HOW DOES BRAND-SPECIFIC LEADERSHIP INFLUENCE ON EMPLOYEE-BASED BRAND EQUITY?

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

Brand equity (BE) previously focused on consumers’ perceptions under brand marketing stimuli, they often used financial performance indicators for evaluating brand value (Aaker,1996;Keller,1993). However the primary stakeholders of a service brand are employees (Brexendorf & Kernstock,2007).Thus, the enhancement of employee- based BE could be an important topic for in-depth investigation in the fields of brand and internal marketing. Morhart (2009) was the first to introduce the concepts of brand-specific transformational leadership (TFL) and brand-specific transactional leadership (TRL) based on employees’ brand-building behavior. Theory asserts that leaders should endeavor to influence employees through the internalization of brand values and a brand-based role (Morehart,2001) . In the process of brand internalization, leaders with brand experience and brand knowledge should also uphold and constantly reaffirm brand values because they're more capable than ordinary leaders to clearly convey brand values (Hoffman,1999). For this reason, brand-specific leadership based on employee brand-building behaviors is the focus of this study. This study adopts hierarchical linear modeling for individual and organizational-level analyses. This research to investigate (1)whether TFL and TRL have directly affect employee-based individual-level BE.(2)whether TFL and TRL have indirectly affect employee-based BE as an individual-level mediator.(3)how managers use brand-specific leadership to elicit employees’ perceived brand value congruence for improved employee-based BE.

Three-Level Bi-Directional Half-Bridge CLLC Resonant Converter for DC Micro-Grid

Hsuan-Yu Yueh,Jing-Yuan Lin,Haung-Jen Chiu,Chen-Yen Chu,Yu-Chen Chang,Sih-Yi Lee 전력전자학회 2019 ICPE(ISPE)논문집 Vol.2019 No.5

A Three-Level Bi-Directional Half-Bridge CLLC Resonant DC-DC converter for DC micro-grid application is studied on this paper, which uses dual resonant tanks to achieve wide range voltage regulation and meanwhile employs bi-directional capability. All power switches on this converter can achieve ZVS function at the whole load and the voltage stress on all power switches at both sides can be clamped at half of input voltage and output voltage since the three-level circuit architecture using the proposed synchronous rectifier (SR) control, therefore, the voltage stresses of the transformer, resonant tanks, power switches and other components are only half compared with conventional half-bridge CLLC resonant converter, the downsizing rated of components selection can be more flexible. Finally, the laboratory prototype is built to verify the performance of voltage balancing on input/output capacitor, voltage stress on switches and efficiency, the measured efficiency can be up to 95.6% over different load conditions.

Factors Influencing Intention to Receive Examination of Diabetes Complications

Yi-Lin Hsieh,Fang-Hsin Lee,Chien-Liang Chen,Ming-Fong Chang,Pei-Hsuan Han 한국간호과학회 2016 Asian Nursing Research Vol.10 No.4

Purpose: The purpose of this study was to understand the situation of diabetes patients receiving examinations for diabetes complications and to explore the factors influencing their intention to receive examinations for diabetes complications. Methods: A cross-sectional study was performed that included 251 diabetes patients who visited outpatient clinics in Southern Taiwan. A survey using a self-administered questionnaire was conducted from October 2015 to January 2016. The questionnaire included items on demographic characteristics, perceived susceptibility to diabetes complications, perceived seriousness of diabetes complications, perceived benefits of taking action to receive diabetes complication examinations, perceived barriers to taking action to receive diabetes complication examinations, and the intention to receive diabetes complication examinations. The data were analyzed using regression analysis. Results: The percentage of participants who received fundus, foot, and kidney examinations was 67.7%, 61.4%, and 73.3%, respectively. Every point increase on the perceived barriers to taking action to receive diabetes complication examinations scale increased the intention to receive a foot examination in the following year by 0.91 times (p = .002), and every point increase on the perceived susceptibility to diabetes complications scale increased the intention to receive a kidney examination in the following year by 1.19 times (p = .045). Conclusions: Nurses should shoulder the responsibility to increase patients' intention to receive examination of diabetes complications. The results of this study can be used to promote nurses' care efficacy in preventing diabetes complications. They can also provide medical institutions with information to establish prevention and control policies for diabetes complications.

Taiwan Neurosurgical Spine Society: The New Shining Star

Yi-Hsuan Kuo,Jau-Ching Wu,Wen-Cheng Huang,Ming-Chao Huang,E-Jian Lee,Henrich Cheng 대한척추신경외과학회 2018 Neurospine Vol.15 No.4

As spine surgery flourished in Taiwan and neurosurgeons became more involved in spine surgery towards the end of the 20th century, the Taiwan Neurosurgical Spine Society (TNSS), earlier named the Taiwan Neurospinal Society, was established on March 11, 2001. As its main founder, Dr. Chun-I Huang was elected as the first president of the TNSS. The goals of the TNSS were to promote research, to hold academic seminars, to participate in international conferences, and to exchange clinical experiences. The mission of the TNSS was successful, and the profession of spine surgery in Taiwan advanced during the first decade of the 21st century, culminating in the TNSS joining ASIA SPINE in 2010. Since its establishment, the TNSS has always been supportive of collaboration and communication with the Korean Spinal Neurosurgery Society and the Neurospinal Society of Japan. Through periodical meetings, supported by the TNSS, surgeons worldwide have enjoyed a platform of sharing and mutual learning. To further promote academic research, the TNSS has officially supported the journal Neurospine since 2018. With extensive efforts from local and international surgeons, the TNSS will continue to adhere to its mission and to advance the profession of spine surgery.

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.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 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.

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.

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.

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.