本研究欲探討雇主品牌與品牌共鳴金字塔評估問卷量表，回顧先前雇主品牌相關文獻，檢視企業建立雇主品牌之策略，企業如何決定其價值主張，如何傳遞品牌價值給在職員工及潛在員工，如何結合雇主品牌與品牌共鳴金字塔。
本研究使用專家效度問卷，並依造品牌共鳴金字塔模型，分別設計品牌凸顯、品牌功效、品牌意象、品牌判斷、品牌感受、品牌共鳴，所對應的問卷內容。透過此專家效度問卷，將能協助企業瞭解企業內部在職員工，對於自身雇主品牌之認識，從而修正及調整內部行銷行動，增進員工對於雇主品牌之認同，並強化雇主品牌之形象。
根據專家效度分析之結果顯示，總題項共計27題題目，其中共有18題為有效題項，顯示出品牌共鳴金字塔於雇主品牌量表之適用性。

The thesis focuses on developing employer branding and brand resonance model scale. Firstly, reviewing literatures related to employer branding, how firms established their own employer brand and enacted strategy, how firms decided their own value proposition, how firms delivered their value proposition to current and potential employees, how scholars combine employer branding and brand resonance model.
This research is conducted through expert validity. It follows Keller’s brand resonance model and design the questionnaire with brand salience, brand performance, brand imagery, brand judgement, brand feelings, brand resonance respectively. Through the scale, firms can discover current employees’ comprehension of their employer branding strategy, so firms can improve their internal marketing activities and enhance the imagery of employer branding.
The result of the expert validity turns out that among 27 questions, there are 18 questions confirmed validity. It shows that the combination of employer branding and brand resonance model are examined for developing scale.

論文審定書i
公開授權書ii
摘要iii
Abstractiv
第一章 緒論1
第一節前言1
第二節研究背景及研究動機2
第三節研究目的與研究問題3
第四節研究架構與研究流程4
第二章 文獻探討5
第一節雇主品牌5
第二節雇主品牌理論基礎7
第三節雇主品牌理論架構9
第四節僱員八大價值主張12
第五節品牌共鳴金字塔模型15
第六節雇主品牌與品牌共鳴金字塔18
第三章 研究方法21
第一節研究架構21
第二節研究對象21
第三節研究工具22
第四章 研究結果25
第一節問卷分析25
第二節CVI分析30
第三節題項建議32
第五章 結論與研究限制33
第一節研究結論33
第二節研究建議34
第三節研究限制34
第六章 參考文獻35
附錄一專家效度調查問卷：雇主品牌與品牌共鳴金字塔（英文版本）39
附錄二專家效度調查問卷：雇主品牌與品牌共鳴金字塔（中文版本）43
附錄三專家效度問卷回覆結果47
附錄四專家效度後修正完整版問卷（中文版本）50
附錄五專家效度後修正完整版問卷（英文版本）52
附錄六專家效度名單54

中文文獻
蕭妃伶，(2006)，雇主品牌之研究─內部與外部行銷觀點，國立中山大學人力資源管理研究所
顏秀玲，(2013)，雇主品牌、網路口碑對求職者組織吸引力的影響，國立中山大學人力資源管理研究所
丁瑞華，(2014)，普林斯頓，品牌行銷與管理，第三章，頁 79-114
林紓瑀，(2018)，企業社會責任、雇主品牌對於求職者應徵意圖之影響，國立中山大學人力資源管理研究所
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