過去研究多探討品牌領導對於整體組織之內部品牌化的影響，較少著墨品牌轉換型領導與品牌交易型領導的差異，也較忽視員工個人特質與其心理機制從中的影響。現今社會中，若領導者風格的與當前工作理念之主觀認知符合長遠生涯規劃，品牌價值感與員工自我特質可提升組織的競爭力。故本研究將分別針對兩種領導方式對品牌支持行為的影響、品牌自我效能感在之中的中介效果以及調節效果加以探討。研究採用結構方程模型探討各構面間關係，並針對品牌交易型領導對品牌支持行為的影響提出潛在的中介式調節模型。
本研究藉由紙本問卷發放共400份，回收有效問卷351份。採用的統計衡量模式包含信、效度分析、探索性因素分析及迴歸分析，同時也使用結構方程模式進行研究之假說驗證。而統計分析結果呈現：1.品牌領導對工品牌支持行為具有正向影響效果；2.品牌領導對員工品牌自我效能感具有正向影響效果；3.員工品牌自我效能與員工品牌支持行為具有正向影響效果；4.員工品牌自我效能感會中介領導者品牌領導與員工品牌支持行為之正向效果；5.員工主動性人格會弱化品牌轉換型領導對員工品牌自我效能感之正向關係。
本研究根據以上研究結果，將研究意涵統整如下：1.企業可藉由品牌領導來形塑員工的品牌支持行為；2.基於自我決定理論，組織應形塑品牌領導下員工的品牌自我效能感；3.員工品牌自我效能在品牌轉換型領導對支持行為的影響存在完全中介效果，顯示在員工感知轉換型領導策略後，他們自身的品牌自我效能感對其展現品牌支持行為有完全的詮釋效果；4.主動性人格較高的員工在品牌交易型領導的帶領下，會對其品牌自我效能感有弱化的影響。根據以上研究結果，本研究提出學術與實務意涵，並期望能為後續品牌相關研究提出未來之方向建議。

Prior research about the influence of brand leadership on the internal branding, the difference between brand-specific transformational leadership and brand transactional leadership, personal characteristics and employees’ psychological mechanisms were seldom discussed. Nowadays, the fitness between leadership style and work philosophy are associated with the personal career development, brand values and self-characteristics, thus enhancing organizational competitiveness. Therefore, this study will explore the relationships among two leadership styles, brand self-efficacy, brand supporting behavior, and proactive personality. The structural equation model is utilized to explore the relationships between above-mentioned variables.
This study collected data from the service-oriented catering industry. 400 questionnaires were distributed and 351 valid questionnaires were returned, indicating the valid response rate is 87.8 %. Reliability and validity analyses were conducted by exploratory factor analysis and measurement model. The examinations of hypotheses were conducted through structural equation modeling. The results show 1. Brand leadership has a positive effect on brand supporting behavior; 2. Brand leadership positively affects employee brand self-efficacy; 3. Employee brand self-efficacy positively affects brand support behavior have a positive effect Effect; 4. Employee brand self-efficacy mediates the relationship between two types of brand leadership and brand supporting behavior; 5.Practive personality will weaken the positive relationship between brand-specific transformation leadership and brand self-efficacy.
According to results mentioned above, the implications are summarized as follows: 1. Organization should encourage employees’ brand supporting behavior through brand leadership; 2. Based on self-determination theory, organizations should shape employees’ brand self-efficacy through brand leadership; 3. It shows that employees perceive the transformational leadership strategy, their brand self-efficacy has a full effect on their brand support behaviors. 4. Under the brand-specific transactional leadership, employees with high proactive personalities will have a low feeling of brand self-efficacy. Contributions, implications, and future studies will also be discussed.

誌謝辭 i
摘要 ii
英文摘要 iii
表次 v
圖次 vi
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第貳章 文獻探討 7
第一節 品牌領導 7
第二節 品牌自我效能感 13
第三節 品牌支持行為 19
第四節 主動性人格 25
第五節 自我決定理論 30
第六節 研究假設發展 32
第參章 研究方法 37
第一節 研究架構 37
第二節 研究對象與樣本蒐集 38
第三節 研究變項的操作型定義及測量工具 39
第四節 資料分析方法 45
第五節 衡量模式分析 47
第六節 共同方法變異 58
第七節 因素分析 59
第肆章 研究結果 64
第一節 描述性統計分析 64
第二節 相關分析 66
第三節 結構方程分析 68
第四節 回歸分析 77
第伍章 結論與建議 76
第一節 假設驗證歸納 76
第二節 討論與說明 78
第三節 研究貢獻與意涵 82
第四節 研究限制與未來建議 86
參考文獻 88
附錄 問卷 98

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