員工對公司品牌的承諾是企業落實品牌行銷的基礎。本研究利用服務金三角理論探討員工對公司品牌形象的知覺、員工個人的品牌偏好是否會影響其對公司品牌的承諾，進而影響其執行顧客導向的服務及口碑行銷。本研究也同時檢視品牌導向的人力資源實務對知覺品牌形象、個人品牌偏好與個人品牌承諾關係的干擾效果。本研究以目前推動品牌管理的台灣企業為研究對象，透過主管與部屬配對方式蒐集資料，並利用結構方程式及層級廻歸進行統計分析。研究結果顯示，員工知覺的公司品牌形象及其個人的品牌偏好確實會正向影響其對公司品牌的承諾，進而激發其落實顧客導向的服務及口碑行銷；另一方面，品牌導向的人力資源實務對知覺品牌形象與品牌承諾的關係雖具有正向干擾效果，但對品牌偏好與品牌承諾關係的干擾效果並不成立。本研究透過研究個人的品牌偏好及品牌導向的人力資源管理補足了服務金三角理論的研究缺口，研究結果也提醒企業重視員工在其品牌管理中的重要角色。

The brand commitment of employees is the foundation of brand marketing to the companies. We applied the theory of service triangle to discuss whether employees’ perceived brand image to companies and employees’ individual brand preference will influence the brand commitment and further to make the customer orientation service and the word-of-mouth communication. We also examine the brand-focused human resource practice will moderate the relationship between the perceived brand image and brand commitment, or the relationship between the individual brand preference and brand commitment. We selected the companies in Taiwan which they are running the brand management as our research subject and collected the data by using pair-wise method, supervisors and subordinates. The structure equation model and hierarchical regression analysis are used to run the statistical analysis. The research result shows employees’ perceived brand image and individual brand preference will be positively related with their brand commitment. Furthermore, they will be motivated to make customer orientation service and word-of-mouth communication. On the other hand, the brand-focused HR practice will positively moderate the relationship between employees’ perceived brand image and their own brand commitment. However, the brand-focused HR practice will not positively moderate the relationship between employees’ individual brand preference and their own brand commitment. This research fulfilled the gap of service triangle by investigating individual brand preference and brand-focused HR practice. The research result also reminds the companies to focus the significant role of employees in brand management.

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