol. 37 No. 7/8, pp. 1065-1079.
Lerner, J. S. and Tetlock, P. E. (1999), “Accounting for the effects of accountability”, Psychological Bulletin, Vol. 125, pp. 255–275.
Lin, C. P. (2007), “To share or not to share: Modeling tacit knowledge sharing, its mediators and antecedents”, Journal of Business Ethics, Vol. 70, pp. 411-428.
Martin, G., Beaumont, P., Doig, R. and Pate, J. (2005), “Branding: A new performance discourse for HR?” European Management Journal, Vol. 23 No. 1, pp. 76-88.
Masterson, S. S. and Stamper, C. L. (2003), “Perceived organizational membership: An aggregate framework representing the employee-organization relationship”, Journal of Organizational Behavior, Vol. 24, pp. 473-490.
Mayhew, M. G., Ashkanasy, N. M., Bramble, T. and Gardner, J. (2007), “A study of the antecedents and consequences of psychological ownership in organizational settings,” Journal of Social Psychology, Vol. 147, pp. 477-500.
Meyer, J. P., Allen, N. J. and Smith, C. A. (1993), “Commitment to organizations and occupations - Extension and test of a three-component conceptualization”, Journal of Applied Psychology, Vol. 78 No. 4, pp. 538-551.
Meyer, J. P., Becker, T. E. and Van Dick, R. (2006), “Social identities and commitment at work: toward an integrative model”, Journal of Organizational Behavior, Vol. 27, pp. 665-683.
McMillan, D. W. and Chavis, D. M. (1986), “Sense of community: A definition and theory”, Journal of Community Psychology, Vol. 14, pp. 6-23.
Molm, L. and Cook, K. (1995), Social Exchange and Exchange Networks, In K. Cook, G. Fine, and J. House (Eds.), Sociological perspectives on social psychology: 209–235, Boston: Allyn and Bacon.
Mowday, R. T., Steers, R. M. and Porter, L. P. (1979), “The measurement of organizational commitment”, Journal of Vocational Behavior, Vol. 14, pp. 224-47.
Muzellec, L. and Lambkin, M. (2006), “Corporate re branding: destroying, transferring or creating brand equity?” European Management Journal, Vol. 40 No. 7/8, pp. 803-824.
Nesselroade, K. P., Jr., Beggan, J. K. and Allison, S. T. (1999), “Possession enhancement in an interpersonal context: An extension of the mere ownership effect”, Psychology & Marketing, Vol. 16, pp. 21–34.
Nuttin, J. M. Jr. (1987), “Affective consequences of mere ownership: The name letter effect in twelve European languages”, European Journal of Social Psychology, Vol. 17, pp. 381-402.
O’Driscoll, M. P., Pierce J. L. and Coghlan, A. M. (2006), “The psychology of ownership”, Group and Organization Management, Vol. 31 No. 3, pp.388-416.
Organ, D.W. (1988), Organizational citizenship behavior: The good soldier syndrome, Lexington, MA: Lexington, Books.
Organ, D.W. (1990), “The motivational basis of organizational citizenship behavior”, Research in Organizational Behavior, Vol. 12, pp. 43-72.
Piccolo, F. and Coiquitt, A. (2006), “Transformational leadership and job behavior: The mediating role of core job characteristics”, Academy of Management Journal, Vol. 49 No. 2, pp. 327-340.
Pierce J. L., Jussila, I. and Cummings, A. (2009), “Psychological ownership within the job design context: revision of the job characteristics model”, Journal of Organizational Behavior, Vol. 30, pp. 477-496.
Pierce, J. L., Kostova T. and Dirks, K. T. (2001), “Toward a theory of psychological ownership in organizations”, Academy of Management Review, Vol. 26 No. 2, pp. 298-310.
Pierce, J. L., O’ Driscoll, M. P. and Coghlan, A. M. (2004), “Work environment structure and psychological ownership: The mediating effect of control”, Journal of Social Psychology, Vol.144 No. 5, pp. 507-534.
Pierce, J. L., Rubenfeld, S. A. and Morgan, S. (1991), “Employee ownership: A conceptual model of process and effects”, Academy of Management Review, Vol. 16, pp. 121-144.
Podsakoff, P. M., MacKenzie, S. B., Moorman, R. H., and Fetter, R. (1990), “Transformational leader behaviors and their effects on followers’ trust in leader, satisfaction, and organizational citizenship behaviors”, Leadership Quarterly, Vol. 1, pp. 107–142.
Podsakoff, P. M., MacKenzie, S. B., Paine, J. B. and Bachrach, D. G. (2000), “Organizational citizenship behaviors: A critical review of the theoretical and empirical literature and suggestions for future research”, Journal of Management, Vol. 26, pp. 513-563.
Podsakoff, P. M., MacKenzie, S. B. and Podsakoff, N. P. (2003), “Common method biases in behavioral research: A critical review of the literature and recommended remedies”, Journal of Applied Psychology, Vol. 88 No. 5, pp. 879-903.
Ramani, G. and Kumar, V. (2008), “Interaction orientation and firm performance”, Journal of Marketing, Vol. 72, pp. 27-45.
Raudenbush, S. W. and Bryk, A. S. (2002), Hierarchical linear models (2ed.), Newbury Park, CA: Sage Publications, Inc.
Richardson, H. A., Marcia J. S., and Michael C. S. (2009), “A tale of three perspectives: Examining post hoc statistical techniques for detection and correction of common method variance”, Organizational Research Methods, Vo.12 No. 4, pp. 762-800.
Rousseau, D. M. (1989), “Psychological and implied contracts in organizations,” Employee Rights and Responsibilities Journal, Vol. 2, pp. 121-139.
Rousseau, D. M. and Shperling, Z. (2003), “Pieces of action: Ownership and the changing employment relationship”, Academy of Management Review, Vol. 28, pp. 553-570.
Schneider, B., White, S. S. and Paul, M. C. (1998), “Linking service climate and customer perceptions of service quality: Test of a causal model”, Journal of Applied Psychology, Vol. 83, pp. 150–163.
Schwab, D. P. (2005), Research methods for organizational studies, Mahwah, NJ: Lawrence Erlbaum Associates.
Smidts, A., Pruyn, H. and Van Riel, B. M. (2001). “The impact of employee communication and perceived external prestige on organizational identification”, Academy of Management Journal, Vol. 44, pp. 1051-1062.
Snell, S. and Dean, J. (1992), “Integrated manufacturing and human resource management: a human capital perspective”, Academy of Management Journal, Vol. 35, pp. 467–504.
Souiden, N., Kassim, N. M. and Hong, H. J. (2006), “The effects of corporate branding dimensions on consumers’ product evaluation”, European Journal of Marketing, Vol. 40 No. 7/8, pp. 825-845.
Sun, L. Y., Aryee, S. and Law, K.S. (2007), “High-performance human resource practices, citizenship behavior, and organizational performance: A relational perspective”, Academy of Management Journal, Vol. 50 No. 3, pp. 558-577.
Uggla, H. (2006), “The corporate brand association base: A conceptual model for the creation of inclusive brand architecture”, European Journal of Marketing, Vol. 40 No. 7/8, pp. 785-802.
Urde, M. (2001), “Core value-based corporate branding building”, European Journal of Marketing, Vol. 37 No. 7/8, pp. 1017-1040.
Vallaster, C. and de Chernatony, L. (2006), “Internal branding building and structuration: The role of leadership”, European Journal of Marketing, Vol. 40 No. 7/8, pp. 761-84.
Vande Walle, D., Van Dyne, L. and Kostova, T. (1995), “Psychological Ownership: An Empirical Examination of Its Consequences,” Group and Organization Management, Vol. 20, pp. 210-226.
Van Dyne, L. and Pierce, J. L. (2004), “Psychological ownership and feeling of possession: Three field studies predicting employee attitudes and organizational citizenship behavior”, Journal of Organizational Behavior, Vol. 25, pp. 439-459.
Van Knippenberg, D. and Hogg, M. A. (2003), “A social identity model of leadership effectiveness in organizations”, Research in Organizational Behavior, Vol. 25, pp. 243-295.
Van Riel, C. B. M. and Balmer, J. M. T. (1997), “Corporate identity: The concept, its measurement and management”, European Journal of Marketing, Vol. 31 No. 5/6, pp. 340-55.
Vande Walle, D., Van Dyne, L. and Kostova, T. (1995), “Psychological ownership: An empirical examination of its consequences”, Group and Organization Management, Vol. 20, pp. 210-226.
Wang, H., Law, K. S., Hackett, R. D., Wang, D. and Chen, Z. X. (2005), “Leader-member exchange as a mediator of the relationship between transformational leadership and followers’ performance and organizational citizenship behavior”, Academy of Management Journal, Vol. 48 No. 3, pp. 420–432.
Wagner, S. H., Parker, C. P., and Christiansen, N. D. (2003), “Employees that think and act like owners: Effects of ownership beliefs and behaviors on organizational effectiveness,” Personnel Psychology, Vol. 56 No. 4, pp. 847-871.
Whitener, E. M. (2001), “Do “high commitment” human resource practices affect employee commitment? A cross-level analysis using hierarchical linear modeling”, Journal of Management, Vol. 27, pp. 515–535.
Yoo, B. and Donthu, N. (2001), “Developing and validating a multidimensional consumer-based brand equity scale”, Journal of Business Research, Vol. 52, pp. 1-14.
Websites
Managers Today, Taiwan (2008), Website: http://www.managertoday.com.tw/?mod=locality&func=view&id=1384, retrieve on 2010/03/30.
Ministry of Economics, Taiwan (2010), Website: http://www.itia.org.tw/web/index.php, retrieve on 2010/3/30		zh_TW