The Research On The Influence Mechanism Of Brand Authenticity On Employee's Work Engagement

The Knowledge economy is leading the transition of Enterprise management philosophy.The management model has changed from high efficiency and low cost to People-oriented philosophy.Activating human resources has become the focus of studies and enterprise.The degree of devoting to employees' work is called work engagement,which can accurately measure how much has human resources activated.Researching existing studies,most has did deep study on cause of work engagement from organization and family perspective.It is increasingly hard for enterprise to realize their values.One possible reason is that realizing brand value needs supports from brand internalization.However,the crisis of confidence is destroying the effect brand internalization that from employees' feelings and acknowledgement.Studies have shown that Brand authenticity is not only the source of core competitiveness of enterprises,but the solution to resolve the crisis of employee trust.How does brand authenticity improve employee engagement? The existing research field of brand authenticity and work engagement has not pay attention to this question.Therefore,in this study,we regard brand authenticity as important culture factor which cannot be ignored to effect work engagement,especially under the background of “Brand power country” callings.All in all,it has native meanings to study their relationship.The elements and symbolic meanings of brand authenticity of can easily induce employees' psychological feelings and belonging.So,we take pride and organizational commitment as a new entry point in order to explore the influence mechanism of brand authenticity to employees' work engagement.At first,this article summarizes the related literature about brand authenticity,proud,organization commitment and work engagement.Secondly,it puts forward the model that brand authenticity influences on employees' work engagement which takes self consistency as moderated variable dimension and all the hypothesis of this article.The empirical part of this study collect questionnaires through a variety of media ways.What's more,this paper use spss19.0 and Amos 17.0 software for data analysis,including the descriptive statistics analysis,reliability analysis,validity analysis,confirmatory factor analysis,regression analysis and other methods of hypothesis test.Research conclusions of this paper are:(1)Brand authenticity has positive influence on proud,organizational commitment and employee's work engagement significantly.(2)Proud has positive influence on organizational commitment and employee'swork engagement significantly.(3)Organizational commitment has positive influence on employee's work engagement significantly.(4)Self consistency plays a regulation effect on the impact of brand authenticity on employee's organizational commitment.Finally,according to the change of management concept in the new era,this study puts forward some proposals about the management and construction of brand authenticity for the enterprise,and probes into limitations and future direction of research area.