服务企业员工品牌内化量表构建与作用机制：基于组织和员工两层面领导的视角

The principles of services and goods branding are fairly similar at the brand’s conceptual level, however, the execution of service branding may require quite different approaches compared with that of tangible products. Services branding particularly emphasizes on customers’ brand experience, the role of service employees in shaping customer experience, and consistency among different touch points. These characteristics pose great challenges to the management of service companies in terms of how to build a strong brand. In order to create a powerful service brand, frontline employees should accept the brand value as their own values, form positive emotional connections with brand, and deliver the explicit and/or implicit brand promise targeted toward the customer through their brand-related behaviors; this process is termed as employee brand internalization, which provides a unique perspective of brand building for service companies..This study aims to explore the relationships among leadership, employee brand internalization, and brand equity. This study divides into four interrelated parts: firstly, a standardized procedure of scale development will be employed to explore the construct structure and measurement of employee brand internalization; secondly, multilevel structural equation modeling will be utilized to empirically examine the effects of multi-level (organization vs. individual), multiple types (vertical leadership vs. shared leadership vs. self-leadership) of leadership on employee brand internalization, as well as the effects of aggregated employee brand internalization on brand equity; thirdly, as suggested by the second study, vertical leadership is a major driver of shared leadership, self-leadership, and employee brand internalization, however, researchers have conflicting views on the origin of leadership (born vs. made). In this part, a field experiment will be employed to investigate whether vertical leaders can learn vertical leadership (empowering leadership in this study) through training; fourthly, latent profile analysis will be applied to explore the latent profiles of employees according to their responses on measures of employee brand internalization, and examine the predictive effect of employees’ self-leadership on their class membership. .This study is an interdisciplinary research combining service management, brand management, and leadership theory; it is hoped that this study will provide a unique and valuable perspective of brand building for service companies, as well as a way of promoting the development quality of service industry in China.

服务品牌的独特性使得服务企业品牌建设迥异于制造企业，员工品牌内化可以为服务企业品牌建设提供独特视角。本课题探讨领导、员工品牌内化与品牌资产之间的作用机制。主要内容包括：①通过规范的量表开发与测试程序，探索服务企业员工品牌内化的结构组成及测量。②运用多层结构方程模型，检验不同层面（组织vs.员工）、不同类型（垂直型vs.共享型vs.自我领导）的领导对员工品牌内化的影响，以及员工品牌内化对品牌资产的影响。③垂直型领导是员工品牌内化的启动因素，针对垂直型领导的两种相互矛盾观点（天生vs.后天习得），通过实地实验考察培训是否可以塑造管理者的垂直型领导行为。④利用潜在剖面分析，考察员工内部的个体差异，并考察员工的自我领导对其类别属性的预测效应。本课题属于服务管理、品牌管理与领导学的跨领域研究，致力于为服务企业品牌建设提供独特的理论视角，帮助服务企业建立强势的品牌资产，从而助推我国服务业优质高效发展。

从宏观经济角度，我国经济“服务化”进程越来越快，但与此同时，我国服务业质量明显滞后于规模增长。从微观企业角度，我国服务企业经营管理普遍存在对服务品牌的特殊性认识不足、过于强调品牌外部建设而忽略品牌内部建设等现实问题。员工品牌内化被认为是服务企业品牌管理的重中之重。鉴于此，本项目旨在界定员工品牌内化的内涵及关键命题，开发员工品牌内化量表，实证考察垂直领导方式和员工自我领导对员工品牌内化的影响，以及员工品牌内化对服务品牌资产的影响。自立项以来，课题组已经在《旅游学刊》、《Tourism Management》等权威期刊发表论文11篇。课题组关键工作和得到的重要结果有：第一，基于1991-2015的文献，对员工品牌内化文献进行了全面的梳理。在此基础上，提出了员工品牌内化的整体模型，揭示了组织层面和员工层面品牌内化的转化机制。第二，界定了员工品牌内化的概念，并开发了相应的量表。与以往研究仅从行为角度界定不同，本课题从认知、情感和行为三个维度界定和测量员工品牌内化。认知反映了员工“知道什么”，情感反映了员工“如何感觉”，行为反映了员工“如何行动”。认知是基础，情感是深化，行为使员工品牌内化付诸实践。第三，实证检验了品牌内化对品牌资产的影响。研究发现，品牌内化对品牌资产有直接的积极影响，而且还会通过服务体验和顾客满意对品牌资产产生间接的积极影响。第四，不同领导方式对员工品牌内化有不同的影响。具体来说，授权型领导对员工品牌内化有直接的积极影响，而且通过品牌心理所有权对其产生积极的间接影响。自我领导对员工品牌知识、品牌情感和品牌公民行为均有直接的积极影响，而且通过影响员工的角色认同而对品牌知识、品牌情感和品牌公民行为产生间接的积极影响。授权型领导对员工品牌公民行为有积极影响，而且通过员工的授权准备、自我效能产生间接的积极影响。本课题有助于构建并深化员工品牌内化理论体系，有助于服务企业提升品牌竞争力。