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This study aims to enhance knowledge on marketing strategies to increase repeat visitors. Furthermore, the authors suggest using appropriate destination information tailored to first-time visitors and repeat visitors as social capital.

This study compares the differences in satisfaction between first-time foreign tourists and those repeat visiting. The authors apply a theoretical framework based on optimal distinctiveness theory (ODT) and consumer knowledge to determine which actions maximize the satisfaction of each group. Then, the relationships among assimilation desire, differentiation desire and satisfaction are quantitatively analyzed.

The results show the difference in the relationship between assimilation and travel satisfaction for first-time visitors and repeat visitors. First-time visitors are satisfied with popular sightseeing spots with higher assimilation level, whereas repeat visitors are satisfied with moderately unpopular sightseeing spots with lower assimilation level. The results clarify that information reflecting only the popularity of destinations is significantly effective for first-time visitors, but unsuitable for repeat visitors. Therefore, it would be possible to propose to repeat visitors a combination of “moderately differentiated” destinations.

The first contribution is that on the basis of Brewer (1991), the quantitative analysis confirmed that the social identity of an individual changes from assimilation to differentiation with the accumulation of experience until the optimal point is found. The second contribution is that we combined several fields such as ODT (Brewer, 1991), familiarity (Alba and Hutchinson, 1987), trial/repeat behavior (Iyengar et al., 2015) and reference groups (Peter & Olson, 2010). The third contribution is that the authors proposed marketing strategies on the basis of the empirical analysis to increase the number of inbound tourists.

Applicable to telecom companies operating in Saudi Arabia, this study aims to investigate the mediating role of workplace dignity (WD) in the relationship between inclusive leadership and innovative work behavior (IWB) as well as the moderate role of workplace inclusion (WI) in said relationship.

A total of 364 telecom companies in Saudi Arabia participated in the survey study. SmartPLS was employed to evaluate the data and test the research variables.

According to this study, inclusive leadership has a favorable impact on IWB. Additionally, the study concluded that inclusive leadership enhances WD. Furthermore, the authors discovered that WD has a favorable impact on IWB. The findings showed that the association between inclusive leadership and IWB is mediated by WD. Finally, WI has a statistically positive moderating effect between WD and IWB on the moderation side of the analysis.

This study is the first to consider WD as a mediator in the relationship between inclusive leadership and IWB. Examining WI's role as a moderator also deepens the authors' comprehension of the connection between WD and IWB.

The purpose of this study was to explore the impact of self-related traits on consumer self-brand connection (SBC) and communal-brand connection (CBC) in public vs private consumption. Marketing practitioners will benefit by understanding the consumer traits that can be triggered and focused on in advertising campaigns. Moreover, it is important to know which traits have a significant impact on each product category section (i.e. public vs private use).

An experiment used a between-subjects design with two randomized blocks of publicly used brands and privately used brands. Within each block, the relationship between independent variables (narcissism and need for uniqueness [NFU]) and dependent variables (SBC, CBC and purchase intention) were analyzed using SmartPLS.

The results showed that narcissism has a significant positive impact on consumers’ SBC for publicly consumed products, no effect was found for CBC. NFU shows a significant positive impact on SBC and CBC for both categories. The results also showed a positive impact for SBC on purchase intention, no effect was found for CBC.

Future research can examine brand names that people favor the most and test whether individuals’ narcissism and NFU is influential on their SBC and CBC with the brands, regardless of the exposure to the visual cues provided in this paper. Moreover, there are more behavioral outcomes that need examination. For example, it would be fruitful to see whether attitude toward the ad, or brand attitude are affected by consumers’ narcissism and NFU.

The results contribute to the effectiveness of advertising in different industries. For instance, brand managers and marketing practitioners can benefit by understanding which product types are more attractive to consumers based on their tendency toward uniqueness. Moreover, narcissism is another common trait that can be used to target consumers. Thus, certain product types may be more attractive to consumers based on their narcissism tendencies.

Despite the popularity of SBC and CBC research, there is limited knowledge about the consumer traits which can stimulate and enhance these concepts. As such, an important question that needs to be addressed is: “What consumer personality traits lead to higher SBC and CBC?” When it comes to self-concept, a limited number of studies exist that explore the actual types of personality or self-concept that generate a desired connection between the “self” and brands.

This study aims to follow a rigorous approach to identify, critically analyze and synthesize 75 papers published from 2000 to 2022.

The study presents a systematic literature review on identity expressiveness (IE), clarifying and expanding what is currently known about the concept.

To synthesize current knowledge on IE, the study uses the overarching framework of antecedents-phenomenon-consequences, using this same framework to identify gaps and future research directions. The findings show individual and brand-related factors such as the need for uniqueness and anthropomorphism as antecedents of IE, and eWOM/WOM, impulse purchases and upgrading to more exclusive lines as consequences of IE.

The study contributes to theory by synthesizing and mapping current understanding of the state of knowledge on the concept of IE while highlighting gaps in the extant literature and paving future research directions for scholars in the field.

The study offers useful insights for practitioners, broadening marketers’ actionable options in identity-based marketing. Marketers can use insights from this study to inform marketing strategy and communication campaigns for different types of brands.

To the best of the authors’ knowledge, this study is the first of its kind and offers an integrative review of the current literature on IE, thus enhancing understanding of the concept, its antecedents and consequences. The study also contributes to knowledge by highlighting future research priorities for researchers in this field of enquiry.

Prior research does not provide a clear picture of how managers can effectively manage customer in-role and extra-role behaviours in a retail setting. This study aims to test the differential impact of the two main customer relationship predictor paths – identity-based and satisfaction-based paths – on customer in-role and extra-role behaviours.

A random sample of 500 customers from the flagship store of an up-market, international department store chain participated in a written survey. Purchase spending data for each customer was obtained from the retailer’s loyalty card database.

The two studied predictor paths possess a differential impact on customer extra-role behaviours. Civic virtue and co-creation behaviours are exclusively driven by the identity-based path, whereas sportsmanship is driven solely by the satisfaction-based path. Moreover, the identity-based path impacts purchase behaviour only when symbolic purchase motivation is high. Overall satisfaction has no impact on purchase behaviour.

In some retailing contexts, extra-role behaviours such as co-creation or civic virtue might simply be irrelevant (e.g. discount chains).

Managers, who have the intention to stimulate customers to give constructive feedback on products or services, or to involve them in co-creation activities, are well advised to also invest in identity-based path activities.

This study is the first to empirically test the effects of customer identification and overall customer satisfaction on the various dimensions of customer in-role and extra-role behaviours. Customer extra-role behaviours should not be conceptualised as one global construct but should comprise distinct dimensions of discretionary behaviours that have different antecedents.

Building on the social exchange theory, this study aims to investigate the impact of perceived workgroup inclusion on migrant subjective well-being, organization identification and organizational citizenship behavior (OCB).

Structural equation modeling was applied to 440 surveyed migrant workers in Macau’s tourism and hospitality industry.

Perceived workgroup inclusion has a positive influence on migrant workers’ subjective well-being and organizational identification, which both in turn positively affect their OCBs.

Based on the social exchange theory, this study formulates a model that explains how migrant workers' inclusion impacts their well-being, identification and organizational behaviors. It provides theoretical and practical insights into how migrant workers’ inclusion could serve as a talent management strategy that promotes OCBs.

采用结构方程模型对440名澳门旅游和服务业流动劳工进行了分析。

基于社会交换理论, 本研究旨在探讨感知工作小组融入对流动劳工主观幸福感、组织认同、组织公民行为的影响。

感知工作组融入对流动劳工的主观幸福感和组织认同有正向影响, 而反过来这两者都积极影响它们的组织公民行为。

本研究基于社会交换理论, 建构了流动劳工融入对其幸福感、认同和组织行为的影响模型。它为流动劳工融入如何成为促进组织公民行为的人才管理战略提供了理论和实践见解。

Se aplicó un modelo de ecuaciones estructurales a 440 trabajadores inmigrantes encuestados en la industria del turismo y la hostelería de Macao.

Partiendo de la teoría del intercambio social, este estudio pretende investigar el impacto de la inclusión percibida en el grupo de trabajo sobre el bienestar subjetivo de los inmigrantes, la identificación con la organización y el comportamiento de ciudadanía organizativa (OCB).

La inclusión percibida en el grupo de trabajo influye positivamente en el bienestar subjetivo de los trabajadores inmigrantes y en su identificación con la organización, lo que a su vez afecta positivamente a su OCB.

Basándose en la teoría del intercambio social, este estudio formula un modelo que explica cómo la inclusión de los trabajadores inmigrantes influye en su bienestar, su identificación y sus comportamientos organizativos. Aporta ideas teóricas y prácticas sobre cómo la inclusión de los trabajadores inmigrantes podría servir como estrategia de gestión del talento que promueva los OCB.

The purpose of this paper is to examine how ethnic migrant entrepreneurs (EMEs) utilise identity work to build legitimacy in a host country. According to optimal distinctiveness theory (ODT), legitimacy is achieved by balancing conformance and distinctiveness. This paper draws on ODT in the context of ethnic migrant entrepreneurship to examine how EMEs both fit in (conformance) and maintain their uniqueness (distinctiveness) in cross-cultural settings.

This study adopts a qualitative approach utilising semi-structured interviews to examine the identity work of EMEs from three distinct countries (Indonesia, Pakistan and South Korea (henceforth Korea)) in one host country (Malaysia).

The results show that EMEs’ identity work incorporates both the blurring and strengthening of host-home country boundaries. Building on this study’s results, the authors develop a model of identity work and three propositions regarding legitimacy building through identity in the context of ethnic migrant entrepreneurship.

Through the model and propositions, this research contributes to the identity, international entrepreneurship and ethnic migrant entrepreneurship discourse by identifying the mechanisms, focus and key features of identity work for entrepreneurs operating in cross-cultural settings. In so doing, this research also offers an alternative interpretation on the apparent divergent views around identity work in the fields of organisation (advocate isomorphism) and entrepreneurship (advocate uniqueness).

This paper aims to examine the mediating roles of self-efficacy and team commitment in linking service employees’ relative leader-member exchange (RLMX) with customer service behaviors and also the moderating roles of team-level differentiations in leader-member exchange (LMX) and team-member exchange (TMX) in influencing these mediation processes.

Data were collected from 467 customer-contact employees working in hotel restaurants. Hierarchical linear modeling analysis was used to test the mediation hypotheses, and moderated path was used to assess the moderated mediation.

Self-efficacy and team-commitment both mediated the relationship between RLMX and customer service behaviors. The differentiations in LMX and TMX significantly interacted with RLMX in predicting self-efficacy and team commitment and also moderated the indirect effects of RLMX on customer service behaviors.

Future studies need to incorporate customers’ or immediate supervisors’ ratings of subordinates’ customer service behaviors and replicate the findings in different countries and work settings.

Hospitality managers should foster a work environment wherein they develop equal quality relationships with their subordinates in a workgroup and promote high-quality relationships among subordinates in the workgroup to improve subordinates’ self-efficacy, team commitment and, subsequently, their customer service behaviors.

This study incorporates both self-efficacy and team commitment as motivation-based and social exchange-based mediators, respectively, in predicting customer service behavior. It also extends the boundary condition for the mediations by considering the team-level differentiations in both vertical exchange (LMX) and horizontal exchange (TMX).

Companies are now using social network sites (SNSs) within their marketing and brand-building activities. Twitter is the preferred SNS for creating brand communities, which offer companies many advantages. The purpose of this paper is to examine how individuals manage their competing needs for being affiliated (operationalized as personal and communal-brand connections) and for being seen as distinctive (operationalized as need for uniqueness (NFU)) when they are members of brand communities on Twitter. The authors have also analysed which type of brand community is able to achieve the balance between both needs, enhancing identification with the brand community.

A total of 318 valid responses were collected from three camera brand communities on Twitter. Messages (“tweets”) which included a link to an online questionnaire were sent to community members via Twitter. The authors examine the proposed model using structural equation modelling.

The authors demonstrate that consumers can satisfy their need for affiliation in brand communities created in Twitter. However, consumers can only reach a balance between the need for affiliation and the need for distinctiveness in brand communities built around niche brands. In contrast, the two needs work in opposition to shape identification in brand communities of big brands.

Optimal distinctiveness theory is used as a theoretical background for proposing how the antecedents of identification with the brand community enhance brand loyalty, with reference to the conflict between the individual’s needs for both distinctiveness and affiliation. Consumers’ identification with the brand community is proposed as a mediator to achieve brand loyalty in brand communities. Consumers reach this balance in brand communities built around a niche brand, where individuals with high NFU feel a high identification with the brand community. For big brands, as consumers’ NFU increases, their identification with the brand community and brand loyalty decreases.

This study aims to understand the construction process of an organizational identity in a hybrid organization.

The author developed a single case study based on in-depth interviews, non-participant observations and document analysis in a credit cooperative.

After periods of changes in organizational identity (from idealism to pragmatism), the formation of a paradoxical organizational identity was observed in which the core value became a central polarity between idealism and pragmatism; after periods when members engaged in actions that promoted resistance or change, they framed past events in a story of stable dynamics between idealism and pragmatism; and pro-distinctiveness and -similarity forces in relation to other organizations were reconciled in a quest for optimal distinctiveness that simultaneously enabled the development of uniqueness and adequacy.

This is the first study to adopt a paradox perspective to analyze the identity of a cooperative.