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題名:和平文化經營理念與品牌形象之關係兼論員工士氣之干擾影響-美、日、英MNE在台子公司之比較研究
作者:呂煒琳
作者(外文):Lu, Wei-Lin
校院名稱:中國文化大學
系所名稱:國際企業管理學系
指導教授:林彩梅
學位類別:博士
出版日期:2014
主題關鍵詞:和平文化經營理念品牌形象員工士氣managerial philosophy of peace culturebrand imageemployee morale
原始連結:連回原系統網址new window
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本研究經由文獻及邏輯之推理,發現和平文化經營理念、品牌形象與員工士氣之關係不清,有必要進一步釐清和平文化經營理念對品牌形象之影響,同時本研究也探究員工士氣對和平文化經營理念與品牌形象之關係是否具干擾影響。
本研究共發出325份問卷,去除填答不完整之無效問卷,而有效問卷共有213份,回收率66%。實證結果顯示,和平文化經營理念與理品牌形象的知名度呈現顯著正向關係,和平文化經營理念與品牌形象忠誠度呈現顯著正向關係,和平文化經營理念與品牌形象滿意度呈現顯著正向關係;員工士氣能顯著正向影響和平文化經營理念對品牌形象之效果。
Existing literature or/and logical reasoning cannot explain the relationship between management philosophy of peace culture, brand image and employee morale. Hence, there is a need to further clarify the impact of the management philosophy of peace culture to brand image. On the other hand, this study is to examine whether the mod-eration effect of staff morale on management philosophy of peace culture and the brand image is existing.
This study leverage survey to collect research data. 325 copies of questionnaires have been sent, while a total of 213 valid question-naires, the recovery rate of 66%. The empirical results show that management philosophy of peace culture and awareness of brand image showed a significant positive relationship. The management philosophy of peace culture and loyalty of brand image showed a significant positive relationship. The management philosophy of peace culture and satisfaction of brand image showed a significant positive relationship. And, employee morale showed significantly positive effect on the relationship between management philosophy of peace culture and the brand image.
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