五星级酒店品牌导向对员工品牌资产的影响机制研究

Research on the Influence Mechanism of Brand Orientation of Five-star Hotels on Employee Brand Equity

提升员工品牌资产不仅是增强酒店核心竞争优势、增加酒店品牌价值的主要举措,也是塑造酒店品牌形象、减少品牌建设内外部差异的重要途径。文章以注意力基础观的相关理论为指导,结合五星级酒店内部品牌导向、品牌识别、品牌内化机制和员工品牌资产的具体内涵,构建了品牌导向对员工品牌资产的跨层次影响机制模型,并运用企业层面和员工层面的匹配数据,通过SPSS和Mplus软件对理论模型进行了实证检验。结果发现:(1)在品牌导向各维度之间,品牌导向价值观对品牌导向规范有正向影响;品牌导向规范对品牌导向行为和品牌导向人工制品有积极的促进作用;品牌导向人工制品正向影响品牌导向行为。(2)品牌导向行为对品牌识别产生正向影响。(3)品牌识别对品牌内化机制产生积极的促进作用。(4)品牌内化机制正向影响员工品牌资产。文章剖析并验证了五星级酒店内部品牌建设的逻辑路径,为酒店行业的品牌内化管理提供了参考。

Enhancing employee brand equity is not only a major measure to strengthen a hotel’s core competitiveness and brand value,but also an important way to shape the hotel’s brand image and reduce internal and external differences in brand building.Guided by relevant theories of attentionbased view,this paper took 93 five-star hotels in China as samples and built the model of cross-level influence mechanism of brand orientation on employee brand equity in combination with the internal brand orientation,brand identity,brand internalization mechanism and the concrete connotation of employee brand equity of five-star hotels.By using the matched data at the enterprise and employee levels,this paper conducted an empirical test on the theoretical model with SPSS and Mplus software and obtained the following findings.(1)Among the four dimensions of the brand orientation of five-star hotels,brand-oriented values cannot directly influence brand-oriented behaviors,but instead influence them indirectly in two ways:first,brand-oriented values influence brand-oriented behaviors through the mediating effect of brand-oriented norms;second,based on the mediating effect of brand-oriented norms,brand-oriented values further influence brand-oriented behaviors through the mediating effect of brandoriented artifacts;(2)brand-oriented behaviors of five-star hotels have a positive role in promoting brand identity;(3)brand identity of five-star hotels has a positive influence on brand internalization mechanism;(4)brand internalization mechanism of five-star hotels has a positive influence on employee brand equity.The theoretical model and empirical results given in this paper throw an important light on hotel brand building and management.(1)Brand orientation is a situational factor in the internal brand building of five-star hotels,which shapes and influences the development direction of the hotel brand.Hotel managers should conduct in-depth analysis specific to the cultural and behavioral dimensions of brand orientations to provide necessary preconditions for building and cultivating a strong brand.(2)Brand identity is the focus of decision makers of five-star hotels.It not only defines the connotation of the brand,but also specifies the concrete configuration of brand building,and plays an important role in the successful realization of the brand-oriented strategy.Therefore,brand managers should carefully build the brand identity and conduct effective communication to ensure the consistency of understanding among personnel at different levels.(3)Brand internalization mechanism is the configurative factor of attention structure of five-star hotels,which influences the concentration and distribution of the attention of decision makers and thus influences the employee brand equity.Hotel managers should unblock the various communication channels and decision-making procedures of the organization and effectively transfer the decision makers’attention focus to employees.(4)Employee brand equity showcases the effect of the brand building behavior of five-star hotels,conveys the brand value and shapes the brand image.Hotel managers should actively foster the internal communication environment and continuously improve the employee brand equity,so as to reduce the gap between brand image and customer experience and enhance the brand’s competitiveness.