组织品牌内化及员工品牌内化的整体概念模型研究

A Study of the Integrated Conceptual Model of Organization and Employee Brand Internalization

品牌内化是以一种更为平衡的方式来谋求品牌的持久竞争优势,包括员工品牌内化和组织品牌内化。员工品牌内化程度可以通过员工品牌知识、品牌认同、品牌承诺和品牌行为等来进行识别;组织品牌内化程度可以从品牌编码、品牌理念、品牌管理组织、品牌领导关注等来进行识别。基于员工和基于组织的品牌内化并不是割裂的,员工在组织品牌内化的基础上,将品牌理念与自身工作紧密联系起来,使品牌承诺与品牌行为达成一致。

Brand internalization, including staff brand internalization and organization brand internalization, is a more balanced way to seek a lasting competitive advantage of the brand. The degree of staff brand internalization can be identified through employee＇s brand knowledge, brand identity, brand promise and brand behavior; and the degree of organization brand internalization can be identified through brand coding, brand philosophy, brand management organization, brand leadership. The brand internalization of both organization and staff is not separated; on the basis of the organization brand internalization, the employees relate the brand concept with their own work closely, then the brand promise and brand behavior tends to be consistent.