A MULTILEVEL INVESTIGATION OF LINKS BETWEEN BRAND-SPECIFIC TRANSFORMATIONAL LEADERSHIP AND EMPLOYEE BASED BRAND EQUITY: THE MEDIATING ROLE OF EMPOWERMENT

Chan Hsiao,Yi-Hsuan Lee,Shu Yin Lai 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

This study examines the effect of brand-specific transformational leadership (BSTL) on employee-based brand equity (EBBE) with the mediating mechanism of empowerment. We explore the newly emerging concept of ‘employee based brand equity’ particularly from the perspective of brand-specific transformational leadership in the service industry. Furthermore, we explore the perspective of empowerment, structural and psychological empowerment, as the mediating mechanism between BSTL and EBBE. We highlight the direct and indirect effects of BSTL on EBBE and employs hierarchical linear modeling (HLM). 578 questionnaires were collected from multilevel data of subordinates and their supervisors at 58 well-known service brand units in Taiwan. Our research results implicate that: (1) BSTL is positively related to employee base brand equity; (2) Structure empowerment is a mediator factor of BSTL and employee base brand equity relationship; (3) Psychological empowerment is a mediator factor of BSTL and employee base brand equity relationship. This study presents three key contributions. This study provides the following research contributions: (a) In contrast to previous studies that focused on customer brand equity, we initiate the quantitative research of research on frontline employee based brand equity. (b) This study suggests and confirms that BSTL influences EBBE through the mediation of structure empowerment and psychological empowerment, which further contributes to EBBE research. (c) Finally, this study applies a hierarchical linear model to conduct a cross-level analysis of EBBE. Consequently, this study provide evidence supporting the previous assertion that comprehensive insight into service organizational behaviors can be achieved only by employing cross-level analysis and mediating factors.

HOW DO MULTINATIONAL CORPORATIONS TRANSMIT SERVICE BRANDS TO THE LOCAL EMPLOYEES OF THE HOST COUNTRY? AN INTERNAL MARKETING MECHANISM APPROACH

Chan Hsiao,Yi-Hsuan Lee,Yuh-Ting Chih 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

This research tends to answer the following question: How do multinational corporations transmit their service brand to the local employees of the host country? Service brand has been discussed from the point of internal marketing, which ensures that employees can demonstrate the authentic value of the service brand in their attitudes and behaviors. However, when a corporation attempts to transmit the service brand across borders, there needs to be a balance between globalization and localization. This research intends to build a systematic internal marketing mechanism from the viewpoint of internal marketing, international service branding and subsidiary brand-specific transformational leadership. This study uses both qualitative and quantitative methods to conduct an in-depth case study and questionnaire survey. This research provides the following theoretical and managerial contributions. Firstly, it proposes a systematic internal marketing mechanism to transmit the service brand across international borders. This includes a brand-specific leadership with cultural sensitivity, a brand norm positively led by the leader and an organizational learning system, which influences the practice of the brand norms. Secondly, in order to transmit the international service brand successfully, this paper argues that subsidiaries’ leaders should have cultural sensitivity and demonstrate a brand-specific transformational leadership style. Thirdly, the paper finds and verifies that brand-specific transformational leadership has a positive effect on the brand norms and organizational learning, which in turn affect employee brand behavior and attitude toward the company’s core brand value. Managerially, the systematic internal marketing mechanism developed by this research can enlighten those service companies who intend to expand their international scope and ascertain their service brand value is transmitted accurately and executed locally.

Two-wave Mixing Interferometer for Broadband Vibration Measurements

Chan-Hsiao Ho,Ju-Yi Lee,Hseuh-Ching Shih,Yung-Hui Liu,Lung-Hen Chow 한국소음진동공학회 2003 한국소음진동공학회 국제학술대회논문집 Vol.2003 No.8

HOW DO MULTINATIONAL CORPORATIONS TRANSMIT SERVICE BRANDS TO THE LOCAL EMPLOYEES OF THE HOST COUNTRY? AN INTERNAL MARKETING MECHANISM APPROACH

Chan Hsiao,Yi-Hsuan Lee,Yuh-Ting Chih 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.11

This research tends to answer the following question: How do multinational corporations transmit their service brand to the local employees of the host country? Service brand has been discussed from the point of internal marketing, which ensures that employees can demonstrate the authentic value of the service brand in their attitudes and behaviors. However, when a corporation attempts to transmit the service brand across borders, there needs to be a balance between globalization and localization. This research intends to build a systematic internal marketing mechanism from the viewpoint of internal marketing, international service branding and subsidiary brand-specific transformational leadership. This study uses both qualitative and quantitative methods to conduct an in-depth case study and questionnaire survey. This research provides the following theoretical and managerial contributions. Firstly, it proposes a systematic internal marketing mechanism to transmit the service brand across international borders. This includes a brand-specific leadership with cultural sensitivity, a brand norm positively led by the leader and an organizational learning system, which influences the practice of the brand norms. Secondly, in order to transmit the international service brand successfully, this paper argues that subsidiaries’ leaders should have cultural sensitivity and demonstrate a brand-specific transformational leadership style. Thirdly, the paper finds and verifies that brand-specific transformational leadership has a positive effect on the brand norms and organizational learning, which in turn affect employee brand behavior and attitude toward the company’s core brand value. Managerially, the systematic internal marketing mechanism developed by this research can enlighten those service companies who intend to expand their international scope and ascertain their service brand value is transmitted accurately and executed locally.

THE EXPLORATION OF THE RELATIONSHIP AMONG BRAND EXPERIENCE, CONSUMER SATISFACTION AND BRAND LOYALTY : WITH VIRTUAL EXPERIENCE AND THE VIRTUAL COMMUNITY AS THE INTERVENING VARIABLES

Chan Hsiao,Yi-Hsuan Lee,Yu-Chih Chen 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.2

This study explores the relationship among brand experience, consumer satisfaction and brand loyalty with virtual experience and the virtual community as the intervening variables. We intend to discuss how the new concept of ‘brand experience’ impacted by the internet environment. We integrate the following new research subjects together: brand experience, virtual experience and virtual community. As the research purpose is to understand the effects of virtual environments on brand experience on consumer satisfaction and on brand loyalty, it takes virtual experience as the intervening variable to discuss whether it positively or negatively influences the relationship between brand experience and consumer satisfaction, and takes the virtual commodity variable as the intervening variable to discuss whether it positively or negatively influences the relationship between consumer satisfaction and brand loyalty. This study takes the virtual community members of apple brand in taiwan as the research subjects and 516 questionnaires were completed and returned. The results show that the brand experience had a positive effect on the consumers’ satisfaction and brand loyalty. In addition, the virtual experience has a positive moderating effect on the relationship of brand experience and consumer satisfaction. Finally, this study also discovered that the virtual community also has a positive moderating effect on the relationship between consumers’ satisfaction and brand loyalty.

THE RELATIONSHIP BETWEEN TRANSFORMATIONAL LEADERSHIP AND VALUE CO-CREATION: THE MOTIVATIONAL PROCESSES INVOLVED IN THE RELATIONSHIP

Chan Hsiao,Yi-Hsuan Lee,Hao-Hsin Hsu 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

With the advent of globalization and the accompanying rapid changes in economic environments, firms have gradually transformed their mode of operations from one based on the traditional good-dominant logic to one based on service-dominant logic. The emergence of service-dominant logic has resulted in the development of value co-creation, which refers to the process through which firms, suppliers, and customers all become involved in the discovery and creation of product value and create added value through even and reasonable distribution. Drawing upon the SDT theory, the current study has the following three research objectives. First, the current study investigated the influence of transformational leadership on employee-based value co-creation and the impact of transformational leadership on employees’ intrinsic motivation to further enhance their value co-creation. Second, this study sought to understand the mediating mechanisms between transformational leadership and employee-based value co-creation; financial and non-financial variables were used as the mediators to explore whether the financial incentive affects employees’ intrinsic motivational process with regard to the transformational leadership that leads to employees’ intrinsic motivation. Third, positive psychological capital was used as a mediator to examine whether it mediates the relationship between the financial perspective and value co-creation. Fourth, self-concordance was also adopted to examine whether self-concordance mediates the relationship between the financial perspective and value co-creation. We collected 513 survey responses from 81 teams in firms from diverse industries in Taiwan. The present study makes the following contributions. First, previous research related to leadership behavior primarily focused on the influences of leadership behaviors on employee attitudes and behaviors. Only a few studies addressed the impact of leadership on value co-creation. Drawing on the self-determination theory to build our research framework, our study contributes to the field by investigating how transformational leadership stimulates employee-based value co-creation. Second, the present study investigated the psychological mechanisms involved in the motivational process in the context of the ways in which transformational leadership facilitates changes in employee behavior, particularly for employees’ intrinsic motivation. Third, the present study proved that financial and non-financial incentives respectively mediated the relationship between transformational leadership and positive psychological capital. Additionally, both financial and non-financial incentives mediated the relationship between transformational leadership and self-concordance. These results suggest that both financial and non-financial incentives could be effective ways for transformational leaders to intrinsically motivate their employees. These findings are valuable contributions to the leadership studies field. Fourth, the present study adopted hierarchical linear modeling (HLM) to conduct a multi-level analysis of the relationship between transformational leadership and value co-creation.

THE EXPLORATION OF THE RELATIONSHIP AMONG BRAND EXPERIENCE, CONSUMER SATISFACTION AND BRAND LOYALTY- WITH VIRTUAL EXPERIENCE AND THE VIRTUAL COMMUNITY AS THE INTERVENING VARIABLES

Chan Hsiao,Yi-Hsuan Lee,Yu-Chih Chen 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

This study explores the relationship among brand experience, consumer satisfaction and brand loyalty with virtual experience and the virtual community as the intervening variables. We intend to discuss how the new concept of ‘brand experience’ impacted by the internet environment. We integrate the following new research subjects together: brand experience, virtual experience and virtual community. As the research purpose is to understand the effects of virtual environments on brand experience on consumer satisfaction and on brand loyalty, it takes virtual experience as the intervening variable to discuss whether it positively or negatively influences the relationship between brand experience and consumer satisfaction, and takes the virtual commodity variable as the intervening variable to discuss whether it positively or negatively influences the relationship between consumer satisfaction and brand loyalty. This study takes the virtual community members of apple brand in taiwan as the research subjects and 516 questionnaires were completed and returned. The results show that the brand experience had a positive effect on the consumers’ satisfaction and brand loyalty. In addition, the virtual experience has a positive moderating effect on the relationship of brand experience and consumer satisfaction. Finally, this study also discovered that the virtual community also has a positive moderating effect on the relationship between consumers’ satisfaction and brand loyalty.

A MULTILEVEL INVESTIGATION OF LINKS BETWEEN BRAND-SPECIFIC TRANSFORMATIONAL LEADERSHIP AND EMPLOYEE BASED BRAND EQUITY : THE MEDIATING ROLE OF EMPOWERMENT

Chan Hsiao,Yi-Hsuan Lee,Shu Yin Lai 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.11

This study examines the effect of brand-specific transformational leadership (BSTL) on employee-based brand equity (EBBE) with the mediating mechanism of empowerment. We explore the newly emerging concept of ‘employee based brand equity’ particularly from the perspective of brand-specific transformational leadership in the service industry. Furthermore, we explore the perspective of empowerment, structural and psychological empowerment, as the mediating mechanism between BSTL and EBBE. We highlight the direct and indirect effects of BSTL on EBBE and employs hierarchical linear modeling (HLM). 578 questionnaires were collected from multilevel data of subordinates and their supervisors at 58 well-known service brand units in Taiwan. Our research results implicate that: (1) BSTL is positively related to employee base brand equity; (2) Structure empowerment is a mediator factor of BSTL and employee base brand equity relationship; (3) Psychological empowerment is a mediator factor of BSTL and employee base brand equity relationship. This study presents three key contributions. This study provides the following research contributions: (a) In contrast to previous studies that focused on customer brand equity, we initiate the quantitative research of research on frontline employee based brand equity. (b) This study suggests and confirms that BSTL influences EBBE through the mediation of structure empowerment and psychological empowerment, which further contributes to EBBE research. (c) Finally, this study applies a hierarchical linear model to conduct a cross-level analysis of EBBE. Consequently, this study provide evidence supporting the previous assertion that comprehensive insight into service organizational behaviors can be achieved only by employing cross-level analysis and mediating factors.

Real-Time Target Tracking and Obstacle Avoidance for Mobile Robots using Two Cameras

Chan-Hong Chao,Bo-Yan Hsueh,Ming-Ying Hsiao,Shun-Hung Tsai,Tzuu-Hseng S. Li 제어로봇시스템학회 2009 제어로봇시스템학회 국제학술대회 논문집 Vol.2009 No.8

This paper proposes an image processing approach for real-time target tracking and obstacle avoidance for mobile robot navigation in an indoor environment using two cameras. Several image processing techniques which include the averaging filter, edge-detection, erosion and dilation, and color segmentation are combined to find the target and obstacles. Then one can compute the angular position of the detected target and obstacle related to the mobile robot. The two cameras are utilized to calculate the relative distance of the target and obstacle from the mobile robot. According to the distance, one can determine the relationship of the target and obstacle to the mobile robot. The best target tracking path and obstacle avoidance path can be determined by different behavior modes. Therefore, the mobile robot plans a collision-free and successful track target to complete the patrol routine. Finally, the practical experiments demonstrate the feasibility and effectiveness of the proposed schemes.

비만 유도 흰쥐 간조직에서 太陰調胃湯 加減方이 당과 지질대사에 미치는 영향

소미혜(Hsiao. Mei Hui),고성규(Seong Gyu Ko),전찬용(Chan Yong Jun),박종형(Jong Hyeong Park),최유경(You Kyung Choi) 한의병리학회 2010 동의생리병리학회지 Vol.24 No.4