魅力型领导对员工品牌公民行为的影响研究——基于品牌认同的视角

Abstract

This paper focuses on the impact of charismatic leadership on employees' brand citizenship behavior from the perspective of brand identity. After elaborating on relevant theories and research backgrounds, a series of hypotheses regarding the influence of charismatic leadership on variables such as employees' brand identity and admiration were proposed. Through an online survey of employees from Tengyun Zhuke Yujian Yihe (Huangshan Cultural and Tourism Camp Project) Co., Ltd., 481 valid questionnaires were collected at two time points. Methods such as confirmatory factor analysis, descriptive statistical analysis, and structural equation modeling were used for data analysis. The results show that charismatic leadership has a positive impact on employees' brand identity and admiration. Brand internalization strengthens the positive impact of charismatic leadership on employees' brand identity and admiration. Employees' brand identity and admiration have a positive impact on brand identity. Brand identity has a positive impact on brand citizenship behavior and a negative impact on employees' turnover intentions. Charismatic leadership also has a negative impact on employees' turnover intentions. This research provides a new perspective for brand asset management, emphasizes the crucial role of employees in brand building. At the same time, it points out that charismatic leadership has problems in practice, such as blind trust, narcissism, and setting unrealistic expectations. Enterprises should pay attention to and rationally apply charismatic leadership to improve brand management effectiveness.

Date of Award	25 Nov 2025
Original language	Chinese (Simplified)
Awarding Institution	China Europe International Business School
Supervisor	Katherine Rong Xin (Supervisor) & Ho Kwong Kwan (Supervisor)