以美食著名的台灣，餐飲服務業已成為重要之產業，經濟部統計處的統計數據亦指出餐飲服務業的營業額已逐年增加。在競爭激烈的環境下，餐飲服務業品牌將如何溝通呢？本研究站在 Burmann and Zeplin (2005)的觀點，透過品牌溝通，促使組織成員產生品牌承諾。組織成員參與品牌決策後對品牌有認同感時，將會產生品牌利他行為如品牌公民行為，顯示品牌溝通會影響員工品牌態度與員工品牌行為。然而，從過往的研究及相關文獻中，鮮少有研究者探討品牌溝通對員工品牌參與、品牌承諾與品牌公民行為之影響關係，顯示此為重要研究方向。據此，本研究在於探討各研究變項之跨層次關係。
　　由於本研究以知名連鎖餐飲業為研究對象，對主管與員工發放問卷，因此包含各個不同層面的構面，為了瞭解不同層次之對象的想法與各構面的關係，因此本研究採用跨層次分析方法 (Hierarchical Linear Modeling, HLM)驗證品牌溝通、員工品牌參與、品牌承諾與品牌公民行為之跨層次關係。本次研究針對 26家餐飲服務業品牌發放問卷，總共發放 520份問卷，回收有效問卷為 337 份（有效回收率 64.81%）。分析結果發現：1. 品牌溝通與員工品牌參與之間具有正向影響；2. 品牌溝通與品牌承諾之間具有正向影響；3. 品牌溝通與品牌公民行為之間具有正向影響； 4. 員工品牌參與正向影響品牌承諾；5. 品牌承諾與品牌公民行為之間具有正向影響；6. 員工品牌參與及品牌公民行為之間具有正向影響；7. 品牌承諾在員工品牌參與及品牌公民行為之間具中介效果。
　　本研究意涵包括︰1.組織可藉由品牌溝通向組織成員傳達信念、價值與意涵；2.當員工心理認同與信任品牌時，對品牌就會有忠誠與承諾；3.員工對品牌具有高度承諾時，便會產生利於公司的品牌公民行為進而達到強化品牌效果與推展。本研究依此研究結果提出之結論、意涵、 研究限制與未來研究方向，供日後實務界與後續研究之具體參考。

Because of famous food in Taiwan, service industry has become important. According to statistics from Ministry of Economic, revenue of service industry has increased yearly. In the competitive environment, how do service companies conduct brand communication? Building on Burmann and Zeplin (2005), the organization makes employees produce brand commitment through brand communication. Organizational members who participate in brand-related decision making produce a strong sense of brand identification and show brand altruistic behavior, such as brand citizenship behavior. It shows brand communication will affect the employees’ brand attitude and brand behavior. In the past research, few researchers have explored the relationships among brand communication, employee brand participation, brand commitment and brand citizenship behavior, showing it is an important research direction. Thus, this study plans to investigate the relationship between these research variables.

This study collects data from the well-known food & beverage franchise organizations. In order to understand multilevel viewpoints, managers and employees are invited to fill questionnaires. Therefore, this study used Hierarchical Linear Modeling to examine the mutltilevel relationships among brand communication, employee brand participation, brand commitment and brand citizenship behavior. This study collected questionnaires from 26 food & beverage franchise organizations. 520 questionnaires were sent, this study got 329 valid questionnaires (The valid rate is 63.3%). The analytical results include: 1. Brand communication affects employee brand participation positively; 2. Brand communication affects brand commitment positively; 3. Brand communication affects brand citizenship behavior positively; 4. Employee brand participation affects brand commitment positively; 5. Brand commitment affects brand citizenship behavior positively; 6. Employee brand participation affects brand citizenship behavior positively; 7. Brand commitment mediates the relationship between employee brand participation and brand citizenship behavior. Conclusion, suggestion, implication, limitation and future studies are discussed.

目 次
第一章 緒論-------------------------------------------------------1
第一節 研究背景與動機----------------------------------------------1
第二節 研究目的----------------------------------------------------2
第三節 研究流程----------------------------------------------------3

第二章 文獻探討----------------------------------------------------7
第一節 品牌溝通----------------------------------------------------7
一、組織溝通定義與內涵---------------------------------------------7
二、內部行銷定義與內涵--------------------------------------------10
三、品牌溝通定義與內涵--------------------------------------------14
第二節 員工品牌參與-----------------------------------------------19
一、員工參與定義與內涵--------------------------------------------19
二、員工品牌參與定義與內涵-----------------------------------------21
第三節 品牌承諾---------------------------------------------------23
一、組織承諾定義與內涵--------------------------------------------23
二、品牌承諾定義與內涵--------------------------------------------25
第四節 品牌公民行為-----------------------------------------------28
一、組織公民行為定義與內涵-----------------------------------------28
二、品牌公民行為定義與內涵-----------------------------------------30
第五節 研究假設推論-----------------------------------------------34
一、品牌溝通與員工品牌參與之關係-----------------------------------34
二、品牌溝通與品牌承諾之關係---------------------------------------34
三、品牌溝通與品牌公民行為之關係-----------------------------------36
四、員工品牌參與及品牌承諾之關係-----------------------------------36
五、品牌承諾與品牌公民行為之關係-----------------------------------37
六、員工品牌參與及品牌公民行為之關係--------------------------------38
七、品牌承諾在員工品牌參與及品牌公民行為之中介效果-------------------38

第三章 研究方法---------------------------------------------------41
第一節 研究架構與研究假設------------------------------------------41
第二節 研究對象及資料蒐集------------------------------------------42
第三節 研究變項的操作型定義與測量工具-------------------------------44
一、品牌溝通-----------------------------------------------------44
二、員工品牌參與--------------------------------------------------45
三、品牌承諾-----------------------------------------------------46
四、品牌公民行為--------------------------------------------------46
第四節 資料分析方法-----------------------------------------------48
一、 敘述性統計---------------------------------------------------48
二、 皮爾森相關分析-----------------------------------------------48
三、 信度分析----------------------------------------------------48
四、 效度分析----------------------------------------------------48
五、 共同方法變異-------------------------------------------------49
六、 驗證性因素分析-----------------------------------------------49
七、 跨層次分析方法-----------------------------------------------49
第五節 衡量模式分析結果-------------------------------------------51
一、區辨效度-----------------------------------------------------51
二、聚合效度-----------------------------------------------------52
第六節 共同方法變異數---------------------------------------------56

第四章 研究結果---------------------------------------------------57
第一節 樣本敘述性統計分析------------------------------------------57
第二節 研究變項的相關分析------------------------------------------59
第三節 信度分析---------------------------------------------------61
第四節 虛無模式---------------------------------------------------62
第五節 跨層次分析-------------------------------------------------63
第六節 品牌承諾之中介效果------------------------------------------67

第五章 結論與建議-------------------------------------------------68
第一節 假設成立表-------------------------------------------------68
第二節 討論與管理意涵---------------------------------------------71
第三節 研究貢獻---------------------------------------------------74
第四節 研究實務上建議---------------------------------------------75
第五節 研究限制與未來展望研究方向----------------------------------76

參考文獻---------------------------------------------------------77
中文部分---------------------------------------------------------77
英文文獻---------------------------------------------------------80
問卷部分---------------------------------------------------------92


表 次
表2-1 組織溝通定義-------------------------------------------------8
表2-2 內部行銷定義------------------------------------------------11
表2-3 品牌溝通定義------------------------------------------------15
表2-4 組織承諾定義------------------------------------------------24
表3-1 問卷回收公司名稱及問卷回收率---------------------------------43
表3-2 品牌溝通量表------------------------------------------------44
表3-3 員工品牌參與量表--------------------------------------------45
表3-4 品牌承諾量表------------------------------------------------46
表3-5 品牌公民行為量表--------------------------------------------47
表3-6 聚合方程式檢驗指標之計算-------------------------------------50
表3-7 Φ值、標準誤與T值--------------------------------------------51
表3-8 標準化後λ值與T值--------------------------------------------52
表4-1 受訪員工之基本屬性表----------------------------------------57
表4-2 相關分析---------------------------------------------------60
表4-3 各構面之信度分析結果----------------------------------------61
表4-4 虛無模式---------------------------------------------------62
表4-5 品牌溝通的ICC1、ICC2與rwg-----------------------------------62
表4-6 組織與員工跨層次分析----------------------------------------63
表4-7 員工個人層次分析--------------------------------------------65
表5-1 假設成立表-------------------------------------------------68


圖 次
圖1-1 研究流程----------------------------------------------------6
圖2-1 溝通實踐促使情感性承諾---------------------------------------10
圖2-2 服務三角示意圖----------------------------------------------13
圖2-3 內部行銷、心理依附與服務導向組織公民行為關係圖-----------------13
圖2-4 內部品牌管理------------------------------------------------17
圖2-5 內部品牌管理------------------------------------------------17
圖2-6 員工品牌參與決策產生之影響效果-------------------------------20
圖2-7 品牌特質模式------------------------------------------------22
圖2-8 員工品牌承諾金字塔------------------------------------------27
圖2-9 組織公民行為與品牌公民行為之關係圖示--------------------------30
圖2-10 品牌品牌公民行為-------------------------------------------31
圖2-11 公司品牌、品牌公民行為與品牌權益之間關係架構圖----------------32
圖2-12 組織支持與品牌公民行為之因果關係圖---------------------------33
圖3-1 研究架構圖-------------------------------------------------41
圖3-2 衡量模式T數值-----------------------------------------------54
圖3-3 衡量模式λ數值-----------------------------------------------55

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5. 江旭新、鄭宇廷（2015）。國際觀光旅館之品牌文化、品牌契合、品牌心理擁有感與品牌公民行為之關係探討：跨層次分析。觀光休閒學報，21(1)，21-53。
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二、英文部份
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