隨著台灣高齡化社會快速發展，長期照顧主要由政府政策主導，並不強調服務單位的品牌。因此相較於其他服務產業，長照領域對於品牌管理與員工品牌行為之研究仍相對有限。本研究以 T 體系長期照顧服務組織為研究對象，探討品牌建立對員工基礎品牌權益與品牌公民行為之影響，並分析內部品牌管理作法之角色。
採量化研究方法，以 T 體系員工為研究對象，透過前後測問卷進行資料蒐集，共取得有效樣本274份，並以描述性統計、信度分析、獨立樣本 t 檢定、Pearson相關分析等方法進行資料分析。
研究結果顯示，品牌建立導入後，員工於品牌知識、品牌契合度、品牌承諾、角色明確性、內部品牌管理作法與品牌公民行為等構面皆呈現顯著提升，且各研究構面間具有顯著正相關。其中，以品牌承諾對品牌公民行為之影響最為顯著，角色明確性亦具有重要影響力。研究結果顯示，長照品牌不僅是外部市場識別工具，更具有組織治理與服務校準功能。
本研究建議長照組織未來應強化內部品牌管理、行為識別與品牌文化推動，使品牌能真正落實於第一線照顧服務行為之中，以提升服務品質與組織永續發展能力。

With the rapid aging of Taiwan’s population, long-term care services have been predominantly driven by government policies, while relatively little attention has been paid to the branding of long-term care organizations. Consequently, compared with other service industries, research on brand management and employees’ brand-related behaviors in the long-term care sector remains limited. This study adopted the T Long-Term Care System as the research context to investigate the effects of brand-building initiatives on Employee-Based Brand Equity (EBBE) and Brand Citizenship Behavior (BCB), while also examining the role of Internal Brand Management (IBM).
A quantitative research design was employed. Data were collected through pre-test and post-test questionnaires administered to employees within the T Long-Term Care System, resulting in 274 valid responses. The data were analyzed using descriptive statistics, reliability analysis, independent-samples t-tests, and Pearson correlation analysis.
The findings revealed significant improvements in Brand Knowledge, Brand Fit, Brand Commitment, Role Clarity, Internal Brand Management, and Brand Citizenship Behavior following the implementation of brand-building initiatives. In addition, significant positive correlations were identified among all research constructs. Among these constructs, Brand Commitment exhibited the strongest positive association with Brand Citizenship Behavior, while Role Clarity also demonstrated a substantial influence. These findings suggest that branding in long-term care organizations serves not only as a means of external market differentiation but also as an important mechanism for organizational governance and service alignment.
Based on these findings, this study recommends that long-term care organizations strengthen internal brand management, behavioral identity, and brand culture development to ensure that brand values are effectively translated into frontline caregiving practices, thereby enhancing service quality and promoting organizational sustainability.

Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. The Free Press.
Baker, T. L., Rapp, A., Meyer, T., & Mullins, R. (2014). The role of brand communications on front line service employee beliefs, behaviors, and performance. Journal of the Academy of Marketing Science, 42(6), 642–657.
Berry, L. L. (2000). Cultivating service brand equity. Journal of the Academy of Marketing Science, 28(1), 128–137. https://doi.org/10.1177/0092070300281012
Boukis, A., & Christodoulides, G. (2020). Investigating key antecedents and outcomes of employee-based brand equity. European Management Review, 17(1), 41–55. https://doi.org/https://doi.org/10.1111/emre.12327
Burmann, C., & Zeplin, S. (2005). Building brand commitment: A behavioural approach to internal brand management. Journal of Brand Management, 12(4), 279–300. https://doi.org/https://doi.org/10.1057/palgrave.bm.2540223
Chen, C. F., & Fu, T. H. (2020). Policies and Transformation of Long-Term Care System in Taiwan. Ann Geriatr Med Res, 24(3), 187–194. https://doi.org/10.4235/agmr.20.0038
Cooper, J., & Cronin, J. J. (2000). Internal marketing: A competitive strategy for the long-term care industry. Journal of Business Research, 48(3), 177–181. https://doi.org/https://doi.org/10.1016/S0148-2963(98)00039-7
Dechawatanapaisal, D. (2018). Employee retention: The effects of internal branding and brand attitudes in sales organizations. Personnel Review, 47(3), 675–693. https://doi.org/https://doi.org/10.1108/PR-06-2017-0193
Hadjali, H. R., & Salimi, M. (2012). Investigation on the effect of organizational citizenship behaviors (OCB) toward customer-orientation: A case of nursing home. Procedia - Social and Behavioral Sciences, 57, 524–532.
Hsu, H. C., & Chen, C. F. (2019). LTC 2.0: The 2017 reform of home- and community-based long-term care in Taiwan. Health Policy, 123(10), 912–916. https://doi.org/10.1016/j.healthpol.2019.08.004
Huang, C.-Y., & Lai, C.-H. (2021). Effects of internal branding management in a hospital context. The Service Industries Journal, 41(15-16), 985–1006. https://doi.org/10.1080/02642069.2018.1491969
Hussein, A. S., & Ismail, A. (2020). Internal branding and employee engagement in long-term care services. Journal of Services Marketing, 34(6), 789–803. https://doi.org/https://doi.org/10.1108/JSM-10-2019-0382
Kapferer, J.-N. (2012). The New Strategic Brand Management: Advanced Insights and Strategic Thinking (5th ed.). Kogan Page Publishers.
Kim, S., & Lee, H. (2022). Internal branding and organizational alignment in long-term care facilities. Sustainability, 14(9), 5231. https://doi.org/https://doi.org/10.3390/su14095231
King, C. (2017). Brand management – standing out from the crowd: A review and research agenda for hospitality management. International Journal of Contemporary Hospitality Management, 29, 115–140. https://doi.org/10.1108/IJCHM-12-2015-0711
King, C., & Grace, D. (2009). Employee based brand equity: A third perspective. Services Marketing Quarterly, 30(2), 122–147.
Melewar, T. C., & Karaosmanoglu, E. (2006). Seven dimensions of corporate identity. European Journal of Marketing, 40(7/8), 846–869.
Morhart, F. M., Herzog, W., & Tomczak, T. (2009). Brand-specific leadership: Turning employees into brand champions. Journal of Marketing, 73(5), 122–142. https://doi.org/https://doi.org/10.1509/jmkg.73.5.122
Notarnicola, I., et al. . (2024). Transformational leadership and its impact on job satisfaction and personal mastery for nursing leaders in healthcare organizations. Healthcare, 12(3), 210–223. https://doi.org/https://doi.org/10.3390/healthcare12030210
Olins, W. (1996). The New Guide to Identity: How to Create and Sustain Change Through Managing Identity. Routledge. https://doi.org/https://doi.org/10.4324/9781315238128
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(4), 41–50. https://doi.org/10.2307/1251430
Punjaisri, K., Evanschitzky, H., & Wilson, A. (2009). Internal branding: An enabler of employees’ brand-supporting behaviours. Journal of Service Management, 20(2), 209–226. https://doi.org/ https://doi.org/10.1108/09564230910952780
Punjaisri, K., & Wilson, A. (2011). Internal branding process: Key mechanisms, outcomes and moderating factors. European Journal of Marketing, 45(9/10), 1521–1537. https://doi.org/https://doi.org/10.1108/03090561111151871
PwC Taiwan. (2025, June 18, 2025). 2025高齡與長照產業發展趨勢. 資誠. Retrieved Nov, 11 from https://www.pwc.tw/zh/publications/bio-insights/2025-ageing-and-long-term-care.html
Rizzo, J. R., House, R. J., & Lirtzman, S. I. (1970). Role conflict and ambiguity in complex organizations. Administrative Science Quarterly, 15, 150–163.
Shaari, H., Salleh, S. M., & Hussin, S. R. (2012). Relationship between brand knowledge and brand rewards, and employees’ brand citizenship behavior: The mediating roles of brand commitment. International Journal of Business and Society, 13(3), 345–360.
Steger, M. F., Dik, B. J., & Duffy, R. D. (2012). Measuring meaningful work: The Work and Meaning Inventory (WAMI). Journal of Career Assessment(3), 322–337. https://doi.org/https://doi.org/10.1177/1069072711436160
江旭新, & 游司宇. (2021). 雇主品牌管理與員工品牌權益：跨層次之中介與調節影響效果. 管理評論, 40(1), 47–74. https://doi.org/https://doi.org/10.6656/MR.202101_40(1).CNI047
宋育菁. (2017). 品牌知名度、服務品質對顧客價值衡量之研究-以高雄市某基金會居家服務中心為例 樹德科技大學].
邱彥瑜. (2020, Nov 23, 2020). 在供不應求的時代裡 打造品牌的多元長照. 侒可傳媒. Retrieved Nov, 16 from https://www.ankecare.com/article/1021-22066
郭珮茹. (2023). 長照機構服務品質、品牌信任和價值創新服務對消費者行為意圖影響之研究 國立雲林科技大學].
曾妙慧. (2024). 臺灣長照產業之歷史發展與課題──準市場觀點. 社區發展季刊, 185, 38–49.
黃品維. (2022). 員工體驗與雇主品牌吸引力之關聯性-員工世代之差異 國立臺灣師範大學].
蔡承憲. (2011). 臺北市私立小型老人養護型長期照顧機構品牌建立之初探研究 東吳大學]. 臺灣博碩士論文知識加值系統. https://hdl.handle.net/11296/df937f
衛生福利部. (2022, June 19, 2025). 長期照顧服務申請及給付辦法. Retrieved Feb 15 from https://law.moj.gov.tw/LawClass/LawAll.aspx?pcode=L0070059
衛生福利部長期照顧司. (2022, Dec 31, 2025). 長照十年計畫2.0. Retrieved Feb 15 from https://1966.gov.tw/LTC/cp-6572-69919-207.html
遲家慶. (2022). 探討雇主品牌、員工幸福感與留任意願的關聯性—以科技壓力和工作壓力作為干擾 中原大學].
蘇炫融. (2012). 成功行銷手法對於長期照護機構之消費者滿意度之研究 (Publication Number 2012年) 中臺科技大學]. AiritiLibrary.