本文選題：企業(yè)領導者 + 品牌形象�。� 參考：《武漢大學》2010年博士論文

【摘要】：隨著企業(yè)的發(fā)展和消費者品牌意識的提升,企業(yè)越來越關注企業(yè)品牌形象的塑造。與此同時,企業(yè)領導者紛紛從幕后走到臺前,他們通過各種溝通行為(例如參與慈善活動)塑造著自己形象的同時,也深刻的影響著企業(yè)品牌形象。但是目前理論界對于直接探討企業(yè)領導者如何通過慈善溝通行為塑造企業(yè)品牌形象的研究鮮有發(fā)現(xiàn)。因此,本研究的主題即考察企業(yè)領導者慈善溝通行為與企業(yè)品牌形象的關系。 本論文分為三大部分：緒論、理論發(fā)展和實證研究。第1章的緒論主要闡明本研究的理論和現(xiàn)實意義以及研究主題。理論發(fā)展包括2、3、4、5、6、7章。本文在對企業(yè)領導者慈善溝通行為和企業(yè)品牌形象的概念進行界定的基礎上,基于平衡理論、對稱理論、交往行為理論和真誠領導理論提出本研究的理論框架,即研究企業(yè)領導者慈善溝通行為與企業(yè)品牌形象的作用機制。在實證研究部分,通過三個實驗驗證提出的理論框架,并在總結(jié)研究發(fā)現(xiàn)的基礎上闡述本研究的理論貢獻和管理意義。 第1章,通過理論分析和兩個案例提出了所要研究的問題：企業(yè)領導者慈善溝通行為與企業(yè)品牌形象的關系,并指出了研究的理論意義、現(xiàn)實意義、研究目標、研究內(nèi)容、研究方法和論文的結(jié)構。 第2章,探討了溝通理論的發(fā)展。介紹溝通定義之后,重點探討了平衡理論、對稱理論、交往行為理論以及相關的溝通理論。 第3章,探討了企業(yè)領導者行為理論的發(fā)展。在綜合企業(yè)家定義和領導定義的基礎上界定了企業(yè)領導者。隨后從管理學、經(jīng)濟學和社會學視角探討了該理論的發(fā)展,并特別探討了真誠領導理論。 第4章,探討了企業(yè)領導者慈善行為理論的發(fā)展。在界定企業(yè)領導者慈善行為的基礎上,從動機、影響因素和方式三方面探討了企業(yè)領導者慈善行為。 第5章,探討了企業(yè)領導者行為和形象與品牌形象。在界定企業(yè)領導者形象和企業(yè)品牌形象的基礎上,從現(xiàn)有理論研究入手討論了企業(yè)領導者行為與企業(yè)品牌的關系以及企業(yè)領導者形象與企業(yè)品牌的關系。 第6章,探討了企業(yè)領導者慈善溝通行為與品牌形象。首先探討了現(xiàn)有營銷溝通中關于品牌形象的研究,發(fā)現(xiàn)其中缺乏對于企業(yè)領導者慈善溝通行為的研究,隨后探討了其與品牌形象的邏輯聯(lián)系。 第7章,研究模型構建。在綜合前6章的理論探討基礎上,提出了企業(yè)領導者慈善溝通行為與企業(yè)品牌形象的關系的研究模型,提出了假設,并簡單介紹了隨后的研究方法。 第8章,研究從理論演繹和構建轉(zhuǎn)向?qū)嵶C分析。這一部分包含三個相關聯(lián)的實驗。通過ANOVA分析,實驗1驗證了企業(yè)領導者“先言后行”和“先行后言”的溝通方式與企業(yè)領導者形象的關系、慈善行為與企業(yè)領導者形象的關系和企業(yè)領導者形象與企業(yè)品牌形象的關系等相關假設,但是驗證沒有通過企業(yè)領導者溝通方式與企業(yè)領導者慈善行為的交互關系。實驗2在實驗1的基礎上驗證了企業(yè)領導者“先言后行再言”和“先言后行不再言”的溝通方式與企業(yè)領導者形象的關系。實驗3在實驗1的基礎上驗證了企業(yè)領導者“先行后言”和“先行不言”的溝通方式與企業(yè)領導者形象的關系。 第9章,結(jié)論與討論�？偨Y(jié)了研究結(jié)論,闡述了理論貢獻、研究創(chuàng)新點、管理啟示和研究局限,并展望了未來的研究方向。 總之,基于相關理論和文獻研究,我們提出了企業(yè)領導者慈善溝通行為與企業(yè)品牌形象的關系的理論框架,并通過三個實驗驗證了大部分的假設。本研究的發(fā)現(xiàn)從一定程度上豐富了現(xiàn)有營銷學的文獻,并為企業(yè)更好的塑造品牌形象提供了建議。
[Abstract]:With the development of enterprises and the promotion of consumer brand awareness, enterprises are paying more and more attention to the molding of brand image of enterprises. At the same time, the leaders of enterprises have moved from behind the scenes to the front of the platform. They also have a profound influence on the brand image of enterprises through various communication behaviors (such as participating in charitable activities). There are few discoveries in the theoretical circle about how the enterprise leaders can create the brand image by charitable communication behavior. Therefore, the topic of this study is to investigate the relationship between the charitable communication behavior of the enterprise leaders and the brand image of the enterprise.
This paper is divided into three parts: introduction, theoretical development and empirical research. The introduction of the first chapter mainly clarifies the theoretical and practical significance of this study and the topic of research. The theoretical development includes the 2,3,4,5,6,7 chapter. Based on the definition of the corporate leader's charitable communication behavior and the concept of enterprise brand image, this paper is based on the balance theory. Symmetry theory, communication behavior theory and sincere leadership theory put forward the theoretical framework of this study, that is, the study of the role mechanism of corporate leader's charitable communication behavior and enterprise brand image. In the empirical research part, the theoretical framework proposed by three experiments is verified and the theoretical contribution of this study is expounded on the basis of the findings of the research. Management meaning.
The first chapter, through theoretical analysis and two cases, put forward the problems to be studied: the relationship between the charitable communication behavior of enterprise leaders and the brand image of the enterprise, and points out the theoretical significance, practical significance, research objectives, research contents, research methods and the structure of the paper.
The second chapter discusses the development of communication theory. After introducing the definition of communication, it focuses on the theory of balance, the theory of symmetry, the theory of communication behavior and the related communication theory.
In the third chapter, the development of enterprise leader behavior theory is discussed. Enterprise leaders are fixed on the basis of the definition of comprehensive entrepreneur and the definition of leadership. Then the development of the theory is discussed from the perspective of management, economics and sociology, and the theory of sincere leadership is particularly discussed.
The fourth chapter discusses the development of the theory of the charitable behavior of the enterprise leaders. On the basis of defining the charitable behavior of the leaders of the enterprise, the charitable behavior of the enterprise leaders is discussed from three aspects of motivation, influencing factors and methods.
The fifth chapter discusses the behavior, image and brand image of the enterprise leader. On the basis of defining the image of the enterprise leader and the enterprise brand, the relationship between the enterprise leader's behavior and the enterprise brand is discussed from the existing theoretical research, and the relationship between the enterprise leader image and the enterprise brand is discussed.
In the sixth chapter, the charitable communication and brand image of the enterprise leaders are discussed. First, the research on the brand image in the existing marketing communication is discussed, and it is found that there is a lack of research on the charitable communication behavior of the enterprise leaders, and then the logical connection with the brand image is discussed.
The seventh chapter, research model construction. On the basis of the theoretical discussion of the first 6 chapters, this paper puts forward the research model of the relationship between the charitable communication behavior of enterprise leaders and the brand image of the enterprise, puts forward the hypothesis, and briefly introduces the following research methods.
The eighth chapter, the research from theoretical deduction and construction to empirical analysis. This part includes three related experiments. Through the ANOVA analysis, the experiment 1 verified the relationship between the communication mode of the enterprise leaders "first word after walk" and "the first post" and the corporate leader image, the relationship between the charitable behavior and the corporate leader image and the enterprise leadership. The relationship between the image of the enterprise and the brand image of the enterprise and other related assumptions, but the verification did not pass the interaction relationship between the enterprise leader's communication and the enterprise leader's charity behavior. Experiment 2 verified the communication mode of the enterprise leader "before saying" and "first saying" and "no longer saying" and the corporate leader image on the basis of Experiment 1. On the basis of Experiment 1, Experiment 3 verified the relationship between the communication mode of enterprise leader "first post" and "first do not say" and the image of the enterprise leader.
The ninth chapter, conclusion and discussion, summarizes the research conclusion, expounds the theoretical contribution, research innovation, management inspiration and research limitations, and looks forward to the future research direction.
In conclusion, based on the related theory and literature research, we put forward the theoretical framework of the relationship between the corporate leader's charitable communication and the brand image of the enterprise, and verified most of the hypotheses through three experiments. The findings of this study enrich the existing marketing literature to a certain extent, and provide a better brand image for the enterprises. A suggestion.
【學位授予單位】：武漢大學
【學位級別】：博士
【學位授予年份】：2010
【分類號】：F272.91

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