Browsing by Author "Lee, I-Chen"

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Explorations of employee-based brand equity in the banking industry from a perceived-leadership perspective
(2020-01-01)
Lee, Yi-Hsuan
;
Hsiao, Chan
;
Chan, Hsin-Yi
;
Lee, I-Chen
;
管理學院
Purpose - The purpose of this paper is to answer the question of how brand-specific transformational leadership (TFL) and transactional leadership (TRL) enhance employee-based brand equity (EBBE) by influencing employees' perceived brand value congruence (EPBVC). Design/methodology/approach - This study employed hierarchical linear modeling and chose moderating variables that are primarily related to the working environment: person-job fit (PJF) and person-group fit (PGF). The sample included managers and employees of the largest domestic bank in Taiwan. Findings - Questionnaires were distributed to banking staff in the service industry. The results imply that both brand-specific TFL and brand-specific TRL require the mediation of PJF and PGF to influence EBBE, which then influences brand equity. Without these mediators, brand-specific TFL and brand-specific TRL have no effects on EBBE. Originality/value - Compared to the results from other studies, these results imply a unique discovery that both brand-specific TFL and brand-specific TRL require the mediation of PJF and PGF to influence EPBVC, which in turn influences EBBE. Without these mediators, brand-specific TFL and brand-specific TRL do not have any effects.