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This research aims to examine the indirect relationship between feminine traits and employee contextual performance through transformational leadership. Additionally, it explored the role of leaders’ sex in moderating the relationship between feminine traits and transformational leadership through a moderated mediation model that subsequently influences employee contextual performance.

This study tested and validated the moderated mediation model using a two-wave survey with 295 samples. Bootstrapping was adopted for model testing.

The results indicated that leaders’ sex moderated the relationship between feminine traits and employee contextual performance through transformational leadership, such that the indirect effect was stronger for female leaders than for male leaders.

Female leaders can improve employee contextual performance by demonstrating transformational leadership with feminine traits. Organizations must implement measures (i.e. training) to promote the acceptance and application of leader gender and gender-role trait diversity, reduce the prevalence of gender stereotypes and help leaders benefit from learning and implementing the effective combination of leadership and feminine traits.

The study demonstrated the joint effects of leaders’ sex (difference) and gender-role traits on employee contextual performance through transformational leadership. These results provide female leaders with feminine traits to gain a leadership advantage and an in-depth understanding of role congruity theory from the perspective of leadership effectiveness.

The purpose of this paper is to examine whether masculine personality traits in women generate better job market prospects, as compared to feminine personality traits.

The authors utilized a field experiment (correspondent test) to capture the way in which firms respond to women who exhibit masculine and feminine personality traits. In doing so, the authors minimized the potential for reverse causality bias and unobserved heterogeneities to occur.

Women who exhibit masculine personality traits have a 4.3 percentage points greater likelihood of gaining access to occupations than those displaying feminine personality traits. In both male- and female-dominated occupations, women with masculine personality traits have an occupational access advantage, as compared to those exhibiting feminine personality traits. Moreover, women with masculine personality traits take up positions which offer 10 percentage points higher wages, in comparison with those displaying feminine personality traits. Furthermore, wage premiums are higher for those exhibiting masculine personality traits in male-dominated occupations than for female-dominated positions.

Within the labor market, masculine personality traits may increase competency levels and leadership capability.

As feminine personality traits are stereotypically attributed to women, and these characteristics appear to yield fewer rewards within the market, they may offer one of many plausible explanations as to why women experience higher unemployment rates, while also receiving lower earnings, as compared to men.

Masculine and feminine personality traits may be a probable outcome of wage-related differentials. The experimental study isolates spurious relationships and offers clear evaluations of the effect of masculine and feminine personality traits on occupational access and wage distribution. To the best of the authors knowledge, this is the first-field experiment to examine the effect of masculine and feminine personality traits on entry-level pay scales.

In this study, the authors relate cultural masculinity to individual level sexist beliefs (hostile and benevolent sexism) and gendered entrepreneurial stereotypes. The purpose of this paper is to explore whether hostile and benevolent sexism affect entrepreneurial intentions and whether this relationship is mediated by gendered entrepreneurial stereotypes.

The proposed relationships are explored using a sample of 192 participants from the USA and India with varying interest in starting a business. An online survey instrument was used to collect the data. Regression and mediation analyses were used to analyze the data.

The authors find that both hostile and benevolent sexism are positively related to entrepreneurial intentions of both men and women. However, only benevolent sexism is related to both the masculine and feminine gender traits ascribed to entrepreneurs. Interestingly, the authors find support that hostile sexism is actually positively related to feminine traits ascribed to entrepreneurs, albeit with a small effect size. The authors do not find any support that these results vary by participant gender; the findings are implicated for both men and women alike. The authors find that for both hostile and benevolent sexism only the feminine traits perceived as stereotypic of entrepreneurs partly mediate their relationship on entrepreneurial intentions.

The survey consists of cross-sectional, self-report data, and therefore the authors cannot conclusively infer causality. The direction of relationships found is of theoretical value. Only two countries are included in the sample limiting generalizability to other countries. Most of the participants in the sample reported some interest or experience in nascent entrepreneurial activities, which may limit the generalizability of findings to those without any prior interest or experience as a nascent entrepreneur.

The relationship between ambivalent sexism (both hostile and benevolent sexism) and both entrepreneurial intentions, and the gendered traits ascribed to entrepreneurs, has not yet been explored before this work. Using the lens of cultural masculinity, we present a theoretical model of how hostile and benevolent sexist attitudes facilitate or inhibit entrepreneurship via how entrepreneurs are perceived. This is the first study we know of which explores the relationship between Ambivalent Sexism and the gender attributes ascribed to entrepreneurs, and how these gendered entrepreneurial stereotypes in turn are related to entrepreneurial intentions.

This paper aims to introduce an identity fit perspective adding to the understanding of the Nordic gender equality paradox of top managing positions using a Danish sample as case.

In total, five hypotheses concerning identity perception of top managing positions and the relationship with own identity and type of industry were tested through a correlational research design utilizing a cross-sectional survey methodology. A total of 1,054 women aged 18–60 participated in the survey.

The analysis revealed a strong masculine perception of a top managing position whereas women's own identity perception was much more diverse. The more masculine a woman perceives herself to be, the more motivated she is to climb the career ladder. Type of industry moderates the relationship between identity fit and motivation for top positions, but only for the masculine traits. The relationship between identity fit and motivation is stronger for women in high masculine industries.

Apart from being the first study of identity fit in a Nordic setting, this study contributes to the identity fit theory by employing a semi-objective fit approach exploring identity fit on an industry level, including female-dominated industries, as well as examining identity fit in relation to motivation to pursue a top managing position.

The purpose of this paper is to explore the relationship between leaders’ expressed traits and their impact on their country’s COVID-19 outcomes. Some leaders are over relying on masculine traits and dismissing feminine traits. An alternative – androgynous leadership – supports leaders in drawing from the full portfolio of behaviors.

This paper has a theoretical approach using an extensive review of the literature.

Leaders can take a number of actions to fully embrace androgynous leadership. These actions include building a diverse “tempered” team, communicating with respect, recognizing the impact of framing and moving from autopilot to realizing their best androgynous self.

Research limitations include a critique of Bem’s framework as outdated and dichotomous; a categorization of feminine, masculine and neutral behaviors that is determined by the authors; and a focus on leadership style that does not take other dimensions, such as health-care systems, into account.

The authors propose that an “androgynous” leadership style has been used effectively by some political leaders around the globe in the COVID-19 crisis. The COVID-19 context has provided a laboratory for developing and building competence as androgynous leaders.

The mental capacity to look at a situation, pause and explicitly select effective behavior is necessary, but oftentimes, it is not put into practice. By not drawing from a larger portfolio of androgynous behaviors, the opportunity for leaders to their best work is missed.

There is an acknowledgement of the benefits of the combination of masculine and feminine leadership traits. There are also clear recommendations supporting leaders in developing their androgynous leadership skills.

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Researchers from the Netherlands showed a decreased preference for masculine, and an increased preference for feminine, leadership traits in their notions of a “good manager” in 2020 compared with 2005. But Dutch employees continued to favour stereotypically “masculine” over “feminine” leadership traits, unlike in a 2021 study by Powell et al, which showed that a cohort of US business students reported a preference for a more “androgynous” manager profile.

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

This paper aims to explore brand sexual associations and to understand the antecedents of these associations by drawing from an anthropomorphic view of consumption and a socio-psychological perspective.

An exploratory qualitative analysis based on 18 semi-structured interviews was conducted. Following symbolic interactionism and inter-subjectively reflective approaches, three main methods were used: interviews, projective drawings and a pen-and-paper exercise.

The results of this paper strongly confirm that a brand is perceived by consumers as having a sex, a gender and a sexual orientation. These findings point toward a crucial distinction between these three constructs. Construct conceptualizations are developed and definitions are suggested. Nine antecedents for brand sexual associations are studied.

French subjects constitute the sample. Future studies might investigate the transferability of our results to other cultures. The three constructs broadens the existing brand-as-a-person metaphor and brand gender literature.

Managers need to consider the construction of their brands’ sexual identities, namely, the sexual associations that brand strategists desire to create and maintain. The study of the antecedents of brand sexual associations provides brand managers the opportunity to manage actively those specific types of associations.

This research contributes to the brand-as-a-person metaphor and to the brand gender literature with new insights about the nature and structure of brand sexual associations. This paper moves the conceptualization of these constructs forward.

While the consumer engagement (CE) concept is gaining traction in the literature, little remains known regarding the ways in which consumers displaying differing cultural traits engage with brands and their differences. The purpose of this paper is to explore CE with brands for consumers exhibiting differing cultural traits, and develop a set of research propositions for these individuals’ cognitive, emotional, behavioral, and social CE in brand interactions. These propositions, collectively, reflect consumers’ individual-level cultural CE styles – consumers’ motivationally driven disposition to think, feel, act, and relate to others in a certain manner characteristic of their specific individual cultural traits in brand interactions.

In this conceptual paper, literature is reviewed in the areas of CE and its conceptual relationship with Yoo et al.’s (2011) individual cultural values.

Key differences between individual-level cultural traits and consumers’ ensuing cognitive, emotional, behavioral, and social CE with brands are addressed in a set of research propositions based on Yoo et al.’s model of individual cultural values, from which the concept of individual-level cultural CE styles is developed.

This research explores differences across individuals displaying differing cultural traits and their ensuing CE with brands, which remains underexplored to date. It also develops the concept of individual-level cultural CE styles, which reflect consumers’ characteristic cultural trait-based cognitions, emotions, behaviors, and social dynamics in engaging with particular brands.

The outlined managerial implications reveal that unique marketing approaches are expected to be effective for engaging consumers exhibiting different cultural traits with brands, based on their distinctive CE styles (e.g. focusing on personalized interactions/interactions that stress consumers’ similarity to and fit with salient others for individualist/collectivist consumers, respectively).

This paper makes two important theoretical contributions. First, by offering a conceptual analysis of consumers displaying differing cultural traits and their ensuing engagement with brands, it provides an early attempt to explore individual-level cultural CE-based differences. Second, it develops the concept of individual-level cultural CE styles, which is expected to hold important theoretical and managerial implications.

The purpose of this paper is to examine stability and change in the linkage between gender and managerial stereotypes over a five-decade period.

Samples from two populations (n = 2347) described a “good manager” on an instrument that assessed masculinity and femininity during each of the past five decades.

Good-manager descriptions exhibited a decreasing emphasis on masculinity and increasing emphasis on femininity over time, culminating in an androgynous profile, or a balance of masculine and feminine traits, for each population in the most recently collected data.

Although women face systemic barriers in the managerial ranks of organizations, a change in managerial stereotypes to an androgynous rather than masculine profile would represent one less barrier for them to overcome.

If managers come to be held to an androgynous standard in their behavior regardless of their gender, there would be a more level playing field for candidates for open managerial positions, rather than one tilted in favor of men.

The analysis of data from samples of the same population types using the same measures systematically over five decades, and the provocative finding of an androgynous profile of a good manager in the most recently collected data, are original contributions to the literature.

This study aims to examine how brand gender (masculine/feminine brand personality [FBP] traits) stimulates brand engagement (cognitive processing, affection and activation) inside online brand communities (OBCs). The authors also explore the mediation of this effect through brand identification and brand personality appeal (BPA). The moderating role of consumers’ biological sex is also investigated.

The theoretical model has been tested with the data collected from OBC members through the structural equation modelling technique. Bootstrapping is used for mediation analysis and multiple group analysis for testing the moderating effects.

Results show that masculine brand personality (MBP) influences brand engagement directly, as well as through brand identification and BPA. However, FBP elicits brand engagement only through the mediation of brand identification and BPA. Consumers’ biological sex moderates the effect of FBP on brand engagement, but no moderation was traced for the effect of MBP on brand engagement.

The context of the research poses a limitation on the broader replication of study findings. Other limitations include the absence of community-based variables and the focused use of gender centric brands in this study. This research will help researchers to understand the nuances in the underlying relationship between brand gender and brand engagement inside OBCs.

The managers can emphasize MBP but should not downplay the importance of FBP inside OBCs. To achieve brand engagement, the marketers should curate FBP in a way to affecting consumers’ brand identification and brand appeal. To achieve consumer brand engagement, MBP can be targeted at both male and female consumers, whereas FBP holds more importance among female consumers. Therefore, classifying members as per their biological sex is recommended for better brand engagement from brand gender inside OBCs.

This study explores finer mechanisms in the relationship between brand gender and brand engagement inside OBCs by charting out the powerful mediating role played by brand identification and BPA. The moderating role of consumers’ biological sex is an important dimension to these relationships, not explored hitherto.