内部品牌化背景下员工品牌相关行为研究评介

A Literature Review of Employee's Brand-related Behavior under the Background of Internal Branding

随着理论及实践的发展,越来越多的学者认识到员工行为与服务品牌价值一致的重要性。在此背景下,学者们提出了一些概念来描述对品牌表现出来的积极的行为,其中品牌公民行为和员工品牌建设行为最为全面和最具代表性。本研究对品牌公民行为和员工品牌建设行为进行综述,梳理了它们的概念、维度构成及前置影响因素,并结合组织公民行为研究了三者间的内在关系,最后对未来的研究方向进行了归纳。

Employees play a major role in internal branding,however, prior literature on the idea of employees as brand builders is rather vague in terminology. Views of employees as ＂brand ambassadors＂ or ＂brand maniacs,＂ ＂brand champions,＂ and ＂brand evangelists＂, do not provide a concrete concept. With the development of the theory and practice, marketing researchers proposed the concepts of brand citizenship behavior and employees brand building behavior. In this paper, the defi nitions, dimensions and antecedentsof these two brand-related behaviors are reviewed. Finally, the future research directions are explored.