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Work enthusiasm and organizational socialization (Training, Understanding, Coworker Support, and Future Prospects) were compared in two predominantly Chinese regions, i.e., Macau (a former Portuguese territory in China) and Zhuhai in the People’s Republic of China. Data were collected from 276 (96 Macau and 180 Zhuhai) full‐time, line‐level, ethnic Chinese employees in the two regions. Results revealed the Zhuhai employees to be much more enthusiastic at work. The Zhuhai employees also evaluated Training, Understanding, and Future Prospects more highly than did the Macau employees (no differences were found for Coworker Support). Regression analyses revealed Future Prospects to be the strongest predictor of work enthusiasm in Zhuhai, while education and years on the job explained most of the variance for work enthusiasm in Macau. The results of the comparisons are discussed in terms of the similarities and differences in the cultures and economic development of the regions.

Using the context of Rio Olympic games, the purpose of this paper is to investigate attitude toward sponsorship outcome as it relates to purchase behavior, gender, sponsor patronage, sports enthusiasm, and social media consumption.

Data were collected using an online survey of 265 participants. Questions regarding demographics, viewing habits, sports participation, enthusiasm, attitude toward Olympic events were included in the survey. The four sub-scales were sponsorship attitude, sponsor patronage, social media consumption, and sports enthusiasm.

The findings of the study showed that social media consumption is positively related to attitude toward event and sports patronage. There was a significant gender difference on attitude toward event, social media consumption, and sports enthusiasm. Predictors for making a purchase as a result of seeing a social media advertisement were gender, playing competitive sport, and social media consumption.

This study will add to the body of academic and practitioner research on sponsorship outcomes, and provides an opportunity for marketers to leverage social media networks for sponsorship communication.

As the use of social media networks has increased over the past few years, no previous study has investigated association of sports enthusiasm, gender, or social media consumption toward sponsor patronage which relates to consumers seeking out sponsors and being influenced to make a purchase as a result of marketing communication of sponsors.

Team leaders require enthusiasm and commitment from their team members to enable them to be agile, adaptable and responsive. This paper uses results from a longitudinal study of a successful building construction project delivered using a project alliancing approach. Results presented use a model pioneered by the US academic Peter Senge. This helps explain the system dynamics that generated the necessary enthusiasm and commitment to support collaboration and co‐operation within and between project teams. It became clear that enthusiasm and commitment can be achieved on construction projects provided that a collaborative and co‐operative workplace environment is carefully nurtured and crafted, which not only supports drivers for enthusiasm and commitment, but also addresses barriers that inhibit those values. Experience gained from studying the exemplar project illustrated in this paper provides the basis for a model of how to create and maintain the necessary workplace environment.

Studies have shown that customer orientation has a substantial impact on a business's success. This study examines the effects of positive personality on salespeople's proactive customer orientation (PCO) and responsive customer orientation (RCO) by incorporating the effects of job enthusiasm and transformational leadership.

A questionnaire survey is conducted. A total of 511 questionnaires are received from Taiwan's life insurance salespeople. Partial least squares (PLS) regression is used to test the hypotheses.

The results show that positive personality influences PCO and RCO both directly and indirectly through job enthusiasm. The effect of transformational leadership is also found to be significant. Financial service companies should be concerned about the important role of positive personality and transformational leadership in promoting job enthusiasm, PCO and RCO among salespeople.

Previous studies mostly focused on the direct relationship between customer orientation and organizational outcomes, neglecting the role of individual personality. This gap leaves us wondering how a positive personality influences a salesperson's proactive and responsive customer orientation. To the authors' knowledge, this is the first study to examine the mechanisms of a positive personality, job enthusiasm, and transformational leadership on salespeople's PCO and RCO.

This study aims to examine the effects of voice enthusiasm (enthusiastic voice vs calm voice) on social ratings of the speaker, cognitive load and transfer performance in multimedia learning.

Two laboratory experiments were conducted in which learners learned from a multimedia presentation about computer algorithm that was narrated by either an enthusiastic human voice or a calm human voice.

Results from Experiment 1 revealed that the enthusiastic voice narration led to higher social ratings of the speaker and transfer performance when compared to the calm voice narration. Experiment 2 demonstrated that the enthusiastic voice led to higher affective social ratings (human-like and engaging) and transfer performance as compared to the calm voice. Moreover, it was shown that a calm voice prompted a higher germane load than an enthusiastic voice, which conforms to the argument that prosodic cues in voice can influence processing in multimedia learning among non-native speakers.

This study extends from prior studies that examined voice effects related to mechanization, accent, dialect, and slang in multimedia learning to examining the effects of voice enthusiasm in multimedia learning.

Researchers suggest that trust building may be challenging in the face of conflict. However, there is an emerging proposition that conflict is critical for trust. Using affective events and attribution theories as a framework, the purpose of this paper is to present a model of the mediating effects of positive emotional arousal and self‐conscious emotions in the relationship between conflict and trust.

Data were collected from 325 students enrolled in varied postgraduate programs in a large business school. The authors employed Preacher and Hayes's bootstrapping SPSS macros to test the direct and mediation effects of the connection between conflict, emotions and trust.

Results showed that task, relationship and process conflict were associated with differing aspects of positive emotional arousal (enthusiasm, excitement) and self‐conscious emotions (guilt and shame). Similarly, behavioural guilt was linked with trust while emotions mediated the link between conflict and trust.

The authors acknowledge that there are possible covariates (e.g. how long ago did the conflict occur?) with the variables used in the current study. Future research should include such covariates in the study of the relationship between conflict emotions and trust. Also, the data were largely cross‐sectional, drawn from a relatively small sample. In future, researchers should examine similar constructs with longitudinal data and in large organisational sample. In spite of the above limitations, the validity of the results presented in this paper is not compromised. The study extends self‐conscious emotions literature by demonstrating that guilt and shame have cognitive and behavioural properties and with differing connections with conflict and trust.

The paper's findings suggest that managers who want to engender trust in conflict situations should stimulate task conflict to arouse enthusiasm and excitement. These discrete emotions are critical for building integrity based trust. Alternatively, by managing reparative emotions of guilt effectively, managers may increase levels of perceived trust. Overall, the results suggest that focusing on the effect of conflict on trust without considering the positive emotional arousal and self‐conscious emotions could yield disappointing outcomes.

The study provides new insights into the influence of conflict on trust and the mediating role of emotions (e.g. guilt and shame) in the link between conflict and trust. The paper also offers a practical assistance to individuals interested in building trust, especially in the face of conflict.

The purposes of the present study were to analyse: (1) if there is a hierarchical relationship between cognitive dimension (attention) and emotional dimension (enthusiasm); (2) to what extent the cognitive and emotional dimensions of the customer engagement (CE) affect loyalty to consumer brands in traditional settings and in social media; and (3) if involvement moderates the relationships between cognitive and emotional dimensions of CE and between each CE dimension and the two kinds of loyalties (offline and social media).

The authors applied structural equation model on a sample of 272 passengers of main airlines operating the domestic Argentinian market in 2018. The authors also used multigroup analysis to combine involvement as a moderator variable.

Cognitive dimensions of engagement (attention) had a direct and positive effect on the emotional engagement (measured by enthusiasm). Capturing the attention of passengers is key to maintaining their loyalty both in offline and online environments, especially if they are lowly involved with brands.

The present study suggests and tests a model for the consequences of CE as a multidimensional construct in a specific service context.

Following the attitude formation approach and the hierarchy of effect of advertising theory, this study researched the dynamic of relationship between cognitive and emotional dimensions of CE. The results contribute on the line of considering CE as a process, including stages that consumers go through until they achieve the engagement with the brand. The results offer evidence of the specific impact of each CE dimension on loyalty at two environments (offline and social media).

本研究有以下三個目標：

(1) 、探討認知維度 (注意) 與情緒維度 (熱忱) 之間是否存在著一個等級關係;

(2) 、瞭解顧客契合的認知維度和情緒維度、分別在傳統的設置裡，以及在社交媒體內，影響消費者品牌忠誠的程度;和.

(3) 、研究參與會否調節顧客契合的認知維度和情緒維度之間的關係;再者，參與會否調節顧客契合每個維度與兩類忠誠 (即離線和社交媒體) 之間的關係。

我們以結構方程模型，分析一個涵蓋於2018年在阿根廷國內市場營運的主要航空公司272名乘客的樣本，我們亦以多組分析，把參與作為調節變數，合併在一起。

研究結果顯示，顧客契合的認知維度對情緒維度 (以熱忱來計量) 有直接和積極的影響。研究結果亦顯示，若要在離線、以及在網絡環境下維持乘客的忠誠，最重要的是公司需取得他們的注意，特別是當他們談及品牌時是卑微的。

本研究為瞭解在一個特定服務業的背景裡，顧客契合、作為多元的構建會帶來的結果，建議並測試了一個模型。

研究人員使用態度形成的理念和廣告的階層效果理論，去探討顧客契合的認知維度與情緒維度之間的關係的動態。研究的貢獻、在於視顧客契合為一個過程，而這個過程，包括了消費者若要與品牌齧合所需經過的階段。另外，研究結果為每個顧客契合，在離線和社交媒體兩個環境裡，對忠誠所產生特定的影響提供了證據。

Product enthusiasts, increasingly prevalent in American society, represent significant marketplace forces because of their high levels of information seeking, opinion leadership, and innovativeness. For marketers to best serve these consumers, many commonly used marketing strategies must be altered or adapted. In this article, marketing mix elements serve as a framework to discuss strategic issues relevant to this category of consumer.

An empirical investigation based on 222 sports fans of a university basketball team finds that sports enthusiasm and the mere exposure to sponsorship stimuli is positively associated with the awareness of event sponsors. In addition, the findings reveal the negative impact of advertising and sponsorship clutter on individuals' recall and recognition of sponsors.