顧客的品牌愛慕(brand love)在建立一段持久且強烈的顧客品牌關係(consumer-brand relationship)中扮演關鍵性的角色， 因此其重要性已被廣泛地認同。 然而， 現存研究對於企業的品牌行為（例如，員工、 行銷人員）如何去影響顧客的品牌愛慕卻非常稀少， 尤其是員工這個長期以來被視為品牌代表的角色， 如何透過其行為去塑造顧客的品牌愛慕仍然未被深入探討。 因此為了填補這個研究缺口， 本研究以社會交換理論(social exchange theory)為理論架構來探討員工的品牌公民行為及其各構面如何影響顧客的品牌愛慕， 並提出在這個關係中， 顧客的品牌體驗擔任完全中介的角色。 再者， 有鑑於性別在自我建構的差異，本研究也檢測性別差異在員工的品牌公民行為和顧客體驗的關係中之調節效果。本研究的結果證實， 員工的品牌公民行為及其品牌代言(brand endorsement)構面皆對顧客的品牌愛慕有顯著的正向影響， 更重要的是， 兩者的關係只能透過顧客品牌體驗的中介機制才能建立。 此外， 性別差異在員工品牌公民行為和顧客品牌體驗之間的調節效果中， 結果顯示女性的估計值略高於男性， 但並未達到統計上的顯著差異。總結來說， 本研究從一個新穎的角度來探討， 如何運用員工的品牌公民行為以培養顧客品牌愛慕， 並證實顧客品牌體驗在建立員工與顧客之關係中的重要性， 因此，此研究結果可以幫助企業在未來制定行銷策略時， 更了解並有效地運用員工的角色。

The concept of brand love has attracted much attention over the past two decades from both scholars and market practitioners. Yet, there has been scant research on how brand behaviors (e.g., employees, marketers) influence customer's perception of brand love. More specifically, how employees, who have been regarded as brand representatives for a long time, behave to shape customer's brand love is still not be clarified in previous studies despite the great importance of this topic.
To fill this research gap, the current study aims to adopt social exchange theory to explore how employees' BCB, especially each dimension of it, influences customer's brand love. Specifically, the full mediating role of customer's brand experience is examined in the relationship between employees' BCB and customer's brand love. Given the gender differences in self-construal, this study also addresses customer's gender to moderate the relationship between employees' BCB and customer's experience. The result of this study confirmed the significantly positive relationship between employees' BCB and customer's brand love. Most importantly, this relationship is only established through a mediating mechanism of customer's brand experience. We also found a slightly higher coefficient of females than males in the relationship between employees' BCB and customer's brand experience, but not reach the statistically significant difference.
This study provides a novel insight for marketer to use employees' BCB as a critical means of fostering customer's brand love. Also, the importance of brand experience is confirmed especially in the relationship between employees and customers, which can help marketers to develop a more effective strategy.

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