Study On The Combined Effect Of Employee Brand And Company Brand In Professional Service

With the rapid development of global economy,a large number of Professional Service firms(PSFS)have emerged and gradually become an important part of the global high-end Service industry.In most western developed countries,professional service companies have become the representative form of knowledge-based economy,Which is obviously different from traditional industrial eompanies and general service companies.In China,with the further expansion of industrial upgrading and trade globalization,a lot of professional service companies have emerged[1].In order to survive in the increasingly fierce market competition,more and more professional service marketing managers are aware of the importance of professional staff brand.In the existing literature on brand management,the relationship between two or more brands is mainly reflected in brand cooperation,brand extension,brand alliance,element branding,etc.,which only partially involves(or implies)the relationship between employee brand and company brand.Therefore,based on the theory of service element brand association,this thesis studies the relationship between personal brand and corporate brand in professional service,Which has great theoretical and practical value.On the basis of clarifying relevant literature research results,this thesis establishes a theoretical model of corporate brand association effect under different brand association structures.Through the experimental research method,experiment one was designed:eight experimental situations of brand association structure(high-high joint/high-low joint/low-high joint/no-high joint)*consumer involvement(high-low),seven hundred and sixty-two volunteers were recruited,and three hundred and eight valid questionnaires were obtained.Experiment two:four experimental situations of brand association structure(high-high joint/high-low joint)*staff brand source(self-owned/extemal),two hundred and thirty-one volunteers were recruited and one hundred and three valid questionnaires were obtained.Then respectively in the pretest two experiments on the basis of the collected data statistics software tools,such as effective samples using SPSS24.0 conducted descriptive statistical analysis,testing of validity and reliability,Independent-Sample T Test,ANOVA and MANOVA method such as brand joint structure was verified the mechanism of action of company brand effect,respectively discusses the brand joint structure and the degree of consumer involvement,brand source brand combined effects of interaction to the company.The results show that under different brand combination structures,consumers have different evaluations on the corporate brand association effect(high-high joint>high-low joint>low-high joint>no-high joint).Both consumer involvement and employee brand sources play a moderating role in the mechanism of corporate brand association under different brand association structures.Based on experimental results,in this thesis,the professional service enterprise brand management put forward the following Suggestions:attach importance to the role of individual brand,maintain consistency with the eompany's brand promise,for different involved in the implementation of brand strategy,different employees at the same time to the company's brand of different strength to create different channel staff personal brand,improve consumer perception of the company brand quality,forming a positive attitude to company brand preference,then promote consumer purchase intention.