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1 – 2 of 2Maryam Soleimani, Leo Paul Dana, Aidin Salamzadeh, Parisa Bouzari and Pejman Ebrahimi
This study explores the effect of internal branding on organisational financial performance and brand loyalty with the mediating role of psychological empowerment.
Abstract
Purpose
This study explores the effect of internal branding on organisational financial performance and brand loyalty with the mediating role of psychological empowerment.
Design/methodology/approach
The data gathered from 200 Pasargad insurance employees in Iran were analysed. Structural equation modelling and R were used to evaluate the model. Financial performance was measured by four concepts (ROI, ROE, Sales growth, ROA) based on available data from March 2010 to March 2020.
Findings
The results revealed that internal branding and psychological empowerment have no significant effect on financial performance, but both have a significant positive effect on brand loyalty. Likewise, the mediating role of psychological empowerment on the subject of the impact of internal branding on brand loyalty was confirmed. Furthermore, psychological empowerment did not play a mediating role in the impact of internal branding on financial performance.
Research limitations/implications
The findings of this study could be important for managers of organisations active in the insurance industry to highlight internal branding and enhance psychological empowerment and employee brand loyalty. Moreover, managers' perception of the effective role of psychological empowerment to enhance employee brand loyalty is another practical aspect of this research.
Originality/value
Considering the mediating role of psychological empowerment to the effect of internal branding on financial performance and brand loyalty is an innovative aspect of the present study. Meanwhile, the use of R software for VB-SEM was another point to surge the value of this paper.
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Keywords
Malin Tillmar, Helene Ahl, Karin Berglund and Katarina Pettersson
Contrasting two countries with different gender regimes and welfare states, Sweden and Tanzania, this paper aims to analyse how the institutional context affects the ways in which…
Abstract
Purpose
Contrasting two countries with different gender regimes and welfare states, Sweden and Tanzania, this paper aims to analyse how the institutional context affects the ways in which a neo-liberal reform agenda is translated into institutional changes and propose how such changes impact the preconditions for women’s entrepreneurship.
Design/methodology/approach
This study uses document analysis and previous studies to describe and analyse the institutions and the institutional changes. This paper uses Scandinavian institutional theory as the interpretative framework.
Findings
This study proposes that: in well-developed welfare states with a high level of gender equality, consequences of neo-liberal agenda for the preconditions for women entrepreneurs are more likely to be negative than positive. In less developed states with a low level of gender equality, the gendered consequences of neo-liberal reforms may be mixed and the preconditions for women’s entrepreneurship more positive than negative. How neo-liberalism impacts preconditions for women entrepreneurs depend on the institutional framework in terms of a trustworthy women-friendly state and level of gender equality.
Research limitations/implications
The study calls for bringing the effects on the gender of the neo-liberal primacy of market solutions out of the black box. Studying how women entrepreneurs perceive these effects necessitates qualitative ethnographic data.
Originality/value
This paper demonstrates why any discussion of the impact of political or economic reforms on women’s entrepreneurship must take a country’s specific institutional context into account. Further, previous studies on neo-liberalism have rarely taken an interest in Africa.
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