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The purpose of this paper is to investigate differences in how men and women small- and medium-sized enterprise (SME) entrepreneurs make decisions regarding whether to invest in technologies for their firms. Answering recent calls for a gendered perspective in entrepreneurial decision-making, this study integrates premises from social identity theory and role congruity theory to help explain innovation investment decisions among male and female SME entrepreneurs.

Using data from 121 SME entrepreneurs in the dry cleaning industry, the authors employ a conjoint experimental methodology to capture decisions SME entrepreneurs make to adopt or reject an environment-friendly dry cleaning technology. The authors examine the role gender, firm revenue, technology price, and technology complexity play in entrepreneur investment decisions.

The authors find that gender indirectly impacts innovation purchase decisions through interactions with firm revenue and key innovation characteristics. Women SME entrepreneurs were less likely to purchase the technology than their male counterparts at low (and high) firm revenue, high innovation price, and high innovation complexity—all highly risky, masculine, choice contexts.

These findings suggest that men and women's entrepreneurial investment decisions might be shaped by gender stereotypes. Future research should sample additional industries and determine the norms guiding gendered decision-making.

Beyond the decision to launch a new venture, this multi-level analysis, using the lens of social identity and role congruity theories, helps illuminate how men and women SME entrepreneurs approach innovation investment decision-making in significantly different—and gender role consistent—ways.

There are mainly two viewpoints on women’s leadership effectiveness compared with that of men – the questioning view and the admiring view, two points of view that are not in agreement. Based on that, this study aims to find the gender difference in leadership effectiveness.

This study uses carefully matched male and female presidents (223 pairs) of Chinese listed companies and male and female chief executive officers (141 pairs) of American listed companies as samples. Analysis of variance was conducted to analyze the indicator data of the leadership effectiveness.

The findings show that women’s leadership effectiveness is not significantly inferior to that of men, and that women’s leadership effectiveness compared to that of men in the Chinese cultural context is not inferior to that in the American cultural context. The findings do not support the questioning view of women’s leadership effectiveness.

This study first uses the carefully matched (female/male leaders) data of Chinese listed companies and American listed companies as samples to find which viewpoint (the questioning view and the admiring view) is supported or is not supported.

The purpose is to theorize and empirically estimate the impact of the gendered nature of the offender-victim dyad and crime type on time to arrest.

Predictions regarding the impact of gendered offender-victim dyads and crime type on time to arrest are constructed by extending role congruity theory and tested using data from the FBI's National Incident-Based Reporting System across five crime types using dyadic-based event history methods.

The authors find strong empirical support that role expectations derived from the gender composition of offender-victim dyads and the masculinity of the crime type affect time to clearance.

This research is the first to theorize and empirically test the relative impact of role congruency and the relational nature of the offender-victim dyad in the adjudication process. Furthermore, the research shows that the construction of “normal crime” can be enhanced by applying a gendered and relational approach, based on social psychological theory, which is predictive of crime clearance.

Future research is required to validate the results for crimes where law enforcement has less discretion and are feminine typed.

The results imply that by accounting for the expectations generated by gender roles when applied to offender-victim dyads a casual mechanism is established that better organizes previously inconsistent results with respect to the impact of gender on time to clearance. Thus, the authors' utilization of role congruity theory of gender provides a more consistent explanation for inequalities in time to clearance that may be fruitful for evaluating other steps in the adjudication process.

The purpose of this paper is threefold: first, to study the influence of self-brand image congruity and value congruity on consumer engagement in online brand communities (OBCs); second to test whether gender moderates this effect; and third, it also examines the role of consumer engagement as a driver of brand loyalty.

Using an online questionnaire, 443 responses were collected from consumers who are members of at least one OBC on Facebook. Structural equation modeling was used to analyze the data.

The results revealed that both self-brand image congruity and value congruity significantly affect consumer engagement. A positive effect of consumer engagement on brand loyalty was also attained. Third, the results revealed that gender did not moderate the examined relationships.

This research integrates and broadens existing explanations of different congruity effects on consumer engagement. This study thus suggests the value of developing their OBCs to exhibit congruence with customers’ self-image and value, which in turn, will contribute to the development of brand loyalty.

This research applies congruity theory to examine the impact of self-brand image- and value congruity on consumer engagement in OBCs. Through the establishment of this novel theoretical link, this study furthers insight into the domain of social media marketing.

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.

This study developed an extended model of self-congruity by integrating destination image, destination personality, self-congruity, revisit intention and gender.

Surveys were conducted with 645 Chinese tourists visiting New Zealand. Partial least squares structural equation modelling (PLS-SEM) was performed to estimate linkages between destination image, destination personality, self-congruity and revisit intention. To compare effects on revisit intention across male and female Chinese tourists, PLS-Henseler's multigroup analysis and PLS-permutation test were conducted to analyse gender as a moderator in the proposed framework.

Our results revealed positive direct effects among destination image, destination personality, self-congruity and revisit intention. Our findings indicated a highly significant difference in the effects of destination personality on ideal self-congruity across male and female Chinese tourists. The association between destination image and self-congruity identified through this model represents a crucial contribution to the tourism literature. This study also enriches tourism research by comparing male and female Chinese tourists' intentions to revisit New Zealand, having identified crucial heterogeneity within female tourists.

The practical implications from our research can improve destination marketing organization (DMO) officials' awareness of one-time and repeat Chinese tourists' experiences, which strongly trigger subsequent visits.

This paper is the first to examine the direct correlations among destination image, destination personality, self-congruity and revisit intention by considering whether gender might moderate these factors. Our study innovatively adopted PLS-SEM along with several advanced analytical approaches, such as multigroup analysis (MGA) of women and men, to examine our research model.

The purpose of this paper is to examine the impact of user gender, celebrity gender, and celebrity-user gender congruity on celebrity personality-user personality (CP-UP) congruity, and consequently, brand purchase intention (BPI). Additionally, it delves into the mediating roles of CP-UP congruity and brand personality-celebrity personality (BP-CP) congruity.

A survey research entailing a sample of 709 adult consumers was used to test the framed hypotheses by means of a structural equation modelling.

The results indicate that while celebrity and user gender have a significant positive effect on CP-UP congruity, celebrity-user gender congruity has a negative effect. The study shows a partial mediation of CP-UP congruity in the relationship between gender congruity and BP-CP congruity. Furthermore, BP-CP congruity is shown to have a full mediation effect on the relationship between CP-UP congruity and BPI.

Consistency of the results of this study may be corroborated by employing other methods to estimate congruity scores. Also, the results of the present study may not be generalisable across different product classes with varied consumer involvement.

The findings have major implications for practitioners in understanding the significance of BP-CP congruity among celebrity-user-brand in the formation of purchasing intentions. The results of the study suggest a better CP-UP congruity when the gender of the celebrity is opposite to the gender of the user. This result questions the generalisability of the similarity theory that exhorts a prospect’s customary identification with a spokesperson of her/his own sex and further reinforces the selectivity hypothesis that indicates different information processing of males and females while they make judgements. Therefore, it might be a good idea for advertisers targeting female audiences to employ male celebrities in certain endorsements.

This is the first study that tests for the mediation effect of CP-UP congruity in the relationship between gender congruity and BP-CP congruity, and that of BP-CP congruity in the relationship between CP-UP congruity and BPI.

The purpose of this paper is to identify the impacts of brand personality and functional congruity on various components of brand loyalty (i.e. cognitive, affective, and conative) by examining the moderating role of gender.

The proposed model is examined by considering car as a product brand stimulus. Using a self-structured questionnaire, 263 usable responses are considered for data analysis by applying the structural equation modelling method.

The findings indicate that all hypotheses on the relationships between brand personality, functional congruity, and stages of brand loyalty are supported except for the relationship between brand personality and conative loyalty, whereby brand personality indirectly have impacts on conative brand loyalty via functional congruity. The outcome of the multi-group analysis shows that the impact of brand personality and functional congruity on cognitive, affective, and conative brand loyalty varies across gender groups.

The results indicate that if marketing managers are willing to create cognitive, affective as well as conative brand loyalty among consumers, they ought to tally their consumers’ purchasing and evaluation criteria with the functional and symbolic attributes. If the target consumers were motivated to purchase the product based on the symbolic attributes (as preferred by females in the present study), more attention should be focussed on communicating and delivering the symbolic attributes during their marketing campaign; on the other hand, if the consumers were inclined to buy product based on the utilitarian functions (as preferred by males in the current study), more emphasis should be placed on the functional values and attributes.

This study is the first to utilise self-congruity and the elaboration likelihood model to explain the influence of brand personality and functional congruity on each component of brand loyalty within the automobile industry’s context. This study on the moderating role of gender shows that the effect of brand personality and functional congruity is different across gender groups. The findings can help marketers to design an effective brand positioning and marketing strategies in order to stay competitive.

Informed by the role congruity theory of prejudice towards female leaders, this paper aims to review the literature on gender and leadership to consolidate existing theory development, stimulate new thinking and provide a framework for future empirical studies. It offers a theoretical framework to understand what may prevent or facilitate the emergence of female leaders.

The paper reviews and synthesises recent research on the linkages between gender and leadership.

The review extends Eagly and Karau’s (2002) role congruity theory by identifying additional constructs that may alleviate negative prejudicial evaluations and offering new insights into the potential alignment between feminine traits and leadership success.

The theoretical framework that emerged in this paper may be used as a heuristic model to contextually examine the lack of female leaders.

The paper proposes a theoretical framework to understand issues related to the emergence of female leaders. It offers news insights into possible alignment in female-leader role stereotypes that may address prejudicial evaluations against female leaders.

Role congruity theory and gender stereotypes research suggests men are expected to engage in agentic behavior and women in communal behavior as leaders, and that role violation results in backlash. However, extant gender and leadership research does not directly measure expectations–behavior incongruence. Further, researchers have only considered one condition of role incongruence – display of counter-role behavior – and have not considered the outcomes of failing to exhibit role-congruent behavior. Additionally, few studies have examined outcomes for male leaders who violate gender role prescriptions. The present study aims to address these shortcomings by conducting a novel empirical test of role congruity theory.

This experimental study used polynomial regression to assess how followers evaluated leaders under conditions of incongruence between follower expectations for men and women leaders’ behavior and leaders’ actual behavior (i.e. exceeded and unmet expectations). Respondents read a fictional scenario describing a new male or female supervisor, rated their expectations for the leader’s agentic and communal behavior, read manipulated vignettes describing the leader’s subsequent behavior, rated their perceptions of these behaviors, and evaluated the leader.

Followers expected higher levels of communal behavior from the female than the male supervisor, but no differences were found in expectations for agentic behavior. Regardless of whether expectations were exceeded or unmet, supervisor gender did not moderate the effects of agentic or communal behavior expectations–perceptions incongruence on leader evaluations in polynomial regression analyses (i.e. male and female supervisors were not evaluated differently when displaying counter-role behavior or failing to display role-congruent behavior).

In addition to providing a novel, direct test of role congruity theory, the study highlighted a double standard in gender role-congruent behavior expectations of men and women leaders. Results failed to support role congruity theory, which has implications for the future of theory in this domain.