本研究以國際觀光旅館為研究對象，針對主管、第一線員工與顧客發放問卷，以了解不同層次之對象的想法，因此採用跨層次分析方法(Hierarchical Linear Modeling)驗證品牌人力資源管理、品牌契合、品牌公民行為、顧客滿意度與顧客公民行為之跨層次關係。主管有效問卷為172份，第一線員工有效問卷為323份，顧客有效問卷為256份。分析結果發現：1.品牌人力資源管理對品牌契合呈正向影響；2.品牌契合對品牌公民行為呈正向影響；3.品牌人力資源管理對品牌公民行為呈正向影響；4.品牌公民行為對顧客滿意度呈正向影響；5.顧客滿意對顧客公民行為呈正向影響；6.品牌契合在品牌人力資源管理與品牌公民行為間具有完全中介效果。顯示品牌人力資源管理的相關策略及活動，可讓員工產生正向的品牌契合、品牌公民行為，並藉此提升顧客滿意度，促使其展現顧客公民行為。

This study collected data from managers, front-line employees and customers of International tourist hotels in order to understand multilevel perspectives and phenomenon. This study utilized Hierarchical Linear Modeling to investigate the multilevel relationships among brand-centered HRM, person-brand fit, brand citizenship behavior, customer satisfaction and customer citizenship behavior. We obtained the valid sample from 23 hotels, including 172 managers, 323 front-line employees, and 256 customers. The analytical results include: 1. brand-centered HRM affects person-brand fit positively. ; 2. Person-brand fit affects brand citizenship behavior positively. ; 3. Brand-centered HRM affects brand citizenship behavior positively. ;4.Brand citizenship behavior affects customers satisfaction positively. ; 5.Customers satisfaction affects customer citizenship behavior positively.；6. Person-brand fit mediates the relationship between brand-centered HRM and brand citizenship behavior.

第一章 緒論 (p.1-4)
第二章 文獻探討 (p.5-41)
第三章 研究方法 (p.42-54)
第四章 研究結果 (p.55-64)
第五章 結論與建議 (p.65-69)
參考文獻 (p.70-78)
附錄 (p.79-84)

江旭新、鄭宇廷(2015)。品牌文化、品牌契合、品牌心理擁有感與品牌公民行為之跨層次關係探討。觀光休閒學報 ，21(1)，21-53。

Burmann, C. and Zeplin, S. (2005), Building brand commitment: a behavioral approach to internal brand management, The Journal of Brand Management,12 (4), pp. 279-300.

Chang, A., Chiang, H. H. & Han, T. S. (2012). A multilevel investigation of relationships among rand-centered HRM, brand psychological ownership, brand citizenship behaviors, and customer satisfaction, European Journal of Marketing, 46(5), 626 – 662.

Chiang, H. H., Chang, A., Han, T. S.& McConville, D. (2013). Corporate branding, brand psychological ownership and brand citizenship behaviour : multilevel analysis and managerial implications. Journal of General Management, 39(1), 55-80