一线服务员工在企业的品牌建设过程中发挥着重要的作用.引入品牌心理所有权的概念,探讨其对员工品牌公民行为的影响,以酒店企业和旅行社的一线服务员工作为调研对象,共收回有效问卷375份,运用SPSS 11.5和AMOS 17.0软件对数据进行分析.研究结果表明,问卷具有很好的信度和效度,证实品牌公民行为是一个三维度的构念.结构方程模型分析结果表明,品牌心理所有权不仅对员工品牌公民行为的3个维度有直接影响,而且会通过品牌承诺对品牌公民行为的3个维度产生间接影响,并且对品牌热情的影响最大.研究结论提醒服务企业培育和提高员工的品牌公民行为时可以从培育员工的品牌心理所有权入手,还要注意提高员工对品牌的承诺.%Frontline service employees play an important role in the corporate branding building process. Based on the literature about psychological ownership, a new construct brand psychological ownership was introduced, and its influence on employee's brand citizenship behavior was studied. 375 valid questionnaires were gathered from frontline service employees in the hotels and travel agencies. SPSS 11.5 and AMOS 17.0 were employed to analyze the data. The results showed both the reliability and validity were good, and brand citizenship behavior was a three-dimensional construct. SEM results showed that brand psychological ownership has significant influence on all three dimensions of brand citizenship behavior both directly and indirectly through brand commitment. Moreover, brand enthusiasm is most be influenced by brand psychological ownership. The study has some implications to service companies. In order to promote customer employees' brand citizenship behavior, managers should nurture and promote employees' brand psychological ownership, and increase their commitment to the brand.
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