過去有關雇主品牌管理的研究多將焦點放在人才招募，較忽視雇主品牌管理對內部員工的影響。現今人才重視的條件不再只是公司所提供的福利政策，工作意義感已成為現今員工追求的目標之一。此外，雇主品牌管理影響員工行為及態度之研究亦著墨甚少，且工作意義感、員工自我概念和員工品牌權益間關係之研究也較為缺乏。由於本研究之變數存在於不同層次，因此本研究將探討雇主品牌管理的影響，以及和工作意義感、員工品牌權益及員工自我概念間之跨層次關係。
本研究以金融產業從業人員為研究對象，透過問卷調查法進行研究，共收集有效問卷373份，包含29間公司。透過衡量模式進行效度分析、信度分析，並以多層次線性模式進行假設檢驗。分析結果顯示：1.雇主品牌管理對員工品牌權益具有顯著正向影響效果；2.雇主品牌管理對工作意義感具有顯著正向影響效果；3. 工作意義感對員工品牌權益呈顯著正向影響；4.工作意義感在雇主品牌管理與員工品牌權益間具有跨層次中介效果；5. 員工自我概念在工作意義感及員工品牌權益之間具有調節效果。
根據上述研究結果，本研究將研究意涵歸納為以下幾點：1.組織可以透過雇主品牌管理提升員工品牌權益；2.透過雇主品牌管理，有助於提升員工的工作意義感；3.員工的工作意義感可提升員工品牌權益，顯示工作意義感對雇主品牌管理的重要性；4.工作意義感的部份中介效果，顯示雇主品牌管理能透過員工的工作意義感，提升員工的品牌公民行為、留職意願及正向口碑行為；5.員工的實際自我與品牌一致性可強化工作意義感與員工品牌權益之關係，顯示員工自我概念之重要性；本研究藉此結果提出學術與實務意涵，期望為後續研究提供未來的建議與方向。

Prior research on employer branding mostly focused on the recruitment of talents, however, few researchers examined the impact of employer branding on the current employees. Nowadays, what talents value is no longer just the welfare provided by the organization, the work meaningfulness has become one of the purposes pursued by employees. Besides, few studies focused on the behavior and attitude of employees affected by the employer branding and the relationship among work meaningfulness, employee self-concept, and employee brand equity. Since our research variables exist on multiple levels, therefore, this study investigates the multilevel relationship among employer branding, work meaningfulness, employee self-concept, and employee brand equity.
Questionnaire survey was utilized by this study to collect data, from 373 employees of 29 companies in the financial industry. Hierarchical linear modeling was utilized to examine hypothesises. Results show that: 1. employer branding has a direct positive effect on employee brand equity; 2. employer branding affects work meaningfulness positively; 3. work meaningfulness positively affects employee brand equity; 4. work meaningfulness plays a mediating role in a multilevel relationship between employer branding and employee brand equity; 5. employees’ actual self brand-congruence and ideal self brand-congruence moderate the relationship between work meaningfulness and employee brand equity.
According to the results mentioned above, this study summarizes the research implications as follows: 1. Organizations can enhance employee brand equity through employer branding; 2. Organizations can enhance employees' work meaningfulness through employer branding,; 3. employees’ work meaningfulness can enhance employee brand equity, revealing the importance of work meaningfulness in employer branding; 4. The mediating role of work meaningfulness, demonstrating that employer branding can enhance employees’ work meaningfulness, thereby enhancing the intention to stay, brand citizenship behaviors, and positive word-of-mouth; 5. employees’ actual self brand-congruence can strengthen the relationship between work meaningfulness and employee brand equity, showing the importance of employee self-concept; Based on the results, this study proposes academic and practical implications, and hopes to provide recommendations and directions for future research.

誌謝辭
中文摘要
英文摘要
目次
表次
圖次
第壹章 緒論------------------------------1
第一節 研究背景與動機---------------------1
第二節 研究目的---------------------------7
第三節 研究流程---------------------------8
第貳章 文獻探討---------------------------10
第一節 雇主品牌管理-----------------------10
第二節 工作意義感-------------------------18
第三節 員工品牌權益-----------------------25
第四節 員工自我概念-----------------------33
第五節 社會交換理論-----------------------39
第六節 社會認同理論-----------------------42
第七節 研究假設發展-----------------------45
第參章 研究方法---------------------------52
第一節 研究架構---------------------------52
第二節 研究對象與樣本蒐集------------------53
第三節 研究變項的操作型定義及測量工具-------54
第四節 資料分析方法-----------------------61
第五節 信效度分析-------------------------64
第六節 共同方法變異-----------------------75
第肆章 研究結果---------------------------76
第一節 描述性統計-------------------------76
第二節 相關分析---------------------------78
第三節 共線性診斷-------------------------80
第四節 跨層次分析-------------------------81
第伍章 研究結論與建議---------------------88
第一節 假設驗證歸納-----------------------89
第二節 討論與說明-------------------------90
第三節 研究貢獻與意涵---------------------94
第四節 研究限制與未來建議------------------98
第陸章 參考文獻---------------------------100
附錄 問卷--------------------------------121

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