Examining the Role of Self-concept Theory on Motivation, Satisfaction, and Intent to Return of Music Festival Volunteers

2016 ◽  
Vol 20 (1) ◽  
pp. 41-52 ◽  
Author(s):  
Jarrett R. Bachman ◽  
William C. Norman ◽  
Christopher D. Hopkins ◽  
Robert S. Brookover
2019 ◽  
Vol 23 (1) ◽  
pp. 2-16 ◽  
Author(s):  
Nagaraj Samala ◽  
Sapna Singh

PurposeMillennials are more fashion conscious, relate themselves to the fashion brands they wear. This concept of brand engagement with self-concept (BESC) studies with other marketing variables yields interesting results. The purpose of this paper is to investigate the role of BESC with brand love and brand advocacy of millennials toward their favorite fashion brands. The study also tests the moderating role of millennials’ involvement and knowledge.Design/methodology/approachData are collected from 621 graduate student millennials of a university. Hayes process macros is used to test the moderated-mediation model.FindingsThe study confirms the complementary mediating role of BESC and enhances the moderating role of involvement and knowledge. Millennials with high involvement and knowledge enhance the positive relationship between brand love, BESC and brand advocacy.Originality/valueThe study contributes to the existing literature of self-concept theory and provides useful insights for fashion marketers about millennials.


2012 ◽  
Vol 2 (1) ◽  
pp. 175
Author(s):  
Sayyed Mohsen Allameh ◽  
Saeed Alinajimi ◽  
Ali Kazemi

During the two recent decades, researchers of organizational behavior have paid special attention to extra-social behavior in organizations, and there has been specific focus on employees' affairs which are developed beyond formal job demands. Globalization era has created increased inter-individual mutual dependencies among organizations and groups. Thus, it has made more need for extra-social cooperation and interaction inside and outside the organizations. Therefore, organizational citizenship behavior plays a role in increasing the effectiveness and durability of the organization. The main purpose of this survey is to study the manner of impact of self-concept, and organizational identity on organizational citizenship behavior of employees of Social Security Corporation in Isfahan province and also to examine the existence of the balancing role of self-concept variable in the relationship between organizational identity and organizational citizenship behavior. This survey was conducted using descriptive-metrical method. Obtained results of this survey reveal that organizational citizenship behavior is affected by organizational identity, and self-concept; and each variable of organizational identity has positive correlation with organizational citizenship behavior. It means that by strengthening and improving the above variables it is possible to enhance organizational citizenship behavior. Also, results demonstrate that self-concept balances the relationship between organizational identity and organizational citizenship behavior.


2021 ◽  
Vol 18 (3) ◽  
pp. 201-217
Author(s):  
Wiktor Razmus ◽  
Beata Zarzycka

Past research links a decrease in religiosity with the development of marketing and, in particular, with the growing role of brands in consumers’ lives. Building on James's (1920) theory of the self, we propose that focusing on brands as a strategy for self-expression (brand engagement in self-concept; BESC) does not exclude religious commitment and may even be related with higher levels of religious commitment. We also suggest that this relationship is moderated by grandiose narcissism. The hypotheses were tested on a sample of 306 individuals in a cross-sectional study. The findings provide evidence that BESC is positively related to religious commitment and the higher an individual’s narcissism is, the stronger the positive relationship between BESC and religious commitment. These findings suggest that using brands as a strategy for self-expression is not a substitute for religious commitment.


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