論文摘要
論文提要內容 ：
組織認定與品牌認定對企業未來的競爭法則有關，也是企業掌握競爭優勢的重要法門。在一個不斷變化的競爭環境中，組織若能擁有核心的、優越的、及相對穩定之組織認定，又能配合環境改變而有持續變化的外圍認定，將能使組織保持競爭優勢於不墜。而對組織成員而言，能否將自己歸屬於某一個組織、品牌、團體或專業，並具備該一特定歸屬認定所代表的意義，往往勝過個人對自己所具有的性別、年齡或國籍等類別的認定。此外，許多研究均發現員工對於組織的認同與組織內的許多現象或行為有關。
本研究以組織及品牌認定為自變項，員工效能為依變項，組織及品牌認同為中介變項，探討變項彼此之間的相關性。針對國內22個休閒服飾品牌賣場人員採問卷調查方式，並對資料採量化分析研究，經由因素分析、相關分析及區段回歸分析，結果發現如下：
1. 在組織與品牌兩個構面下之認定強度與認定契合度對於認同均具有顯著之預測效果。
2. 組織與品牌兩個構面下之認定強度對於員工效能均具有顯著之預測效果；認定契合度對於員工效能除了正向工作情緒之外均具有顯著之預測效果。
3. 組織與品牌兩個構面下之認定強度對於員工效能除了負向工作情緒之外，均具有部分中介或中介之效果；認定契合度對於員工效能除了正負向情緒之外，均具有部分中介或中介之效果。此外，組織認定契合度對於負向工作情緒不具有中介效果，但是品牌認定契合度對於負向工作情緒則具中介效果。
4. 組織與品牌兩個構面下除了組織認同對組織公民行為的影響大於品牌認同之外，其他員工效能皆為品牌認同影響效果大於組織認同。
依據研究結果發現組織在與內部員工溝通過程中，亦必須同時重視行銷活動的品牌認定策略對組織員工的影響力。並可以運用認同的概念，在招募人員、組織社會化及人員發展等人力資源相關活動中，考慮到其所屬組織或品牌特性，並致力於讓員工的自我概念或評價有所增進，進而對其工作效能有所助益。

Abstract
Organizational Identity and Brand Identity are directly related to corporation future competitiveness and is an important factor to its competitive advantage. In a changing environment, an organization that has loyal, excellent and strong Organizational Identity that gain external recognition when reacting positively to this changes, will be able to maintain the organization’s competitiveness. The recognition and value gained by the individual member for his ability to possess the traits or characteristics to be identified with the organization, brand, team or profession out-weights that of his personal characteristics like gender, age or nationality. Researchers have found that employee attitude towards organizational approval has a relation with the organization traits and behaviors.

By setting Organizational and Brand Identity as Independent Variables, Employee Efficiency as Dependent Variables, and Organizational and Brand Affiliation as the Medium, this thesis will investigate their relationship in the casual clothing industry. Data were collected through questionnaires completed by employees engaging in sales and marketing activities of 22 brands in Taiwan. The data are analyzed after breaking them down into their respective factor analysis, correlation and block regression. The outcomes of the tests lead to the following conclusions:

1. The strength and fitness of Organizational Identity and Brand Identity have effect on Organizational Affiliation and Brand Affiliation.
2. The strength of Organizational Identity and Brand Identity has effect on employee efficiency. While holding working emotion constant, the fitness of Organizational Identity and Brand Identity has an effect on employee efficiency.
3. While holding working emotion constant, the strength of Organizational Identity and Brand Identity has effect on in addition to employee efficiency. The fitness also has effect in addition to employee efficiency. Furthermore, the fitness of Organizational Identity is not a medium for working emotion but Brand Identity is a medium for working emotion.
4. Other than the test for the effect on corporate citizen, Organizational Identity has greater effect than Brand Identity on the other tests done on employee efficiency.

This research reveals that when the organization communicates with its employees, it has to be more sensitive towards the effects of Brand Identity relating to sales
activities on its employee. Having considered the organization and brand characteristics, it can adopt the concept of Affiliation in the areas of recruitment, organization culture and personnel development by allowing its employees to improve characters or values. This will help in improving work efficiency.

目錄
第一章 緒論
第一節 研究動機……………………………………………………5
第二節 研究目的……………………………………………………7
第二章 文獻回顧
第一節 社會認定與認同……………………………………………8
第二節 組織認定與認同……………………………………………11
第三節 品牌認定與認同……………………………………………19
第四節 員工效能……………………………………………………25
第五節 研究架構……………………………………………………37
第三章 研究設計
第一節 研究樣本……………………………………………………39
第二節 研究工具……………………………………………………42
第三節 資料分析……………………………………………………56
第四章 研究結果
第一節 各變項之相關………………………………………………58
第二節 各變項之預測效果…………………………………………64
第三節 組織認同及品牌認同之中介效果…………………………82
第四節 組織認同及品牌認同對員工效能影響之比較……………90
第五章 結論與建議
第一節 結論…………………………………………………………93
第二節 管理實務建議………………………………………………99
第三節 研究限制及後續研究建議………………………………..101
參考文獻……………………………………………………………………………103
附錄：研究問卷……………………………………………………………………108

圖目錄
圖一 認定與員工效能間的不同模式……………………………………………38

表目錄
表2.1 認同的定義…………………………………………………………………..16
表2.2 組織承諾的分類……………………………………………………………..25
表2.3 組織公民行為的定義………………………………………………………..28
表2.4 離職傾向的定義……………………………………………………………..33
表2.5 工作滿足的定義……………………………………………………………..36
表3.1 樣本組成……………………………………………………………………..40
表3.2 組織認定強度之因素分析結果……………………………………………..43
表3.3 組織認定期望度之因素分析結果…………………………………………..44
表3.4 品牌認定強度之因素分析結果……………………………………………..46
表3.5品牌認定期望度之因素分析結果…………………………………………...47
表3.6 組織認同之因素分析結果…………………………………………………..48
表3.7 品牌認同之因素分析結果…………………………………………………..49
表3.8 組織承諾之因素分析結果…………………………………………………..50
表3.9 組織公民行為之因素分析結果……………………………………………..51
表3.10 工作情緒之因素分析結果…………………………………………………53
表3.11 自評績效之因素分析結果…………………………………………………54
表4.2　各變項之相關分……………………………………………………………63
表4.3　組織及品牌認定對認同之區段迴歸分析結果……………………………65
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…………67
表4.5　組織認定契合度、組織認同以及員工效能之區段迴歸分析結果………71
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…………75
表4.7　品牌認定契合度、品牌認同以及員工效能之區段迴歸分析結果………79
表4.8　組織認同、品牌認同以及員工效能之區段迴歸分析結果………………92
表5.1　研究結果摘要………………………………………………………………98

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