本研究主旨在探討轉換型領導、人力資源品牌涉入、員工品牌和員工品牌行為之關係。採用兩份問卷調查蒐集2 個層級之資料，研究對象為事於飯店業人力資源部門之主管以及事於飯店業之第一線服務人員：組織層級有效問卷34 份，個人層級有效問卷326 分，對資料進行敘述性統計、因素分析、信度檢定、單因子變異數分析 (One-way ANOVA)、線性迴歸及層級線性模型 (HLM)。研究結果顯示，轉換型領導對員工品牌行為有顯著正向的影響，而且兩者之間的關係，會受到員工品牌中介效果的影響；同時也發現人力資源品牌涉入對員工品牌行為有正向的影響。
本研究驗證了高階領導者藉由轉換型領導風格傳遞品牌價值觀及積極行為，使員工接受並且轉化而成工作之行為表現，以期符合品牌形象及目標使命。同時也驗證了人力資源品牌涉入藉由各種人力資源功能強調品牌價值觀之重要性，亦能夠影響員工工作行為表現。本研究之貢獻為探討員工傳遞品牌價值觀之瞭解與意願之影響因素與結果。

Based on the theoretical insights from the newly arising concept of “Employee
Brand”, this study seeks to explore the relationships between transformational
leadership, human resource branding involvement, employee brand and employee
brand behavior. Adapting the methodology of releasing 2-level survey to domestic
hotels, this study aims to examine the impact of transformational leadership and HR
branding involvement on employee brand and brand behavior. The 34
organizational-level questionnaires answered by the HR supervisors and the 326
individual-level questionnaires by the frontline employees were analyzed by
descriptive statistics, exploratory factors, reliability, linear regression, and hierarchical
linear models.
The findings of the research indicates that transformational leadership influences
the employee brand and therefore results in the brand behavior delivering brand
values. In addition, employee brand behavior is also relevant to HR branding
involvement. The contribution of this paper lies in the focus of how leadership and
HR involvement affect employee’s understanding and willingness of delivering brand
values, which was not previously discussed in other relative documents.

目錄
第一章 緒論----------------------------------------------- 1
第一節 研究動機與背景-------------------------------------- 1
第二節 研究目的-------------------------------------------- 3
第三節 重要名詞解釋---------------------------------------- 5
第四節 研究流程-------------------------------------------- 8
第二章 文獻探討------------------------------------------- 11
第一節 員工品牌-------------------------------------------- 11
第二節 員工品牌與員工品牌行為------------------------------ 15
第三節 轉換型領導、員工品牌與員工品牌行為之關係------------ 17
第四節 人力資源品牌涉入、員工品牌和員工品牌行為之關係------ 24
第三章 研究方法------------------------------------------- 29
第一節 研究架構-------------------------------------------- 29
第二節 研究構面與量表來源---------------------------------- 30
第三節 研究對象與流程-------------------------------------- 33
第四節 層級線性模型---------------------------------------- 43
第五節 資料分析方法---------------------------------------- 47
第四章 研究結果分析--------------------------------------- 49
第一節 員工品牌與員工品牌行為之關係------------------------ 49
第二節 轉換型領導風格、員工品牌及員工品牌行為之關係-------- 51
第三節 人力資源品牌涉入、員工品牌與員工品牌行為之關係------ 54
第四節 假設檢定結果之討論---------------------------------- 57
第五章 結論與建議----------------------------------------- 61
第一節 研究結果及討論-------------------------------------- 61
第二節 研究限制-------------------------------------------- 64
第三節 研究建議-------------------------------------------- 65
參考文獻-------------------------------------------------- 68
附錄一---------------------------------------------------- 77
附錄二---------------------------------------------------- 79

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