社会与工程心理学研究室知识库

员工是组织品牌的基础，理想的组织品牌形象的建立者和维护者；他们在组织品牌重塑等组织变革的过程中起着至关重要的作用，甚至影响组织变革的成败。在以往国内外的文献研究中，关于组织品牌重塑的相关研究主要关注外部利益相关者，在有限的内部研究中，也鲜少有文献研究是从心理学的角度去研究如果通过影响员工个体的心理变量去影响员工对组织和品牌的支持度。基于研究问题的意义和重要性，我们进行了题中的相关研究。

目的：本研究旨在探讨组织支持感和心理资本在组织品牌重塑过程中的品牌重塑活动对员工支持度的关系之间链式中介作用以及组织文化认同感在这一关系中的调节作用；并进一步探讨什么样的沟通信息和培训传递能增加员工的心理资本和组织支持感，进而提升员工对组织和品牌的支持度，确保品牌重塑等组织变革取得成功。

方法：研究一通过问卷调查收集某航空维修集团在国内的三家子公司共计 997 名员工的数据，采用品牌重塑活动量表、员工支持度量表、心理资本量表、组织支持感量表以及组织文化认同感量表进行测量。研究结果表明：1）组织品牌重塑活动的开展对员工支持度有正向影响；2）员工的组织支持感和心理资本在组织品牌重塑活动对员工支持度的正向影响中起着链式中介作用；3）组织文化认同感负向调节了组织品牌重塑活动对员工支持度以及心理资本的关系，进而负向调节了心理资本的中介作用，形成被调节的中介作用，但未对组织支持感以及整个链式中介形成调节作用。

研究二采用定性分析的研究方法，通过一对一的半结构化访谈的形式，根据自愿的原则，选出 13 名包含管理层和普通层的被试，征求同意后进行访谈。使用讯飞听见软件对访谈内容进行转录，并人工进行校对后，采用 NVivo14 软件对访谈录音中的文本进行分析，并运用主题分析方法进行整理归纳。结果表明：组织在进行品牌重塑之前和过程中通过沟通和培训的方式，就组织为什么 进行品牌重塑、其中的变化、对组织和员工的影响、组织的未来和发展等方面进行清晰的讲解，有助于员工理解组织的决策和战略，做出支持组织的行为； 同时发现了品牌重塑过程中品牌重塑活动对员工支持度的影响因素；并进一步探究了有效进行组织品牌重塑的重要影响因素。

结论：组织品牌重塑活动可以通过影响员工心理资本和组织支持感进一步影响员工对组织和品牌的支持度；组织文化认同感负向调节了员工的心理资本在品牌重塑活动对员工支持度关系的影响。组织品牌相关的沟通和培训等品牌重塑活动的内容和形式会影响员工的直观感受，从而影响员工的心理资本和组织支持感，进而影响了员工对组织的支持度。研究结果不仅丰富了组织内部品牌重塑相关影响的研究，也为组织管理者为组织变革的顺利进行提供启发。

创新点：首先，扩充对组织品牌重塑内部视角的整体理论框架。本研究在国内外研究文献基础上，从积极心理学的角度提出了相关的理论框架，丰富了组织内部品牌重塑的研究成果。其次，充分揭示组织品牌重塑对员工支持度的影响机制，从心理学视角，通过实证研究探讨心理学要素在组织品牌管理与人力资源管理领域实践中的交叉影响关系。运用社会交换理论及其基础上建立的组织支持理论构建链式中介的调节模型，探讨了组织支持感、心理资本是如何在组织管理管理和人力资源管理领域中起链式中介作用，以及组织文化认同感 如何调节组织品牌重塑、组织支持感、心理资本和员工支持度的关系，全面分析其深层机制，有一定的学术价值。

The employee is the foundation of an organization brand and the ideal builder and vindicator of the organization brand image; They play a vital role in the process of organizational change such as organizational rebranding, and even affect the success or failure of organizational change. In previous domestic and foreign literature studies, studies on organizational rebranding mainly focused on external stakeholders, and in limited internal studies, few literature studies focused on how to influence employees' support for organizations and brands by influencing individual psychological variables from the perspective of psychology. Based on the significance and importance of the research question, we have carried out the relevant research in the aspect.

Objective: The purpose of this study was to explore the chain mediating effect of organizational support and psychological capital on the relationship between rebranding activities and employee buy-in, and the moderating effect of organizational cultural identification on this relationship. Further explore what kind of communication information and training delivery can increase employees' psychological capital and perceived organizational support, so as to enhance employees' support for the organization and brand, and ensure the success of organizational changes such as corporate rebranding.

Methods: Study 1 collected the data of 997 employees from three subsidiaries of an aviation maintenance group in China through questionnaire survey, and used the rebranding activity scale, employee buy-in scale, psychological capital scale, perceived organizational support scale and organizational culture identification scale to measure. The results show that: 1) Organizational rebranding activities have a positive impact on employee buy-in; 2) Employees' perceived organizational support and psychological capital play a chain mediating role in the positive impact of organizational rebranding activities on employee buy-in; 3) Organizational culture identification negatively moderates the relationship between organizational rebranding activities, employee buy-in and psychological capital, and then negatively moderates the mediating role of psychological capital, and forms a moderated mediating role, but does not have a moderating role on perceived organizational support and the entire chain mediation.

In the second study, qualitative analysis was conducted by selecting 13 subjects including the management level and the working level employees in the form of one-to-one semi-structured interview according to the principle of voluntalism. After obtaining consent, the interview was conducted. The interview content was transcribed by iflytek Hearing software, and after manual proofreading, the text in the interview recording was analyzed by NVivo14 software, and the topic analysis method was applied to sort out and summarize the data. The results show that: before and during the rebranding process, the organization clearly explains why the organization is rebranding, the changes, the impact on the organization and employees, the future and development of the organization, etc., through communication and training, which can help employees understand the organization's decisions and strategies and make right behaviors to support the organization; At the same time, it further confirms the important role of psychological capital, organizational support and organizational culture in the process of corporate rebranding. Furthermore, the important influencing factors of effective organizational rebranding are found.

Conclusion: Organizational rebranding activities can further affect employees' support for organizations and brands by influencing their psychological capital and perceived organizational support. Organizational culture identification negatively moderates the influence of employees' psychological capital on the relationship between employee buy-in and rebranding activities. The content and form of brand rebranding activities, such as communication and training related to the organization's brand, will affect the intuitive feelings of employees, thus affecting their psychological capital and perceived organizational support, and then affecting their buy-in for the organization. The results not only enrich the research on the impact of rebranding within organizations, but also provide inspiration for organizational managers to carry out organizational change smoothly.

Innovative points: First, expand the overall theoretical framework for the internal perspective of organizational rebranding. On the basis of domestic and foreign research literature, this study puts forward the relevant theoretical framework from the perspective of positive psychology, and enriched the research results of internal organizational rebranding. Secondly, the paper fully reveals the influence mechanism of organizational brand rebranding on employee buy-in, and explores the cross-influencing relationship between psychological elements in the field of organizational brand management and human resource management through empirical research from the perspective of psychology. By referring social exchange theory and organizational support theory, a mediation model of chain mediation is constructed to explore how perceived organizational support and psychological capital play a role as chain intermediaries in the field of organizational management and human resource management, and how organizational cultural identification regulates the relationship between organizational rebranding, perceived organizational support, psychological capital and employee buy-in, from which a comprehensive analysis of the underlying mechanism has been carried out, and results contains certain academic value.