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Organizational pride of service employees presents a vital, but mostly unexplored, factor for business success. In detail, two kinds of organizational pride exist. First, service employees can experience short, persistent affective emotions of pride based on the perception of a successful event related to the organization. Second, employees can have a cognitive and durable attitude of pride resulting from the general perception of the organization. Prior research neglects not only to analyze empirically the relationship between emotional organizational pride and attitudinal organizational pride, but also to examine positive effects from them. The objective of this paper is to investigate the relationship and the effects of the two kinds of organizational pride with commitment to customer service, creativity and turnover intention.

The first study is an exploratory pre‐study and deals with spontaneous impressions of 53 customer consultants regarding their emotional and attitudinal organizational pride. Data used for the main study were collected through an online panel provider. A sample of 733 service employees was generated and structural equation modeling was applied to test the hypotheses.

Results from the main study suggest that there is a strong relationship between emotional organizational pride and attitudinal organizational pride. Whereas the former has a direct, positive effect on commitment to customer service and creativity, the latter directly influences commitment to customer service and turnover intention. An indirect effect on creativity was also found.

To reduce the complexity of the model, no moderating variables were integrated. In a subsequent step, it is important to analyze empirically the drivers and conduct a longitudinal analysis to test the relationship between the two kinds of organizational pride and their effects over time.

The measurement and management of organizational pride are vital sources for improving service behaviors; they represent new challenges for service‐oriented human resource management.

The paper is novel for three reasons. First, the affective events theory (AET) is advanced by additional substantial relationships. Second, links between the two kinds of organizational pride are analyzed for the first time. Finally, the paper suggests empirical evidence for the positive effects of the two kinds of organizational pride.

The purpose of this paper is to identify how employees’ perceived congruity of their employers’ corporate brand with their own actual and ideal self may affect their brand identification (BI), brand pride (BP) and brand citizenship behavior (BCB).

This cross-sectional paper involved 283 employees in Germany who completed an online survey.

Congruity of the brand with employees’ actual self and with their ideal self has similar effects on employees’ BI. However, effects differ with respect to the other outcome variables. BP is only affected by congruity of the brand with the ideal self, whereas BCB is only affected by congruity of the brand with the actual self. Brand identity is positively related to BP and BCB; BP also affects BCB.

Future studies could include different sources for evaluation of BI, BP and BCB; for temporally separate measurement of identification, pride and BCB; and for use of fictitious brands or experimental manipulations of pride to increase internal validity. The discrepant impacts of congruity of the brand with the actual self and the ideal self as detected in the paper could spark research interest in addressing motivations to increase self-esteem and self-consistency in a work context or in investigating specific mediators or moderators in the relationship between self-concept, (brand) identification and pride, as well as behaviors. Finally, research could address different kinds of pride, such as individual and collective forms of pride, as well as their interplay.

Managers should be aware of the different effects of a corporate brand’s fit with employees’ actual and ideal self, and also should note that BI seems essential in augmenting BP and brand-related behaviors. The paper develops implications for internal branding and HRM strategies regarding employee selection, promotion and retention. Findings also indicate that BP motivates BCB in line with current assumptions in research and practice on individual forms of pride.

This paper investigates employees’ perceptions of “their” brand’s fit with their actual and ideal self separately, and determines the differences in impact on BP and BCB, extending existing knowledge on drivers of brand-building behaviors. It also develops the concept of BP in the context of social identity theory and the need for distinction; it further provides initial empirical insights into the role of employees’ BP, including the development of a measure.

This study aims to investigate how the effectiveness of luxury advertising can be improved by matching the emotional (promotion pride vs prevention pride) and luxury value (authenticity vs exclusivity) appeals within advertising messages.

Three experiments were conducted. Studies 1A and 1B establish the influence of incidental emotions and regulatory focus on consumer preferences for divergent luxury value appeals (exclusivity vs authenticity) within advertisements. Study 2 shows the match-up effects of congruent emotional and luxury value appeals on advertising effectiveness.

The authors offer causal evidence that promotion pride increases the preference for exclusivity appeals, whereas prevention pride increases the preference for authenticity appeals in luxury advertising.

The study offers a novel perspective into the ways consumers evaluate different value appeals in luxury advertising and establishes the important role played by emotions within such evaluations.

Marketers of luxury products can increase the effectiveness of their advertising campaigns by considering the fit between emotional and luxury value appeals. Specifically, the authors show that the congruent matching of promotion pride with exclusivity appeals and of prevention pride with authenticity appeals within advertising messages can elicit more favorable consumer responses.

The study is the first to illustrate novel “match-up” effects: it shows when and how different luxury value appeals (exclusivity vs authenticity) and emotions (promotion pride vs prevention pride) influence the effectiveness of luxury advertising.

This paper aims to provide theoretical and empirical insight into the relationship between emotions and knowledge sharing.

Hypotheses concerning the influence of pride and empathy on knowledge sharing attitudes and intentions are developed, based on prior research. The hypotheses were tested by means of a survey within the Dutch branch of a global IT organization, in which respondents (n=252) were asked to evaluate one of four different scenarios, invoking either pride or empathy. Respondents were asked their attitude and intention towards knowledge sharing in the situation sketched in the scenario.

Pride and empathy were found to affect eagerness and willingness to share knowledge. Furthermore, these emotions also influenced knowledge sharing intentions, partly mediated by eagerness and willingness. Both eagerness and willingness mediate the relationship between pride and knowledge sharing intention, whereas only willingness turned out to mediate the relationship between empathy and knowledge sharing.

An important limitation is that the scenarios which were used were hypothetical. A suggestion for further research is to conduct a lab experiment (for instance, using a role play situation) in which emotions are manipulated in an interactive setting.

Emotions have not been related to knowledge sharing in a systematic way before. By connecting these two areas of research, this study provides new interdisciplinary insights.

The purpose of this paper is to explore the relationship between work-life balance, organizational pride and job satisfaction. When evaluating employee work-life balance the present paper takes into consideration two relevant antecedents: supervisor support and job autonomy; and explores their link with organizational pride and job satisfaction.

To verify the hypothesis, a questionnaire survey was used to collect data in a Spanish pharmaceutical organization; 374 responses were obtained. Structural equation modeling was used for the data analysis.

Data confirms the relationship between the analyzed constructs. The results support the hypothesized relationships of supervisor work-life balance support and autonomy with employee work-life balance. In addition, employee work-life balance is positively related with organizational pride and job satisfaction.

This study provides a useful measurement model that employers and employees can use to evaluate and improve work-life balance through job autonomy and supervisor support. Companies should pay attention to employee work-life balance to enhance organizational pride and job satisfaction. The research tries to help companies to more effectively use their human capital resources.

The paper addresses gaps in the current literature in work-life, organizational pride and job satisfaction. The results may serve as the criteria for managers to better enhance employee job satisfaction in organizations.

The purpose of this paper is to extend the corporate social responsibility (CSR) literature by examining the influence of a firm’s external CSR activities (efforts directed toward external stakeholders of the firm) and internal CSR activities (efforts directed toward employees) on employees’ organizational citizenship behaviors toward the environment (OCBE) via organizational pride. The authors also examine the moderating role of perceived organizational support (POS) between CSR and organizational pride.

A total of 324 questionnaires were collected from the hospitality industry of Pakistan.

The results of this research revealed that dimensions of CSR (external and internal) have a positive influence on organizational pride. Also, organizational pride is found as an underlying mediating mechanism between the relationship of CSR and OCBE. The results also indicated that a higher level of POS strengthens the relationship between CSR and organizational pride.

The findings are limited to only hospitality industry. Organizations can enhance employees’ sense of pride through CSR activities, which subsequently enhance employees OCBE. The findings also suggested that organizational pride contains intrinsic motivation that can help employees to enhance their OCBE.

This research suggests that organizational pride and POS are important factors which influence the relationship between CSR and OCBE. Further, it also empirically tests this model in a developing country context.

This research paper aims to contribute to the literature on emotions in the service experience. The extant literature has extensively discussed how the service experience can drive singular emotions. However, the investigation of the combined effects of mixed emotions – that is, emotions of antagonistic valence (positive and negative) – remains scarce. To fill this gap, this research focuses on the combined effects of the negative emotion of guilt and the positive emotion of pride, two affective reactions that can be felt during a service experience but that differ from each other in terms of valence. Specifically, this research examines how consumers who simultaneously feel these two emotions cope with them and more precisely if they engage in a positive reappraisal of their own behavior during the service experience or if they rather prefer adopting the avoidance strategy of mental disengagement. Finally, this research paper examines how these coping strategies to the mixed emotions of pride and guilt affect satisfaction with the service.

A series of hypotheses relating guilt, pride and the coping strategies of mental disengagement and positive reappraisal, as well as their effect on satisfaction toward the service, are testes using two scenario-based experiments.

The findings show that the effects of guilt on the coping strategies of mental disengagement and positive reappraisal are moderated by pride. Importantly, the results show that these two interacting effects are distinct. Precisely, while pride moderates the effect of guilt on mental disengagement such that a negative effect of guilt is observed mainly among people who feel strong guilt feelings, the moderating effect of pride in the guilt-positive reappraisal relationship is positive and mainly among those who feel low guilt feelings. Further, mental disengagement mediates the effects of guilt on satisfaction and differently according to the level of pride.

This research makes a contribution through the investigation of mixed emotions. This approach appears of value because services can drive different emotions simultaneously, and in a context where most extant research focuses on singular emotions.

Singapore hosted the inaugural Youth Olympic Games (YOG) in 2010. Prior studies have shown that a country hosting a major sports event can raise the level of national pride among its citizens. The purpose of this paper is to examine the change in national pride among spectators and non-spectators following the hosting of the YOG.

A longitudinal research design was employed in this study. Surveys using the General National Pride Scale to measure the level of national pride were conducted two months before and after the YOG.

Using paired t-tests, the results showed that there was a significant increase in the level of national pride among non-spectators.

The research concurs with earlier research that hosting a major sports event can increase the level of national pride in the population.

From an application standpoint, this research suggests that in planning major sports events, the government should recognise that such events can increase the level of national pride even among those who have expressed no interest in the sports events.

National pride can be fostered through the hosting of major sports events.

This study demonstrates that in hosting a major sports event, there is an increase in national pride even among non-spectators and those who have no interest in the event.

Brands are increasingly reflecting social values, and many brands have begun to embrace equality and inclusivity as a marketing strategy. Accordingly, consumers are increasingly being exposed to brands associated with different social groups. This paper aims to examine how consumers who have experienced pride respond to brands associated with dissociative out-groups.

Four studies were conducted. Study 1 tested the basic effect of how the experience of different facets of pride affects consumers’ brand attitudes toward a brand associated with a dissociative out-group. Studies 2 and 3 examined the underlying mechanism of consumers’ psychological endorsement of egalitarianism using both mediation and moderation approaches. Study 4 derived implications of our findings for marketers.

The results show that consumers respond differently to a brand associated with a dissociative out-group based on the facets of pride they experience. When consumers experience authentic (vs hubristic) pride, they exhibit a more favorable attitude toward the brand associated with the dissociative out-group. This is because authentic (vs hubristic) pride increases consumers’ psychological endorsement of egalitarianism, which enhances consumers’ brand attitudes toward the brand associated with the dissociative out-group.

The findings suggest that brand managers should think about ways to elicit consumers’ authentic pride to minimize the potential backlash from consumers when promoting equality and inclusivity in their brand communications, particularly when such communications contain cues of dissociative out-groups.

This paper contributes to the branding literature by identifying pride as an important determinant that can help brands overcome the negative impact of dissociative out-groups on consumers’ brand reactions, enriches the literature on pride by documenting a novel effect of the two facets of pride on consumer behavior and extends the literature of egalitarianism by demonstrating pride as a driver of consumers’ psychological endorsement of egalitarianism.

Earlier research indicates that brand choices may display different identity signals, such as altruism and benevolence for green brands or high status and exclusiveness for premium brands. This research adds to the literature by exploring how opting for green (vs premium) brands leads consumers to feel authentic (vs hubristic) pride.

Three experimental studies were conducted to test the hypotheses related to green versus premium choices (Studies 1–3), public accountability (Study 2) and the underlying process of anticipated judgment (Study 3).

The findings reveal that choosing a green (vs premium) brand results in higher authentic pride and lower hubristic pride. However, the green pride effects were only observed when consumers' brand choices were publicly accountable. Finally, anticipated judgment mediates changes in authentic pride driven by green (vs premium) brands.

The study findings contribute preponderantly to the green consumer behavior literature and practice by providing primary evidence that green (vs premium) branding can trigger distinct patterns of pride in comparative decisions.