隨著內部品牌管理（internal branding）在企業行銷策略日益重要，組織內部對於員工的品牌知識管理與傳遞可使公司品牌提升競爭力，在市場中脫穎而出。品牌知識傳遞（brand knowledge dissemination）被定義為組織以有意義和相關的方式將品牌知識從組織層轉移到員工個體的程度，以幫助員工提供客戶更好的品牌服務（King & Grace,2010;Thomas, Baker, Adam Rapp, Tracy Meyer, & Ryan Mullins,2014）品牌知識傳播可以提供員工品牌相關的價值觀以及訊息，進而使員工內化品牌價值並產生心理擁有感（Chiang, Chang, Han & McConville,2013）。當員工意識層接收到品牌知識且內化為自我價值觀時，會透過社會交換理論機制產生品牌心理擁有感，進而表現在品牌一致行為、顧客導向行為、品牌參與以及正面口碑等品牌形塑行為（Löhndorf & Diamantopoulos, 2014）。然而以往研究鮮少探討上述變數間關係，故本研究欲探討品牌知識傳遞、品牌心理擁有感、員工品牌形塑行為三者之間的關係，並加入角色明確性作為品牌心理擁有感與品牌形塑行為間的調節變項。
本研究以餐飲服務業人員為主要調查對象，共回收有效問卷351份。本研究採用結構方程模式進行資料分析，分析結果發現：1.品牌知識傳遞對品牌心理擁有感具有顯著正向影響效果; 2.品牌心理擁有感對員工品牌形塑行為呈顯著正向影響; 3.品牌知識傳遞對員工品牌形塑行為具有顯著正向影響效果; 4.品牌心理擁有感在品牌知識傳遞與品牌形塑行為的影響關係間具有部分中介效果。5.角色明確性在品牌心理擁有感與品牌形塑行的影響關係間具有正向調節效果。
本研究意涵可歸納為: 1.透過品牌知識傳遞，可以使員工產生有助於組織發展的品牌形塑行為，提升組織競爭力。2.品牌知識傳遞可以讓員工獲得充分且正確的品牌資訊，使員工產生組織認同與增強情感連結，並對公司產生品牌心理擁有感。3.品牌心理擁有感有助於員工產生品牌形塑行為，這顯示員工對品牌認同時，會產生品牌心理擁有感，進而展現品牌形塑行為。4.品牌知識傳遞會透過品牌心理擁有感的部分中介效果影響員工品牌形塑行為5.角色明確性可以提升品牌心理擁有感影響品牌形塑行為的程度。在學術意涵上，本研究可與社會交換理論對話，透過提供品牌知識與資訊讓員工充分了解組織與品牌，使員工透過品牌相關正向行為進行組織回饋，也可藉由社會認同的心理機制，將對於品牌的認同與理解轉化為自發性的正向行為。在實務意涵方面，組織可透過建立良好有效的品牌知識傳遞管道，讓員工充分了解品牌資訊，並且成為對外行銷的品牌大使。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。

With the increasing importance of internal branding in corporate marketing strategies, the management and delivery of brand knowledge to employees within the organization can enhance the company's brand competitiveness and help the brand stand out in the market. Brand knowledge dissemination is defined as the extent to which an organization transfers brand knowledge from the organizational practices to individual employees in a meaningful and relevant way to help employees provide better brand services to customers (King & Grace, 2010 ; Thomas, Baker, Adam Rapp, Tracy Meyer, & Ryan Mullins, 2014). Brand knowledge dissemination can provide employees with brand-related values and messages, which in turn enables employees to internalize brand value and generate a sense of psychological ownership (Chiang, Chang, Han & McConville, 2013). When the employee receives brand knowledge and internalizes it into self-values, it will generate a sense of brand psychological ownership through the social exchange mechanism and show on brand building behaviors, such as brand consistent behavior, customer-oriented behavior, brand participation, and positive word-of-mouth (Löhndorf & Diamantopoulos, 2014). However, previous studies rarely explored the relationship between the above variables, so this research aims to explore the relationships among brand knowledge dissemination, brand psychological ownership, and brand building behavior, and use role clarity as the moderator in the relationship between brand psychological ownership and brand building behavior.

This study collectsed 351 data from the service-oriented catering industry, and examine the relationship between variables by structural equation models. The analytical results show that: (1) Brand knowledge dissemination positively affects brand psychological ownership. (2) Brand psychological ownership positively affects brand building behavior. (3) Brand knowledge dissemination positively affects brand building behavior. (4) Brand psychological ownership mediates the relationship between brand knowledge dissemination and brand building behavior. (5) Role clarity moderates the relationship between rand psychological ownership and brand building behavior. Contributions, implications, and future studies will also be discussed.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究流程 6
第二章 文獻探討 8
第一節 品牌知識傳遞 8
第二節 品牌心理擁有感 14
第三節 品牌形塑行為 20
第四節 角色明確性 27
第五節 社會交換理論 32
第六節 研究假設推論 36
第三章 研究方法 43
第一節 研究架構 43
第二節 研究對象與樣本蒐集 44
第三節 研究變項的操作型定義及測量工具 45
第四節 資料分析方法 53
第五節 探索性因素分析 56
第六節 橫量模式分析結果 65
第七節 信度分析 75
第八節 共同方法變異 77
第四章 研究結果 78
第一節 樣本敘述性統計分析 78
第二節 相關分析 80
第三節 結構方程分析 81
第四節 迴歸分析 86
第五章 結論與建議 87
第一節 結論 87
第二節 管理意涵 91
第三節 研究貢獻 95
第四節 限制與建議 100
參考文獻102
附錄問卷119

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