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Using identity theory, this paper aims to explore differences in socially responsible signaling behavior based on the salience of a personal or social identity.

Structural equation modeling was used to study the relationship among identity commitment, salience, and signaling behavior.

Findings revealed personal identity salience mediated the relationship between socially responsible commitment and socially responsible social-signaling consumption behavior.

The results of the study suggest that Millennials engage in socially responsible activities as a result of a salient personal identity. Millennials use socially responsible behavior to signal their benevolence to themselves and others.

This is the first research that has examined the relationship between Millennials’ socially responsible consumption behavior and a salient personal or social identity.

Research was conducted in order to identify behaviours that improve a system viability in a complex, chaotic and volatile world. The purpose of this paper is to explain why complex cybernetic systems must be authentic over time in order to maximise their viability in a complex, chaotic and volatile world.

In total, eight faculty staff from the Thunderbird School of Global Management were interviewed around the subject of “being a successful 21st century leader”. These interviews were analysed using Ricoeur's hermeneutic methodology which resulted in three behaviours being identified: be authentic, open and transparent; these behaviours were then deep interpreted according to Ricoeur's methodology using cybernetic principles. This is an innovative piece of research that brings together phenomenology, cybernetics and leadership studies but it is also limited by being a new approach.

Complex cybernetic systems must be authentic because authentic behaviour nurtures the system's identity and ensures that it is able to consistently generate a clear goal signal. It is also proposed that authenticity is important for coping with the “law of variety” by acting as an amplification mechanism.

The research implication is that it is possible to identify behaviours to improve the viability of all complex cybernetic systems.

The work is highly original because it provides a cybernetic explanation for why authentic behaviour is necessary. As far as the author is aware, no work has yet combined cybernetics with leadership behaviours and provided a cogent explanation for why authenticity is so important for system viability. The value of this work is that it clearly shows the value of authentic behaviour by showing how and why authentic behaviour improves system viability and how inauthentic behaviour harms system viability.

The purpose of this study was to conceptualize consumer’s luxury brand aspiration and develop a psychometrically reliable scale to measure the construct. This study aims to extend the existing research in luxury branding domain through validating a scale to measure consumer’s luxury brand aspiration.

Initially, the dimensions of consumer’s luxury brand aspiration were identified through prior literature review and qualitative investigations. This was followed by a series of scale development studies suggested by Churchill (1979).

The results supported that the second-order measure of consumer’s luxury brand aspiration consist of four related first-order dimensions, namely, identity signaling, social recognition, self-esteem and achievement signaling. Luxury brand aspiration was found to have direct positive influences on brand commitment and brand attachment. Brand commitment and attachment in turn significantly influence intention to pay price premium.

Value of this research article lies in validating a scale to measure individual’s luxury brand aspiration for the first time in branding literature.

Although researchers agreed that corporate image and employer image are important factors affecting organizational attractiveness, understanding the role of social identity within the attracting process, in addition to exploring the relationship between corporate image and employer image, is still a research gap. Therefore, this study aims to investigate the effect of corporate and employer image on organizational attractiveness in addition to understanding the moderating role of social identity on the relationship between corporate image and employer brand and organizational attractiveness.

The study used a survey method for data collection from fourth year students.

The findings show that both employer image and corporate image have a significant positive effect on organizational attractiveness . In addition, it has showed that social identity consciousness plays partial role as a moderator in the model.

This paper is one of the first papers that include corporate image, employer image, social identity consciousness and organizational attractiveness in the same model . In addition, it is one of the limited papers that considered both signal and social identity theory in attraction process.

This chapter has three central goals: First, it aims to introduce the concept of consumers’ online brand endorsements, which we define as consumers’ intentional, public, and positive online affiliations with brands (e.g., liking a brand page on Facebook). Second, it provides an overview of the drivers and consequences of this phenomenon. Third, it answers the question whether and when the broadly adopted marketing strategy of consumers’ online brand endorsements is feasible.

To accomplish these goals, we conducted a general review of the literature.

We identified three different drivers of consumers’ online brand endorsements: Identity-related drivers, brand-related drivers, and community-related drivers. Based on the literature we suggest that from the perspective of the endorsing consumer, online brand endorsements have the potential to be a two-sided sword.

The greater potential of this marketing technique appears to rely on the fact that consumers’ online brand endorsements are broadcasted to a gigantic network of other consumers and their potential to be contagious.

Consumers’ online brand endorsements are a new phenomenon and therefore quite understudied. Still, many brands have social media marketing strategies that aim to acquire huge amounts of endorsements by their consumers. This chapter contributes to our knowledge about the underlying mechanisms of consumers’ online brand endorsements. Moreover, it shows how and when consumers’ online brand endorsements can be a feasible marketing strategy.

This study analyses how media choices can be used in the construction of social identity.

We approach the topic through the analytical lens of identity work. We present a case study of a community of IT students during their first year of studies, including participant observation, focus groups, and surveys. We focus on what community means to the individuals located within a specific social context. This allows us to examine ICT use and adoption holistically as a key aspect of community formation and identity maintenance.

We depict everyday interactions in which the choice of an older information communication technology, Internet Relay Chat, serves participants in their quest for social belongingness in their community and in distinguishing the community positively from other social groups. This chapter describes how identity work is accomplished by adopting and valuing shared, social views about users versus non-users, including: (1) emphasizing the skills and efforts needed for using Internet Relay Chat (IRC), (2) undermining the use of other technologies, and (3) deploying and referencing IRC jargon and “insider humor” within the broader community.

By examining online and offline social interactions in a defined community over time, we expose the process of identity work in a holistic manner. Our analysis emphasizes the underlying process where media choices can be harnessed to fulfill the need to identify with groups and feel affirmed in one’s claims to both personal and social identity.

The purpose of this paper is to address the following questions: how do consumers construct meaning around their inconspicuous luxury fashion experiences? What desires do inconspicuous consumers strive to fulfill? What sentiments do they associate with their inconspicuous luxury fashion consumption?

This exploratory research begins with a netnographic study of 11 online luxury blogs followed by in-depth interviews and home observations of ten luxury consumers with inconspicuous preferences in Dubai.

Inconspicuous choices are not simply for associative or dissociative motivations but several symbolic consumption schemas come into play. A typology of inconspicuous luxury fashion consumers has emerged: fashion influencers, trendsetters, fashion followers, and luxe conservatives.

The findings have potential to yield important managerial implications for fashion retailers and brand communications. The typology of inconspicuous consumers provides a basis for developing a more targeted relationship marketing program for luxury fashion brands.

This research advances luxury knowledge in fashion and consumer behavior research by unveiling how consumers construct meanings around their inconspicuous consumption. The typology developed in this study marks the starting point for further extensions to explore the complexities of inconspicuous luxury consumers, which are grounded in the roles they take on in society, how they plan their luxury consumption journey and how they eventually use these possessions for self-identification and communication to others.

This study aims to evaluate the significance of the corporate website favorability notion and examines its factors in developing competitive advantage in the context of retail and service settings in the UK and Russia.

Based on the attribution, social identity and signaling theories, this study adopted the qualitative exploratory approach by conducting 14 interviews with retail experts and eight focus groups with retail users in the UK and Russia, combined with experts in website design, communication and marketing.

The study findings indicated that it is crucial to build and maintain a favorable corporate website that reveals the corporate identity as part of the overall company strategy. The study suggests that navigation, visual, information, usability, customization, security, availability, website credibility, customer service, perceived corporate social responsibility and perceived corporate culture are the factors of corporate website favorability that contribute to the company’s competitive advantage. The findings show that consumers from Russia as well as from the UK found the significance of a favorable corporate website (i.e. corporate website favorability), as well as the factors affecting corporate website favorability. However, consumers in the UK are more critical and demanding in the level of expectation of the website overall and put more weight than consumers from Russia on the perceived corporate social responsibility, perceived corporate culture, customer service and website credibility.

Corporate website favorability should be adopted by the companies, as part of the overall corporate identity management. Furthermore, it is advised to take into consideration the variations in the level of importance of the factors of corporate website favorability in different countries. The findings of this study suggest that this investigation will make a considerable managerial contribution to the understanding of a company’s decision-makers, communication professionals and website specialists about the building of a favorable corporate website in line with corporate identity strategy of the company.

There has been little systematic study of the effect of corporate websites on consumer evaluations of the websites; also, there is a lack of research with regard to the factors that contribute to the development of a favorable corporate website (i.e. corporate website favorability). This is the first study of its kind to find the effect of corporate website favorability in Russia, representing a non-western country, and the UK, representing a western country. Therefore, it contributes to the corporate visual identity literature by presenting the corporate website favorability construct and demonstrating the factors that influence corporate website favorability.

This paper was written in response to the tendency for the international education literature to position the international teacher in essentialist and western-centric terms. The international school landscape has changed significantly in the last 20 years, leading to the rise of type C non-traditional international schools, which requires a reconceptualisation of the international teacher. The purpose of this paper is to explore how a Chinese English teacher (Daisy) in an internationalised school in Shanghai constructed her identity as an international teacher.

This paper drew upon concepts from the teacher identity literature in order to construct a comparative conceptual framework comprised of personal, professional and cross-cultural domains of experience. Commensurate with this framework, in-depth phenomenological interviewing and member-checking were utilised in order to gain access to the participant’s lived experiences. Member-checking and data analysis became a dialogic and recursive process in which rapport was continually maintained and strengthened through the sharing of raw and analysed data, with additional comments and suggestions being fed back into an emerging interpretation in order to generate more data and enhance validity.

The findings highlighted how Daisy was active in not only constructing her identity as an international educator but also mobilising this identity to challenge the western-centric nature of international education. The findings also revealed moments of discursive dissonance. Daisy simultaneously constructed an identity as an “internationalising” teacher, but was also constructed as an international teacher through a discourse that presented international education as constructivist, and therefore western-centric, in nature. Implications and recommendations are made for practice and research based on these findings.

This paper offers an alternative perspective on the international teacher experience, which continues to be western-centric in focus, by exploring the development of an international teacher identity from a Chinese perspective.