CAJ | 학술논문

随着理论及实践的发展，越来越多的学者认识到员工行为与服务品牌价值一致的重要性。在此背景下，学者们提出了一些概念来描述对品牌表现出来的积极的行为，其中品牌公民行为和员工品牌建设行为最为全面和最具代表性。本研究对品牌公民行为和员工品牌建设行为进行综述，梳理了它们的概念、维度构成及前置影响因素，并结合组织公民行为研究了三者间的内在关系，最后对未来的研究方向进行了归纳。
수착이론급실천적발전，월래월다적학자인식도원공행위여복무품패개치일치적중요성。재차배경하，학자문제출료일사개념래묘술대품패표현출래적적겁적행위，기중품패공민행위화원공품패건설행위최위전면화최구대표성。본연구대품패공민행위화원공품패건설행위진행종술，소리료타문적개념、유도구성급전치영향인소，병결합조직공민행위연구료삼자간적내재관계，최후대미래적연구방향진행료귀납。
Employees play a major role in internal branding ,however, prior literature on the idea of employees as brand builders is rather vague in terminology. Views of employees as “brand ambassadors” or “brand maniacs,” “brand champions,” and “brand evangelists”, do not provide a concrete concept. With the development of the theory and practice, marketing researchers proposed the concepts of brand citizenship behavior and employees brand building behavior. In this paper, the deifnitions, dimensions and antecedentsof these two brand-related behaviors are reviewed.Finally, the future research directions are explored.