品牌内化提升社会组织员工品牌绩效的中介路径研究——基于中国非营利部门员工问卷调查数据的实证分析  

The Research on the Mediating Pathway of Internal Branding to Improve Brand Performance for Employees in Social Organizations:Based on the Empirical Analysis of Chinese Nonprofit Employees Questionnaire Survey

作　　者：张冉[1] ZHANG Ran

机构地区：[1]华东师范大学公共管理学院

出　　处：《中央财经大学学报》2021年第11期95-107,共13页Journal of Central University of Finance & Economics

基　　金：国家社会科学基金一般项目“社会组织品牌化的本土建构与效能机制研究”(项目编号:2014BGL210)。

摘　　要：品牌内化在向员工传递品牌知识的同时,可以强化员工对品牌的正面态度,继而提升员工品牌绩效。尽管以往研究成果已涉及品牌内化与员工品牌支持行为间的关系,但对品牌内化影响员工品牌绩效中介路径方面的论证尚有不足且缺乏来自非营利部门数据的实证分析。笔者基于组织行为学和心理学相关理论,在构建品牌内化影响员工品牌绩效的一阶段调节链式中介模型的基础上,借助于对290名来自中国大陆262家社会组织员工问卷调查的数据,采用结构方程模型、层次回归分析,实证了品牌内化与员工品牌绩效间的中介路径及其边界条件。研究结果显示:品牌认同和品牌留职倾向在品牌内化影响员工品牌绩效的过程中具有链式中介作用;个人-组织匹配在品牌内化对品牌认同的直接影响和对品牌绩效的间接影响(品牌认同为中介)中具有调节作用。本研究通过中国社会组织员工问卷调查数据的实证分析,揭示出品牌内化在提升社会组织员工品牌绩效过程中的链式中介路径及其边界条件,从非营利部门领域拓展了品牌内化研究对象的范围,深化了品牌内化与员工品牌绩效间中介路径方面的学术探讨,研究结论为社会组织实践品牌内化及其增进员工品牌绩效提供了理论依据。Whilst communicating brand knowledge to employees,internal branding could strengthen employees positive attitudes towards the brand,thus improving employees brand performance.Though previous studies have examined the relationship between internal branding and employees brand-supportive behaviors,the research on the mediating pathway of internal branding's effects on employees brand performance is still scarce,and there is a lack of empirical research on the data from the nonprofit sector.Based on the theories related to organizational behavior and psychology,the author advocated a first-stage moderated chain-mediation model for the effects of internal branding on employees brand performance.With a sample of 290 employees from 262 social organizations in China's mainland,using the structural equation model and hierarchical regression,the paper conducted an empirical study on the mediating pathway and its boundary condition of internal branding to employees brand performance.The results showed that,brand identification and brand retention intention played a chain-mediating role in the effects of internal branding on employees brand performance;there existed a moderating role for person-organization fit on the effects of internal branding on brand identification directly and brand performance indirectly(via brand identification).With an empirical study on the data of the nonprofit employees,the research shows the chain-mediating pathway and boundary conditions of internal branding to improve nonprofit employees brand performance,expands the research object of internal branding to the nonprofit sector,and deepens the academic exploration on the medicating pathway for the effects of internal branding on employees brand performance,and the research conclusions also have important implications for social organizations to implement the internal branding practices and facilitate employees brand performance.

关 键 词：品牌内化 品牌绩效 社会组织 个人-组织匹配 品牌留职倾向 

分 类 号：F272.92[经济管理—企业管理]