摘 要
目前有關品牌和組織的研究，大多探討組織認同和品牌認同，較少從組織認定、品牌認定和員工效能的關係進行實證研究。過去二十年來，組織認定（organizational identity）在西方已是個極受重視的課題，然而，對於台灣的組織行為研究者或實務管理者而言，組織認定（organizational identity）卻只是陌生的名詞（徐瑋伶，鄭伯壎，2003）；而品牌認定則是另一新興的研究議題，西方學者對此一議題的研究尚停留在初探的階段，過去此項議題多依照行銷領域的實務經驗來補足，少做學術上的探討。而本研究即是從組織認定和品牌認定出發，探討其對員工效能的影響。
以本人在精品業工作的經驗得知精品之品牌特性鮮明，員工對品牌有一定程度之忠誠度，並冀望從品牌中獲得自我的意義；因此本研究以義大利一精品品牌總公司列出該品牌之競爭者品牌及一服飾品牌網站www.ApparelSearch.com所篩選之精品服飾品牌共32個品牌進行問卷測試，獲得有效問卷417份。本研究將分別探討一、當組織認定及品牌認定愈強，對組織認同及品牌認同呈現正面影響；二、當組織認定及品牌認定愈強，對員工效能(包括組織承諾、組織公民行為、組織情緒、工作績效、工作滿意、以及離職傾向)呈正面影響；三、當組織認同及品牌認同愈強，對員工效能呈正面影響；四、當組織認定及品牌認定和員工效能的關係會因為組織認同、品牌認同的存在而減弱，甚至變成不顯著，此時組織認同、品牌認同與員工效能的關係仍然顯著。

Most researches done in recent time on the topics of Branding and Organization focus on investigating Brand Identification and Organization Identification, with lesser work done on the relationship between Brand Identity, Organizational Identity and employee efficiency. While Organization Identity has been a widely studied and recognized topic in the west for the past 20 years, it remains an alien name to researcher on organizational behaviors and practitioners in Taiwan（徐瑋伶，鄭伯壎，2003）. Moreover, Brand Identity is the next new-found research topic where western researchers attitude towards it had mostly stop on preliminary narration which was largely supplemented from the experience of sales and marketing area, with little work done from academic investigation. This thesis will investigate Brand Identity and Organizational Identity impact on employee efficiency.
Through my experience in the luxury goods industry, branding display a unique characteristic. Its employee displayed certain level of loyalty towards its brand and hoped to identify his character through its brand. This thesis focuses on the apparel industry, drawing data from a major Italian apparel brand, competing brands identified by that Major Italian apparel company and other brands listed on an apparel website www.ApparelSearch.com. The author approaches these 32 brands and collected data through questionnaires. A total of 417 valid questionnaires were returned and data was analyzed with an aim of drawing an opinion towards these hypothesizes:
i) Strong Organizational Identity and Brand Identity will have positive effect on Organizational Identification and Brand Identification.
ii) Strong Organizational Identity and Brand Identity will have positive effect on employee efficiency (including organization commitment, organizational citizenship behavior, work emotions, job performance, job satisfaction and turnover rate).
iii) Strong Organizational Identification and Brand Identification will have positive effect on employee efficiency.
iv) The existence of Organizational Identification and Brand Identification weaken the relationship between Organizational Identity, Brand Identity and Employee efficiency. When the relationships weaken to negligible, the relationship between Organizational Identification, Brand Identification and employee efficiency strengthen.

目錄
頁次
第一章　緒論………………………………………………………1
第二章　文獻探討…………………………………………………3
第一節　組織認定……………………………………………3
第二節　組織認同……………………………………….…....6
第三節 品牌認定…………………………………….…....7
第四節 品牌認同…………………………………….…....8
第五節 員工效能…………………………………….…....9
第六節 組織認定或品牌認定與員工效能的相關研究.…13
第三章　研究方法………………………………………………..16
第一節 研究樣本…………………………………………..16
第二節 研究工具…………………………………………..20
第三節 資料分析…………………………………………. 34

第四章　研究結果………………………………………………..36
第一節 各研究變項之相關分析……………………….….36
第二節 各變項之預測效果…………………………….….42
第三節 組織認同及品牌認同之中介效果………………..47
第四節　小結………………………………………………80
第五章　討論與建議……………………………………………. 81
第一節　結果的討論………………………………………… 81
第二節　未來研究方向………………………………….… 85
第三節　管理意涵………………………………………….…86
第四節　研究限制…………………………………………… 87

參考文獻…………………………………………………………… 88
中文部分…………………………………………………………88
英文部分…………………………………………………………89
附錄一　品牌、組織認定及員工效能問卷………………………94

表次
頁次
表2-1 工作滿意的定義…………………………………………12
表3-1 樣本組成……………………………………………………18
表3-2 問卷之品牌分佈……………………………………………19
表3-3 期望組織認定之因素分析結果……………………………21
表3-4 實際組織認定之因素分析結果……………………………22
表3-5 期望品牌認定之因素分析結果……………………………23
表3-6 實際品牌認定之因素分析結果……………………………24
表3-7 組織認同之因素分析結果…………………………………25
表3-8 品牌認同之因素分析結果…………………………………26
表3-9 組織承諾之因素分析結果…………………………………28
表3-10 組織公民行為之因素分析結果……………………………30
表3-11 工作績效之因素分析結果…………………………………32
表3-12 工作情緒之因素分析結果…………………………………33
表4-1 各變數間的平均數、標準差及相關分析……………………38
表4-2組織認定對組織認同及品牌認定對品牌認同分析結果…44
表4-3組織認同、品牌認同以及員工效能之區段迴歸分析結果…46
表4-4組織認定強度、組織認同以及員工效能之區段迴歸分析結

果……………………………………………………………………50
表4-5組織認定契合、組織認同以及員工效能之區段迴歸分析結果……………………………………………………………………58
表4-6品牌認定強度、品牌認同以及員工效能之區段迴歸分析結果……………………………………………………………………66
表4-7品牌認定契合、品牌認同以及員工效能之區段迴歸分析結果……………………………………………………………………74
表4-8研究結果摘要………………………………………………80
圖次
頁次
圖2-1中介模式……………………………………………………15

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