호텔 직원이 인식하는 고용기업 브랜드와 브랜드 시민 행동 간의 관계

Abstract

The purpose of this study was to examine the effect of employer brand, hotel employees’ brand citizenship behavior and brand commitment and the mediating effect of brand commitment on employer brand and brand citizenship behavior. For this purpose, se 300 hotel employees were selected who had worked at five-star hotels in Seoul from September 7th, 2015 to October 30th, 2015. From the data, a total of 256 valid samples were obtained for examination in this research. According to the results, both sub factors for employer brand, employer brand knowledge and employer brand experience, were shown to have a positive and significant influence on brand commitment and brand citizenship behavior. Brand commitment was proven to give a positive and significant influence on brand citizenship behavior. For the mediating effect of brand commitment between employer brand and brand citizenship behavior, the effect of employer brand knowledge on brand citizenship behavior was partially mediated by employer brand knowledge. However, the effect of employer brand experience on brand citizenship behavior was partially mediated by brand commitment.