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This study focuses on Aaker's Brand Equity Model, to check the effect of brand equity determinants on booking intention (BI) for ridesharing in India. The study also explores the moderation of ecologically conscious consumer behavior (ECCB) on the multiplicative effect of brand awareness (BAw), brand association (BA) and perceived quality (PQ) in influencing the BI.

Responses from 393 Indian ridesharing users were collected using judgmental sampling and were analyzed using Hayes Process macro.

The study found a direct relationship between BAw and BI, BAw and BA, BAw and PQ, BA and PQ, PQ and BI, and BA and BI. Findings revealed mediation of BA in BAw and BI relationship and PQ in BAw and BI relationship. Results revealed that BA and PQ serially mediate BAw and BI relationship. ECCB moderates PQ and BI relationship but not BAw and BI relationship.

Serial mediation and moderated-mediation results draw various theoretical implications for determinants of Aaker's Brand Equity model and ECCB.

The research has several implications for managers in view of brand equity determinants and ECCB. The study also contributes to policy implications.

Study's novel contributions are mediation, serial mediation between brand equity determinants, and moderation of ECCB between BAw and BI for ridesharing.

The purpose of this paper is to examine whether the fit between innovativeness and lean practices (LPs) can affect triple bottom line (TBL) performance. Two types of fit are tested: fit-as-mediation in which innovativeness creates TBL performance through the mediation of LPs and fit-as-moderation whereby the effects of innovativeness on TBL performance are moderated by LPs.

Structural equation modelling and moderated regression are used to test the fit-as-mediation and fit-as-moderation models using survey data collected from 241 manufacturers in China.

The results show that innovativeness is positively associated with LPs that emphasize operational excellence. Innovativeness indirectly affects all three TBL dimensions through the mediation of LPs, and LPs do not moderate the effects of innovativeness. The applicability of fit-as-mediation model suggests directing attention towards integrating innovation and LPs within same organizational units to achieve improved TBL performance.

The findings suggest manufacturers should involve employees within the same organizational unit embrace an integrated culture of innovativeness and LPs and avoid separate attention to innovativeness and LPs.

This is the first study of which the authors are aware developing and empirically testing both fit-as-mediation and fit-as-moderation models within the same study to understand how innovativeness and LPs work together to influence TBL performance. This study extends the boundaries of current understanding by examining how, when and why the innovativeness – LPs–TBL relationship arises between constructs central to our theories.

The authors use signaling theory in proposing a conceptual framework that simultaneously incorporates both the mediating effects of corporate reputation (CR) and the moderating effects of marketing capability (MC) into the corporate social responsibility (CSR)–corporate financial performance (CFP) link and theorize a single moderated mediation model. The empirical results of the research confirm the theorized moderated mediation model among the four variables, where a firm’s CR plays a mediating role in the relationship between CSR and CFP, and a firm’s MC moderates the effect of CSR on CR exclusively in the first link. Both theoretical and practical implications of the moderated mediation model are discussed.

This study uses structural equation model estimations with the relevant secondary datasets collected from publicly available databases.

The empirical results confirm the theorized moderated mediation model in the conceptual framework that uses signaling theory. Specifically, the results identify the moderating role of MC in only the CSR- CR link (but not in the CR and CFP link), such that CR plays a moderated mediation role in the CSR–CFP link.

The current research is not without limitations. These limitations mainly stem from data sets used in the empirical analyses. More details are discussed in the limitations and future research directions section.

The empirical findings suggest that a firm needs to develop a consolidated CSR-marketing program, simultaneously satisfying stakeholders’ needs for both the firm’s socially desirable business practices and value-creating marketing programs to increase its CR, which will, in turn, lead to better profitability for the firm.

To the best of the authors’ knowledge, the current research is the first to use signaling theory in building a conceptual framework that theorizes a moderated mediation model regarding the simultaneous effects of CR and MC on the relationship between CSR and CFP and to empirically test this conceptual framework of the single moderated mediation model. By doing so, the current research clarifies an unanswered question in the literature of whether the underlying mechanism in the CSR–CFP link is based on a mediated moderation or moderated mediation of CR and MC.

This paper aims to popularize the Bayesian methods among novice management researchers. The paper interprets the results of Bayesian method of confirmatory factor analysis (CFA), structural equation modelling (SEM), mediation and moderation analysis, with the intention that the novice researchers will apply this method in their research. The paper made an attempt in discussing various complex mathematical concepts such as Markov Chain Monte Carlo, Bayes factor, Bayesian information criterion and deviance information criterion (DIC), etc. in a lucid manner.

Data collected from 172 pharmaceutical sales representatives were used. The study will help the management researchers to perform Bayesian CFA, Bayesian SEM, Bayesian moderation analysis and Bayesian mediation analysis using SPSS AMOS software.

The interpretation of the results of Bayesian CFA, Bayesian SEM and Bayesian mediation analysis were discussed.

The management scholars are non-statisticians and are not much aware of the benefits offered by Bayesian methods. Hitherto, the management scholars use predominantly traditional SEM in validating their models empirically, and this study will give an exposure to “Bayesian statistics” that has practical advantages.

This is one paper, which discusses the following four concepts: Bayesian method of CFA, SEM, mediation and moderation analysis.

Previous research has found mixed evidence of an attitude–behavior gap in organic food consumption. However, the complex mechanisms underlying this gap warrant further investigation. The purpose of this study is to examine the role of word-of-mouth (WOM), trust, and involvement in the relationship between consumer organic food attitudes and conative loyalty. The Theory of Planned Behavior (TPB) was used as underlying framework for modeling our conceptualized arguments.

A moderation and moderated mediation analysis was performed on a cross-sectional sample of 1,011 Australian organic food consumers.

The results support the TPB-inspired moderated-mediation model. Specifically, the authors found moderated mediation effects of WOM, trust, and involvement on conative loyalty via attitudes toward organics.

The cross-sectional research design and the focus solely on Australian consumers constitute limitations of this study.

The authors' findings imply that an analysis of the attitude–behavior gap should go beyond the testing of contingent consistency hypotheses and instead combine moderation and mediation mechanisms to better model consumer decision-making leading to conative loyalty. Practitioners would face a resource challenge when targeting low-trust, low-involvement, and low-WOM consumers as developing conative loyalty of these segments would require a longer-term approach through building favorable attitudes toward organic foods.

This study is one of the first to demonstrate the potential of examining the attitude–behavior gap in the organic food context through a moderated mediation lens in explaining the dynamics of conative loyalty.

The purpose of this paper is to establish the link between three constructs, namely, service innovation, corporate reputation (CR), and word-of-mouth (hereinafter WOM). Primarily, the aim is to understand whether innovation in a service firm drives its reputation, thereby resulting in positive WOM where the direct effect of service innovation of a firm on WOM is mediated by reputation. Furthermore, the study also seeks to understand whether the type of service firm has an effect on determining the level of the mediation effect.

This study adopts an integrated approach where the measure for the construct service innovation is explored through a qualitative approach, and the conceptual model is estimated through path analysis. The service industry taken for this study is banking, and the through non-probability criterion sampling technique, 252 customers responded to their level of agreement. The PLS-SEM technique was used to estimate the path coefficient by following the two-stage approach. The multigroup moderation analysis is performed to determine whether the type of the bank plays a major role in determining the direct effects and the mediation effect of CR between service innovation and WOM.

The result of this study indicates that there is a strong positive association between the three constructs. Further, the direct relationship between service innovation and WOM is partially mediated by reputation. The result of the multigroup moderation indicates that the type of the bank plays a major role in determining the mediation effect of reputation.

The study helps the decision makers and the managers of the bank to understand that frequent innovation within the firm would help to gain reputation, and thereby customers would tend to give a positive WOM. Further, non-reputable firms can still gain a positive WOM if they continuously innovate new services. In the Indian context, it is noted that there is a difference between private and public banks in determining the mediation effect of reputation between service innovation and WOM.

The originality of the study is based on the following: development of a unique scale to measure service innovation in the banking industry overcoming the existing scales which are based on goods-dominant logic; estimating empirically the combined effect of service innovation and CR on WOM; the process of evaluating the moderated mediation effect; how the mediating effect of CR varies from private sector banks to public sector banks.

The purpose of this paper is to investigate the applicability of social feminist theory (SFT) and liberal feminist theory (LFT) to Lao micro, small, and medium‐sized enterprises (MSMEs) based on the results of mediation and moderation effects of the gender of entrepreneurs.

The sample consisted of 200 MSMEs. Analysis is based, first, on factor analysis to extract important factors and, second, multiple linear regression is used to empirically validate the feminist theories by examining the mediation effects and moderation effects regarding gender of entrepreneurs.

The findings showed that not all feminist‐related factors mediate the relationship between gender and non‐economic performance whereas the gender of entrepreneurs moderates personal, social network, and skills factors and non‐economic performance but not family factor. Lastly, the compilation of the mediation and moderation results revealed that SFT is more applicable than LFT to Lao MSMEs.

This research had some limitations such as the lack of empirical literature supporting non‐economic performance indicators. Therefore, the findings should not be generalized.

This research provided implications for policymakers, implementers, and academics. The results showed that it is necessary to support female entrepreneurs in terms of the use of personal, social, and skills factors to improve non‐economic performance. However, it is not necessary to support family factor in improving endowments and changing their use. Governments must mitigate the gender gap at macro levels through the elimination of gender discrimination, such as in education, banking practice, and the workplace, to increase the long‐term confidence of females in society.

The unique contribution of the study is to prove the applicability of SFT and LFT by quantitative analytical methodologies with focusing on non‐economic firm performance.

This study aims to examine the relationship between the three dimensions of intellectual capital (IC), i.e. human, social and organizational, and supply chain resilience (SCR) through testing a primary (mediation) and competing (moderation) model.

Structural equation modelling and regression analysis were used to test the mediation and moderation models using survey data from Chinese manufacturers.

Dual processes in which human, social and organizational capitals build SCR are revealed: all three IC components act as knowledge stocks for informing each other, and both organizational and social capitals act as intervention mechanisms that draw knowledge resided within individuals and collectively deploy/enrich such knowledge for responding to supply chain disruptions.

The empirical results provide useful and timely guidance to managers on how to leverage knowledge resources to develop resilience, which is particularly valuable in the current volatile environment.

By empirically testing both the mediation and moderation models, this study provides crucial evidence for advancing the understanding of how the three IC components may be managed to achieve SCR, which is of critical importance for addressing the many unprecedented disruptions facing global supply chains and economies.

The purpose of this paper is to investigate the moderated mediation model in which the effect of perceived organizational support (POS) on knowledge sharing intention is mediated by levels of individual affective commitment to the organization, while the relationship between POS and affective commitment is moderated by organizational tenure.

Hypotheses on mediation, moderation and moderated mediation were tested with data collected from Korean for-profit organizations. Conditional process analyses with bootstrapping supported all three hypotheses.

The findings demonstrate that the relationship between POS and knowledge sharing intention is mediated by affective organizational commitment. In addition, the mediation effect is strengthened when an individual’s organizational tenure is low. Theoretical and practical implications and directions for future research are followed.

This study contributes to the literature on knowledge sharing by providing a basis for understanding the mediating mechanism through which POS influences knowledge sharing intention, and, ultimately, organizational functioning via individual affective attitude. This is the first attempt examining the role of organizational tenure as a key contingency factor in knowledge sharing. By investigating the underlying logic of individual intention to share knowledge, this study expands the current spectrum for knowledge management.

Influencer marketing is a newer interactive marketing model that has attracted the attention of scholars and marketers. The study aimed to examine the mediation role of influencer credibility (IC) and the moderation role of self-esteem in the effects of individuals' parasocial relationships (PSR) with YouTube influencers on their product attitudes (PATs) and purchase intentions (PIs).

The researchers used an online survey to test a sequential mediation model and moderation mediation models using Hayes PROCESS modeling.

The researchers revealed a sequential mediation model that IC and PAT mediate the association between PSR and PI. Individuals who perceived IC to be low were more likely to buy an endorsed product when their self-esteem got lower. When their self-esteem is low, individuals tend to purchase the endorsed products if they have stronger PSR with the influencers. However, they are less likely to buy the endorsed products when their self-esteem gets higher.

The study expands the dimensions of IC. The persuasive power of IC and influencer-user relationship was affected by individual differences, namely, self-esteem. Brands should pay attention to customers' personalities, motivations and preferences when designing strategies to market their products via social media.