ABSTRACT

This study explores brand globalness from an internal customer’s (i.e. employee) perspective. Data is collected employing virtual interviews and analyzed utilizing a thematic analysis. The thematic data analysis revealed four new dimensions of corporate brand globalness, i.e. global vision, global talent development, global iconness, and global value system. Based on the analysis, we redefine brand globalness as a corporate identity where employees attribute global vision, global talent, global iconness, and global value system to comprise the globalness of a firm. This study is unique in exploring brand globalness from an employee’s perspective.

摘要

本研究从内部客户（即员工）的角度探讨品牌全球性。使用虚拟访谈收集数据并使用主题分析进行分析。专题数据分析揭示了企业品牌全球化的四个新维度，即全球视野、全球人才培养、全球标志性和全球价值体系。基于分析，我们将品牌全球性重新定义为一种企业形象，其中员工将全球视野、全球人才、全球标志性和全球价值体系归因于构成公司的全球性。这项研究在从员工的角度探索品牌全球性方面是独一无二的。