Impact of the Attractiveness of Corporate Brand Values to Employees on Internal Brand Strength

摘要：

　　With the empirical research data from a sample of 116 managers and 630 employees in Chinese bank sector, this study explores the impact of the attractiveness of corporate brand values to employees, as a measuring index of the degree of the consistence of corporate brand values and employees values, on internal brand strength.The results suggest that the index has significant impact on internal brand strength.That is, the index has positively related to employees brand intra-role behaviors and extra-role behaviors.The findings imply that it is necessary to help employees share the corporate brand values and become corporate brand ambassador.

关键词： corporate brand values,attractiveness internal brand strength

作者: Liu Jiafeng

作者单位: School of English for International Business, Guangdong University of Foreign Studies,Guangzhou, P.R.China, 510420;School of Foreign Languages, Southwest University for Nationalities, Chengdu, P.R.China, 610041

会议类型: 国际会议

会议名称: 2013 International Conference on Strategic Management(2013年战略管理国际会议)

会议地点: 成都

会议语种:英文

页码: 226-231

在线出版日期: 2013-12-15（万方平台首次上网日期，不代表论文的发表时间）