Liu Xiaoming
School of Marxism, Shandong Academy of Art, Jinan, China.
Front Psychol. 2022 Jun 13;13:872871. doi: 10.3389/fpsyg.2022.872871. eCollection 2022.
This study tends to explore the impact of brand knowledge and organizational loyalty under the mediating role of organizational culture on employee-based brand equity (EBBE). For this purpose, employees of the hospitality sector were contacted to collect data through personally administrated questionnaires. Already established scales were used to devise instruments. Data were collected in two waves to minimize the common method bias. In the first wave, a total of 600 questionnaires were distributed, out of which 400 were received back, while in the second wave, remaining respondents were approached who have filled the survey in the first wave, and only 320 were received back, from which the partial and incomplete questionnaires were discarded, and at the end, 306 questionnaires were left. These final and completed responses were used for the data analysis and inferential purpose in this study. Collected data have been analyzed through Structural Equation Modeling by using Smart PLS 3 software. The assessment of measurement and structural model indicated a good model fit, and results indicate that EBBE is influenced by organizational loyalty and brand knowledge positively. Moreover, the mediating role of organizational culture has also been proved.
本研究旨在探讨在组织文化的中介作用下，品牌知识和组织忠诚度对基于员工的品牌资产（EBBE）的影响。为此，通过亲自发放问卷的方式联系了酒店业员工以收集数据。使用已有的量表来设计工具。分两波收集数据以尽量减少共同方法偏差。在第一波中，共发放了600份问卷，回收了400份；在第二波中，联系了第一波中填写了调查问卷的其余受访者，仅回收了320份，其中部分和不完整的问卷被丢弃，最后剩下306份问卷。这些最终完成的回复用于本研究的数据分析和推断目的。通过使用Smart PLS 3软件的结构方程模型对收集到的数据进行了分析。测量模型和结构模型的评估表明模型拟合良好，结果表明EBBE受到组织忠诚度和品牌知识的正向影响。此外，组织文化的中介作用也得到了证实。
