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随着理论及实践的发展,越来越多的学者认识到员工行为与服务品牌价值一致的重要性。在此背景下,学者们提出了一些概念来描述对品牌表现出来的积极的行为,其中品牌公民行为和员工品牌建设行为最为全面和最具代表性。本研究对品牌公民行为和员工品牌建设行为进行综述,梳理了它们的概念、维度构成及前置影响因素,并结合组织公民行为研究了三者间的内在关系,最后对未来的研究方向进行了归纳。
With the development of theory and practice, more and more scholars have realized the importance of employee behavior consistent with service brand value. In this context, scholars have put forward some concepts to describe the positive behavior of the brand, of which the brand citizen behavior and employee brand building behavior is the most comprehensive and most representative. This study summarizes the behavior of brand citizenship and employee brand building, combs their concept, dimension composition and frontal influencing factors, and studies the internal relationship among the three in combination with organizational citizenship behavior. Finally, the future research direction induction.