ABSTRACT

Branding has become an established means for many public sector organisations to support the desired perceptions of the organisation. While branding is often presented as useful and advantageous for the organisations, this study cautions against oversimplifying the issue. By focusing on the perspective of employees, this case study investigates contextual factors that influence the affective outcome of internal brand management, employee brand commitment, in the public sector. The findings reveal the critical importance of the identity and values of an organisation and its employees, and its leadership, in the form of political governance. These factors may have considerable influence on both the implementation and the key principles of public sector branding, not least its internal brand management.

摘要

品牌塑造已成为许多公共部门组织支持组织所需认知的既定手段。虽然品牌塑造通常被认为对组织有用和有利，但本研究警告不要将问题过于简单化。通过关注员工的视角，本案例研究调查了影响公共部门内部品牌管理、员工品牌承诺的情感结果的背景因素。调查结果以政治治理的形式揭示了组织及其员工及其领导的身份和价值观的重要性。这些因素可能对公共部门品牌的实施和关键原则产生相当大的影响，尤其是其内部品牌管理。