员工品牌的价值:从员工品牌依恋到公司品牌忠诚的转化

The Role of Employee Brand:Transformation from Employee Brand Attachment to Corporate Brand Loyalty

当前,对员工在公司品牌共创中的作用已形成共识,员工品牌化因此备受重视,但员工个人品牌创建对公司品牌共创的独特性影响尚缺乏相应研究。文章从消费者与员工品牌的依恋关系出发,基于品牌依恋资源观理论模型和刻板印象内容模型等理论,构建了消费者对员工品牌依恋的成因及其影响概念模型,并以发型师为研究对象,通过收集美容美发行业数据对假设模型进行了验证。研究发现:服务热情、专业能力和职业道德能够影响消费者对员工品牌依恋的形成;员工品牌依恋既可直接影响消费者的公司品牌忠诚,也可通过员工品牌忠诚或公司品牌依恋的中介机制转化为公司品牌忠诚。文章还讨论了研究结论对公司品牌管理和服务管理的重要启示。

At present,there is a consensus on the role of employees in the co-creation of the company s brand,so employee branding has been attached great importance to.However,there is still a lack of relevant research on the impact of employee s personal brand building on the company s brand co-creation.Starting from the attachment relationship between consumers and employees’brands,this paper constructs a conceptual model of the causes and effects of employees’brand attachment based on theories such as resource view model of brand attachment and stereotype content model.The hypothesis model was verified by collecting data of hairdressing industry.It is found that service enthusiasm,professional competence and professional ethics can influence the formation of brand attachment.Employee brand attachment can not only directly affect company brand loyalty,but also be transformed into company brand loyalty through the intermediary mechanism of employee brand loyalty or company brand attachment.The paper also discusses the important implications of the research conclusions for corporate brand management and service management.