Thought favorability: mediating role in fit and brand advocacy

2021 ◽  
Vol 11 (1) ◽  
pp. 40-53
Author(s):  
Devika Vashisht ◽  
HFO Surindar Mohan ◽  
Abhishek Chauhan ◽  
Raveesh Vashisht
Keyword(s):  
Policy Makers ◽  
Content Type ◽  
Mediating Role ◽  
Heuristic Systematic Model ◽  
Brand Advocacy ◽  
Brand Placements ◽  
Congruity Theory ◽  
Relationship Of ◽  
The Relationship

PurposeThe purpose of this study is to investigate the effect of game-product fit on brand advocacy and mediating role of thought favorability in fit and brand advocacy relationship in the context of in-game advertising (IGA) using congruity theory and heuristic systematic model. This expounds the conditions under which in-game brand placements form favorable or unfavorable thoughts about the game and the advertised brand, and following brand advocacy.Design/methodology/approachA total of 144 student-gamers participated in the study. One-way ANOVA and a path analysis were used for hypotheses testing.FindingsResults showed that the high-fit game resulted in higher thought favorability and greater levels of brand advocacy than the low-fit game. Furthermore, results also revealed that thought favorability mediated the relationship of game-product fit and brand advocacy among players.Research limitations/implicationsResearch on IGA is still in its relative infancy, and how gamers respond to brand placements in games has yet to be fully established. This paper’s theoretical implications are primarily in the context of in-game advertising and explain the role played by game-product fit as an originator to thought favorability that further adds value to thought favorability and brand advocacy relationship.Practical implicationsThe study offers important implications for marketers, advertisers, policy-makers in terms of effective game-designing and IGA execution.OriginalitySince very little research has been done focusing on mediating role of thought favorability in game-product fit and brand advocacy relationship in the context of IGA from attention and elaboration perspectives, this paper scores as a pioneering study of its kind in India.

The dimensional linkage between public service motivation and innovative behavior in public sector institutions; the mediating role of psychological empowerment

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Muhammad Asim Rafique ◽  
Yumei Hou ◽  
Muhammad Adnan Zahid Chudhery ◽  
Nida Gull ◽  
Syed Jameel Ahmed
Keyword(s):  
Public Sector ◽  
Public Service ◽  
Psychological Empowerment ◽  
Public Service Motivation ◽  
Innovative Behavior ◽  
Content Type ◽  
Mediating Role ◽  
Relationship Of ◽  
The Relationship

PurposeInnovations are imperative for organizational growth and sustainability. This study focuses on the employees' innovative behavior, a source of organizational innovations, which has received substantial attention from the researchers. Based on the psychological empowerment theory, the study exposes the effect of the various dimensions of public service motivation (PSM) on employees' innovative behavior (IB) in public sector institutions especially in the context of developing countries such as Pakistan. Moreover, the study also investigates the mediating role of psychological empowerment (PSE) between the dimensions of PSM and IB.Design/methodology/approachThis study used the cross-sectional research design. By using random sampling, the adapted survey questionnaires were used to collect data from 346 faculty members of public sector universities located in provincial capitals of Pakistan. A partial least square–structural equation modeling (PLS-SEM) tool was used to assess the proposed hypotheses through SMART-PLS software.FindingsResults revealed that attraction to policymaking (APM), compassion (COM), self-sacrifice (SS) have a significant impact on employees' PSE and their innovative behavior, while the relationship of commitment to the public interest (CPI) with PSE and IB was found insignificant. Moreover, PSE partially mediated the relationship between PSM dimensions and employees' IB.Originality/valueThere was a scarcity of research on IB especially in public sector institutions such as academia. This study theoretically contributed to the literature by providing a refined picture in assessing the proposed relationship of the constructs. This is also one of the original studies that examine the relationship between the dimensions of PSM and IB.

Does work engagement mediate the perceived career support- and career adaptability- work performance relationship?

2019 ◽  
Vol 12 (2) ◽  
pp. 310-327 ◽  
Author(s):  
Manish Gupta
Keyword(s):  
Work Engagement ◽  
Work Performance ◽  
Career Adaptability ◽  
Career Support ◽  
Content Type ◽  
Mediating Role ◽  
Positive Effects ◽  
Relationship Of ◽  
The Relationship

Purpose The purpose of this paper is to examine the mediating role of work engagement between the relationship of perceived career support and work performance as well as between the relationship of career adaptability and work performance. Design/methodology/approach Data were collected form 606 i-generation liquid knowledge workers. They had completed their internship program in the industry for a period of at least one month. Regression analysis was carried out to test the hypothesized framework. Findings Most of the results indicated support for the hypotheses. Work engagement was found to be mediating the perceived career support and work performance relationship fully. However, work engagement was found to be mediating the career adaptability and work performance relationship only partially. Research limitations/implications Engaging liquid workers plays a crucial role in passing the positive effects of perceived career support and career adaptability to work performance. Practical implications The findings suggest that managers may take steps to enhance engagement levels of the employees so that it can help the interns high on perceived career support and career adaptability perform well at work. Originality/value To the best of the authors’ knowledge, this study is unique that tests and finds the intervening role of work engagement between work performance and the two career-related constructs.

Passive leadership and its relationship with organizational justice

2018 ◽  
Vol 37 (2) ◽  
pp. 212-223 ◽  
Author(s):  
Muhammad Majid Adeel ◽  
Hafiz Ghufran Ali Khan ◽  
Naveed Zafar ◽  
Syed Tahir Rizvi
Keyword(s):  
Organizational Justice ◽  
Design Methodology ◽  
Direct Relationship ◽  
Social Science Knowledge ◽  
Content Type ◽  
Mediating Role ◽  
Independent Variable ◽  
Relationship Of ◽  
The Relationship

Purpose The purpose of this paper is to examine the relationship among passive leadership, organizational justice and affect-based trust. In addition, the meditating role of affect-based trust between these relationships is also investigated. Design/methodology/approach The data have been collected using anonymously completed questionnaire that has questions regarding passive leadership as independent variable, affect-based trust as mediator and organizational justice as dependent variable. Findings It is noted that the passive leadership is negatively associated with the affect-based trust and perceptions of organizational justice and the mediating role of affect-based trust is also confirmed between these relationships. Originality/value This study provides a new insight for social science knowledge base by explaining the direct relationship of passive leadership with organizational justice and through affect-based trust.

Justice and employee engagement

2015 ◽  
Vol 7 (1) ◽  
pp. 89-103 ◽  
Author(s):  
Manish Gupta ◽  
Yln Kumar
Keyword(s):  
Employee Engagement ◽  
Future Research ◽  
Content Type ◽  
Mediating Role ◽  
Member Exchange ◽  
Challenging Environment ◽  
High Level ◽  
Relationship Of ◽  
The Relationship

Purpose – The purpose of this paper is to examine the mediating role of trust in the relationship of justice and employee engagement (EE) in Indian B-schools. Design/methodology/approach – Multiple regression was carried out on the responses obtained from 320 academics working in different Indian B-schools. Findings – The results showed that vertical trust (VT) partially mediates the procedural justice (PJ) and the EE relationship. Distributive justice, PJ, VT and EE were found to be significantly correlated with each other. Research limitations/implications – A very important implication from the findings is that the research will help the Indian B-schools engage their employees in a better manner and face the challenging environment. Future research can be carried out on finding the mediating effects of leader member exchange on VT-EE relationships with other levels of higher education. Originality/value – The current study empirically proved that a good level of PJ leads to a high level of VT and which ultimately results in engaged academics in Indian B-schools.

Nostalgic advertising: managing ambivalence to make it work

2019 ◽  
Vol 37 (3) ◽  
pp. 284-297 ◽  
Author(s):  
Ekta Srivastava ◽  
Satish S. Maheswarappa ◽  
Bharadhwaj Sivakumaran
Keyword(s):  
Negative Affect ◽  
Cognitive Processing ◽  
Top Down ◽  
Content Type ◽  
Processing Style ◽  
Processing Styles ◽  
Mediating Role ◽  
Relationship Of ◽  
The Relationship

Purpose The purpose of this paper is to study the affective outcome of ambivalent nostalgia through use of executional variables, develop a framework linking nostalgia (through affect) and consumers’ cognitive processing, and explain the relationship of nostalgia with self-brand connection (SBC) and willingness to pay a premium (WTPP) through a mediator, cognitive processing. Design/methodology/approach This research is based on two experiments. In study 1, students were shown a nostalgic ad paired with a vignette to manipulate “past–present contrast.” In study 2, positive and negative moods were induced and an informative nostalgic ad was shown to measure processing styles and SBC and WTPP; this was followed by mediation analysis. Findings The findings are as follows: first, “Past–present contrast” can reduce the negative affect in nostalgia, making it less ambivalent; second, positive (negative) affect leads to top-down (bottom-up) processing; third, SBC and WTPP are higher when top-down processing is used; and, fourth, processing style is a mediator between affect and SBC/WTPP. Practical implications Managers may use the “good past, good present” scenario to mitigate negative affect in nostalgia. Nostalgic ads may be used by brands that want consumers to pay a price premium, have a strong SBC and when they want consumers to use top-down processing. Originality/value This paper demonstrates how to reduce ambivalence and associate brands with positive affect in nostalgia, and gain SBC and WTPP; the mediating role of cognitive processing in the relationship of nostalgia with SBC and WTPP is delineated.

Game-speed influence and brand attitude: mediating role of thought favorability in in-game advertising

2018 ◽  
Vol 8 (1) ◽  
pp. 99-112 ◽  
Author(s):  
Devika Vashisht ◽  
Surinder Mohan
Keyword(s):  
High Speed ◽  
Online Advertising ◽  
Brand Attitude ◽  
Content Type ◽  
Mediating Role ◽  
Capacity Model ◽  
Heuristic Systematic Model ◽  
Brand Placements ◽  
Game Developers

Purpose The purpose of this paper is to investigate the effect of game-speed on brand attitude and mediating role of thought favorability in the speed-attitude relationship in the context of in-game advertising (IGA). Specifically, this investigation employs the Limited Capacity Model of Attention and the heuristic-systematic model to explain the conditions under which in-game brand placements form favorable or unfavorable thoughts about the game and the embedded brand, and subsequent brand attitude. Design/methodology/approach In total, 78 student-gamers participated in the study. One-tailed independent-samples t-tests and a path analysis were used for hypothesis testing. Findings Results revealed that fast-paced games resulted in higher thought favorability and more favorable brand attitude than the slow-paced games. Furthermore, the results also showed that thought favorability mediated the relationship of game-speed and brand attitude among Indian gamers. Research limitations/implications This paper adds to advertising literature from a non-traditional advertising perspective, primarily in the context of IGA, and explains the role played by game-speed as an antecedent to thought favorability that adds value to thought favorability and brand attitude relationship. Also, the study provides an important implication for the marketers that to generate more positive brand attitudes and high favorable thoughts, advertisers and game-developers must focus on high-speed games. Originality/value This study is the first in its stream toward understanding the mediating role of thought favorability in determining the persuasion effect on Indian gamers’ brand attitude in the context of online advertising from attention and elaboration perspectives.

Can healthcare servicescape affect customer’s attitude? A study of the mediating role of image congruence and moderating role of customer’s prior experience

2016 ◽  
Vol 8 (2) ◽  
pp. 106-126 ◽  
Author(s):  
Sreejesh S. ◽  
Debjani Sahoo ◽  
Amarnath Mitra
Keyword(s):  
Prior Experience ◽  
The Body ◽  
Content Type ◽  
Mediating Role ◽  
Self Image ◽  
Image Congruence ◽  
Congruity Theory ◽  
Customer Attitude ◽  
The Relationship

Purpose – The purpose of this paper is twofold. First, develop and test a conceptual model to understand the relationship between customers’ servicescape perceptions, self-image congruity and attitude in healthcare context. Second, to examine the extent to which the relationship between customers’ self-image congruity to attitude in a fully mediated model is moderated by their prior experience. Design/methodology/approach – Utilizing a self-administered survey of 320 customers, the study tested the proposed relationships with robust data analytic techniques. Findings – The results show that favorable servicescape perceptions help customers to form image congruence in terms of symbolic and functional elements and thereby strengthen their attitude. Further, servicescape accentuated image congruence have varying effects on customers’ attitude depending up on customers’ prior experience. Research limitations/implications – This study emphasized the role of servicescape on self-image congruity formation and customer attitude in a new service context (healthcare), and contribute to the body of existing knowledge on servicescapes and image congruity and further verify the soundness and robustness of the integrative theoretical framework. Practical implications – Favorable servicescape perceptions may encourage customers to form image congruence and attitude. In this respect, managers should make efforts to signal desired servicescape perceptions in order to retain existing customers and attract new ones. Originality/value – This study was the first to apply an integrative perspective of inference theory and image congruity theory to the context of hospital services to understand the relationship between servicescape, image-congruity and customer attitude.

The relationship of social capital with objective career success: the case of Tunisian bankers

2019 ◽  
Vol 38 (2) ◽  
pp. 74-86
Author(s):  
Emna Gara Bach Ouerdian ◽  
Nizar Mansour
Keyword(s):  
Social Capital ◽  
Career Success ◽  
Training And Development ◽  
Network Resources ◽  
Content Type ◽  
Mediating Role ◽  
Relationship Of ◽  
The Impact ◽  
The Relationship

PurposeAlthough much research has investigated the impact of social capital on objective career success, the process through which this relation is established remains under-explored. In addition, studies conducted in the Middle East and North Africa region are scarce. The purpose of this paper is to examine and potentially bridge these gaps.Design/methodology/approachData were collected via survey from 348 Tunisian bankers. Path analysis using AMOS was used to explore the relationships between mentoring received, network resources training and development and objective career success. For testing the mediating hypotheses, the authors employed bootstrapping.FindingsResults support the conjecture that social capital is useful for career success. The authors found that when the employees receive mentoring, they seem to develop more instrumental network resources, and consequently they have wider access to training and development, which, in turn, will be related to better promotion outcomes. However, expressive network resources were not related to objective career success, and training and development did not mediate the relationship between these network resources and career success.Originality/valueTo the authors’ knowledge, this is one of the first studies to explore the relationship between social capital and objective career success in the Tunisian context. This paper also reveals the mediating role of training and development in the above relationship. These findings add to the cross-cultural literature on careers.

Relationship of perceived supervisor support, self-efficacy and turnover intention, the mediating role of burnout

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rola Chami-Malaeb
Keyword(s):  
Turnover Intention ◽  
Self Efficacy ◽  
Supervisor Support ◽  
Psychological State ◽  
Content Type ◽  
Perceived Supervisor Support ◽  
Mediating Role ◽  
Relationship Of ◽  
The Relationship

PurposeThe purpose of this paper is to study the effect of two positive organizational factors: the perceived supervisor support (PSS) and the self-efficacy (SE) on nurses' burnout (BO), which concurrently affect the turnover intention (TI) and the mediating role of BO in this relationship.Design/methodology/approachA cross-sectional survey-based study of a sample of 552 Lebanese registered nurses from 19 Lebanese hospitals was conducted.FindingsThe authors’ findings confirm that PSS and SE both reduce the level of BO and the turnover intention significantly. The higher the perceived supervisors' support and the nurses' SE, the less they experience BO. BO has partially mediated the relationship of the PSS and SE on TI. This study reveals that supervisors' support is well perceived by Lebanese nurses, whose s is relatively high, while their levels of BO are considered moderate. However, BO levels vary proportionally with demographic variables, namely age, work experience, gender, marital status and education.Originality/valueThis study provides new evidence on the relationship between PSS, SE and BO and turnover intention of Lebanese nurses. It is unique in studying the role of nurses' SE with regard to BO and TI and improving the quality of nurses' work life. It shows the significance of the supervisors' role in supporting the psychological state of nurses. The context of the study, Lebanon, is also novel as it differs from advanced economies institutionally, culturally and in legal frameworks that govern the employee–supervisor relationships.

Role of burnout on job level, job satisfaction, and task performance

2017 ◽  
Vol 38 (5) ◽  
pp. 630-645 ◽  
Author(s):  
Won Ho Kim ◽  
Young-An Ra ◽  
Jong Gyu Park ◽  
Bora Kwon
Keyword(s):  
Job Satisfaction ◽  
Task Performance ◽  
Organizational Context ◽  
Content Type ◽  
Job Level ◽  
Mediating Role ◽  
Final Sample ◽  
The Relationship ◽  
And Task

Purpose The purpose of this paper is to examine the mediating role of burnout (i.e. exhaustion, cynicism, professional inefficacy) in the relationship between job level and job satisfaction as well as between job level and task performance. Design/methodology/approach The final sample included 342 Korean workers from selected companies. The authors employed the Hayes (2013) PROCESS tool for analyzing the data. Findings The results showed that all three subscales of burnout (i.e. exhaustion, cynicism, professional inefficacy) mediate the relationship between job level and job satisfaction. However, only two mediators (i.e. cynicism, professional inefficacy) indicated the mediating effects on the association between job level and task performance. Originality/value This research presented the role of burnout on the relationships between job level, job satisfaction, and task performance especially in South Korean organizational context. In addition to role of burnout, findings should prove helpful in improving job satisfaction and task performance. The authors provide implications and limitations of the findings.

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