scholarly journals IMPACT OF CELEBRITY ENDORSEMENT ON BRAND EQUITY

2014 ◽  
Vol 10 (3) ◽  
pp. 1953-1960
Author(s):  
Seyed Ibne-Ali Jaffari ◽  
Farooq Ahmad ◽  
Muhammad Mehtab ◽  
Asif Iqbal
Keyword(s):  
Brand Equity ◽  
Durable Goods ◽  
Positive Impact ◽  
Empirical Relationship ◽  
Mediating Role ◽  
Brand Credibility ◽  
Celebrity Endorser ◽  
The Relationship ◽  
Moderating Role

This research intends to explore the empirical relationship between endorsers credibility and consumer based brand equity in the presence of mediating role of brand credibility and moderating role of type of celebrities i.e. National or International was also examined. This paper uses two theories to explain the relationship; associative learning was used to explain the relationship between endorser and brand equity, and brand signaling to explain the relationship about the mediating role of brand credibility. The data was collected from Islamabad, the Federal capital of Pakistan and analyzed using SPSS. Results suggest that endorsers credibility has positive impact on brand equity and brand credibility mediates this relationship. The moderating role of type of celebrity was also discussed in this paper. The past literature suggests that celebrity endorser is one who is perceived as attractive, expert and trustworthiness. This research study examined the relationship of construct in the context of non-durable goods and measured the effectiveness of celebrity i.e. National or International proved to build brand equity. 

scholarly journals Impact of openness to experience on project success with mediating role of creativity and moderating ROLE OF uncertainty avoidance

2016 ◽  
Vol 4 (2) ◽  
pp. 58-64
Author(s):  
Marina Mailk ◽  
Keyword(s):  
Project Success ◽  
Positive Impact ◽  
Uncertainty Avoidance ◽  
Project Managers ◽  
Openness To Experience ◽  
Mediating Role ◽  
The Impact ◽  
The Relationship ◽  
Moderating Role

The purpose of the study was to examine the impact of openness to experience on project success with the mediating role of creativity and moderating role of uncertainty avoidance. Data were collected from 100 project managers by using questionnaires. In order to analyze the relationship regression and correlation techniques were used, which indicated the positive impact of openness to experience on creativity. The results of study indicated positive and significant impacts of predictors on response variables.

scholarly journals The mediating role of self-brand connection and brand identity in the relationship between brand credibility and brand loyalty

2020 ◽  
Vol 10 (2) ◽  
Author(s):  
Nguyen Ngoc Dan Thanh ◽  
Nguyen Duc Thanh ◽  
Le Thi Thanh Thuy ◽  
Do Minh Thuy ◽  
Nguyen Thi Thanh Thao ◽  
...  
Keyword(s):  
Brand Loyalty ◽  
Quantitative Research ◽  
Positive Impact ◽  
Brand Identity ◽  
Mediating Role ◽  
Brand Credibility ◽  
Congruity Theory ◽  
The Mind ◽  
The Relationship

Brand loyalty has a crucial role in the business and wins the mind of the customers is the key mission of any brand. On the other hand, consumers use brands to express themselves, position and integrate the brand image into their own identity. Hence, this study aims to find out the relationship between brand credibility, self-brand connection, and brand identity to brand loyalty in the context of Apple's brand. The study is quantitative research, data is surveyed in a single time collected from a population. 420 questionnaires are distributed to young people who are studying and working in Ho Chi Minh City and they are the current Apple customers. The finding of the research was shown that there has a mediating role of self-brand connection and brand identity in the relationship between brand credibility and brand loyalty. Also, brand identity has a positive impact on a self-brand connection. The findings also implied to the managers must be aware to build up the brand of products, it could increase the brand loyalty of customers. The results were also contributed to the knowledge of self-congruity theory about the self-brand connection would affect the relationship. Keywords: Brand credibility, self-brand connection, brand identity, brand loyalty.

scholarly journals Brand Equity and Firm Sustainable Performance: The Mediating Role of Analysts’ Recommendations

2019 ◽  
Vol 11 (4) ◽  
pp. 1086 ◽  
Author(s):  
Kui Wang ◽  
Wei Jiang
Keyword(s):  
Brand Equity ◽  
Negative Impact ◽  
Positive Impact ◽  
Financial Analysts ◽  
Listed Firms ◽  
Mediating Role ◽  
Sustainable Performance ◽  
Stock Investments ◽  
The Relationship

Current literature has overlooked the signaling effects of the brand on a firm’s sustainable performance through financial analysts. This study posits that financial analysts may serve as the information bridge connecting brand equity and a firm’s sustainable performance by providing professional recommendations of stock investments to public investors. Using a longitudinal archived dataset of Chinese listed firms, we found that: (1) brand equity improves the level of analysts’ recommendations for a focal firm’s stock, and also reduces the inconsistency of analysts’ recommendations; (2) industrial competition further strengthens the positive impact of brand equity on analysts’ recommendation level and strengthen its negative impact on recommendation inconsistency; (3) analyst recommendations mediate the relationship between brand equity and a firm’s sustainable performance in terms of abnormal return, systematic and idiosyncratic risk. These findings emphasize the importance of financial analysts’ recommendations in influencing the value of brand equity on sustainable firm performance.

scholarly journals How Employee’s Leadership Potential Leads to Leadership Ostracism Behavior: The Mediating Role of Envy, and the Moderating Role of Political Skills

2020 ◽  
Vol 17 (9) ◽  
pp. 3080
Author(s):  
Ying Xue ◽  
Xiyuan Li ◽  
Hongmei Wang ◽  
Qiu Zhang
Keyword(s):  
Positive Impact ◽  
Practical Significance ◽  
Dark Side ◽  
Leadership Potential ◽  
Political Skills ◽  
Mediating Role ◽  
The Impact ◽  
The Relationship ◽  
Moderating Role

Recently, research on the leadership potential of employees has gradually attracted the attention of scholars. However, further exploration is required to better understand the upward influence of employee’s leadership potential on their leaders. This study examined the mechanisms behind the impact of employee’s leadership potential on leadership ostracism behavior. Moreover, the mediating role of leader’s envy and the moderating role of employee’s political skills in the relationship between employee’s leadership potential and leadership ostracism behavior were investigated. The results of an empirical analysis of 221 employee–leader pairs, studied over multiple periods, are as follows: employee’s leadership potential had a significant positive impact on leader’s envy and leadership ostracism behavior; leader’s envy had a significant positive impact on leadership ostracism behavior; and leader’s envy mediated the relationship between leadership potential and leadership ostracism behavior. In addition, employee’s political skills negatively moderated the indirect effect of leadership potential on leadership ostracism behavior through leader’s envy. The leadership potential of employees with more political skills appeared to have less influence on organizational ostracism via leader’s envy. This study explored the “dark-side” of employee’s leadership potential by understanding its impact on their leaders; the findings have theoretical and practical significance for companies.

scholarly journals Impact of Authoritative and Laissez-Faire Leadership on Thriving at Work: The Moderating Role of Conscientiousness

2021 ◽  
Vol 11 (3) ◽  
pp. 667-685
Author(s):  
Zulfiqar Ahmed Iqbal ◽  
Ghulam Abid ◽  
Muhammad Arshad ◽  
Fouzia Ashfaq ◽  
Muhammad Ahsan Athar ◽  
...  
Keyword(s):  
Leadership Style ◽  
Positive Impact ◽  
Work Relationship ◽  
Laissez Faire ◽  
Relationship Of ◽  
The Impact ◽  
The Relationship ◽  
Moderating Role ◽  
Thriving At Work

This study empirically investigates the less discussed catalytic effect of personality in the relationship of leadership style and employee thriving at work. The growth and sustainability of the organization is linked with the association of leadership style and employee thriving at the worplace. The objectives of this study are to explore the impact of authoritative and laissez-faire leadership styles and the moderating role of the personality trait of conscientiousness on thriving in the workplace. A sample of 312 participants was taken from a leading school system with its branches in Lahore and Islamabad, Pakistan. The participants either worked as managers, teachers in headquarters, or school campuses, respectively. The regression results of the study show that authoritative leadership and conscientiousness have a significantly positive impact on thriving at work. Furthermore, conscientiousness moderates the relationship between laissez-faire style of leadership and thriving at work relationship. The findings of this study have theoretical implications for authoritative and laissez-faire leadership, employee conscientiousness, and managerial applications for the practitioners.

Mediating Effect of WhatsApp Addiction Between Social Loneliness and Preference for Online Social Interaction: A Cross-cultural Study

2021 ◽  
pp. 097215092110556
Author(s):  
Komal Nagar ◽  
Gurmeet Singh ◽  
Rabinder Singh
Keyword(s):  
Social Interaction ◽  
Underlying Mechanism ◽  
Mediating Effect ◽  
Mediating Role ◽  
Cross Cultural Study ◽  
Online Social Interaction ◽  
The Relationship ◽  
Moderating Role ◽  
Social Loneliness

The present study aims to explore the relationship between social loneliness and online interaction through WhatsApp addiction among a sample of Indian and Fijian respondents. Based on the responses of 202 Indian and 73 Fijian respondents, the present research study validated the mediating role of WhatsApp addiction, revealing that social loneliness increased the possibility of preferring to interact online through increased WhatsApp addiction. The empirical results showed that the underlying mechanism of social loneliness might indirectly influence consumers’ preference for online social interaction (POSI). The study further assessed the moderating role of culture in the association between social loneliness and POSI. Findings of the moderated mediation analysis demonstrated that, the association between loneliness and preference to socialize online differed, based on the identified cultural differences between Indian and Fijian groups.

A Cross-Level Theoretical and Empirical Model of Positive Emotions, Leader Identification, and Leader–Member Exchange

2021 ◽  
Vol 20 (3) ◽  
pp. 124-135
Author(s):  
Chongrui Liu ◽  
Cong Wang ◽  
Yan Liu ◽  
Xuran Liu ◽  
Yuan Ni
Keyword(s):  
Positive Emotions ◽  
Leader Member Exchange ◽  
Mediating Role ◽  
Member Exchange ◽  
Leadership Context ◽  
Broaden And Build Theory ◽  
Mediating Factor ◽  
The Relationship ◽  
Moderating Role

Abstract. Although leader–member exchange (LMX) has been widely studied, knowledge about how followers influence the LMX process remains unknown. By integrating the broaden-and-build theory (BBT) with the emotion as social information (EASI) theory, we develop a follower-centric multilevel model to investigate how followers' positive emotions have an impact on LMX via the mediating role of leader identification and the moderating role of leaders' positive emotions. We conducted a survey with 319 Chinese employees from 67 teams. The results indicated that leader identification served as a mediating factor in the relationship between followers' positive emotions and LMX. The work unit leaders' positive emotions strengthened the relationship between leader identification and LMX and moderated the mediated relationship among followers' positive emotions, leader identification, and LMX. Altogether, our findings inform new knowledge in terms of how followers may influence the development of LMX. We also help to extend the BBT and the EASI theory to the leadership context.

Van rechtvaardigheid naar uitputting en bevlogenheid

2012 ◽  
Vol 25 (2) ◽  
Author(s):  
Peter Verboon ◽  
Klaas Schakel ◽  
Karen van Dam
Keyword(s):  
Organizational Justice ◽  
Affective Commitment ◽  
Positive Behavior ◽  
Mediating Role ◽  
Two Samples ◽  
Group Engagement ◽  
Relationship Of ◽  
The Relationship ◽  
Moderating Role

From justice to exhaustion and engagement. The role of affective commitment to the organization From justice to exhaustion and engagement. The role of affective commitment to the organization In two studies the relationship between perceived organizational justice and emotional exhaustion and engagement was studied. Especially, the role of affective commitment to the organization in this relationship was examined. According to the group engagement model of Tyler and Blader (2003), procedural justice will result in positive behavior and attitudes because it increases commitment to the organization, thus implying that affective commitment mediates the relationship of justice with exhaustion and engagement. Conversely, Glazer and Kruse (2008) argue that a strong commitment to the organization can mitigate the effect of stressors, like injustice perceptions, on exhaustion and engagement, implying a moderating effect of commitment. These models were tested in two samples with employees working in a police organization. Both studies supported the mediating role of commitment; no evidence was found for a moderating role of commitment. The implication of these outcomes and the limitations of the study are discussed.

scholarly journals Employee critical psychological states as determinants of employee brand equity in banking: a multi-group analysis

2017 ◽  
Vol 12 (3) ◽  
pp. 61-73 ◽  
Author(s):  
Mohsin Altaf ◽  
Sany Sanuri Mohd Mokhtar ◽  
Noor Hasmini Abd Ghani
Keyword(s):  
Brand Equity ◽  
Brand Image ◽  
Group Analysis ◽  
Psychological Ownership ◽  
Brand Knowledge ◽  
The Relationship ◽  
Moderating Role ◽  
Brand Understanding ◽  
Conventional And Islamic Banks

The objective of the study is to investigate the moderating role of affective sentiments of brand psychological ownership of an employee in the relationship among the cognitive sentiments of employee brand understanding and employee brand equity of conventional and Islamic banks. Survey method was adopted to collect data from respondents from conventional and Islamic banks. Data were collected from 279 employees from the banking sector using two-stage probability sampling. Disproportionate stratified random sampling and simple random sampling were employed to collect responses. To analyze the data, multi-group analysis was applied using PLS-SEM technique through SmartPLS 3.0. Results demonstrated that congruence between brand image and individuals has a moderating effect on the relationship between brand confidence and employee brand equity in conventional banking. Responsibility to maintain brand image has a moderating effect on the relationship between brand knowledge and employee brand equity in conventional banking. In case of Islamic banking, only congruence between brand image and individuals exhibited a moderating role on the relationship between brand knowledge and employee brand equity. The importance of brand understanding of employees and psychological ownership of a brand has been widely discussed in branding literature. However, only a few studies investigated the relationship between dimensions of employee brand understanding and the employee brand psychological ownership with employee brand equity. The cognitive and affective sentiments of both exogenous latent constructs, their relationships, and the interaction effect of cognitive and affective sentiments were seldom discussed in branding literature. This study covers the in-depth view and investigation of brand understanding of employ¬ees and the affective and cognitive sentiments of brand psychological ownership with em¬ployee behavior toward a brand. This study also uncovers the moderating role of affective sentiments of brand psychological ownership on the relationship between cognitive senti¬ments of employee brand understanding and employee brand equity. This study will help researchers analyze the in-depth role of affective and cognitive sentiments on brand sup¬portive related behavior of employees.

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