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Past research argues that identity-linking messages must use established descriptors of the social group (i.e. prototypical identity appeals) to be effective. The authors show that less established descriptors (i.e. identity-linking messages low in prototypicality) can be optimal for an important customer segment, namely, for those that affectively identify with the social group. This is because of the distinct self-motives underlying the cognitive and affective social identity dimensions.

A pilot and two experimental studies were conducted, using gender and nationality as the target identities.

Consumers feel more hopeful and have higher purchase intention for products advertised using identity depictions that fit with their predominant (uncertainty-reduction or self-enhancement) self-motive. Consumers predominantly high in affective/cognitive social identity prefer identity-linking messages that are low/high in prototypicality. An abstract mindset reverses these effects by encouraging a similarity focus.

Future work should identify potential boundary conditions of the findings. Further, all studies use ascribed social groups. Future work should explore whether consumers relate differently to different social group, such as achieved groups, non-human groups or aspirational groups.

Adverts using established descriptors of a brand’s target social group may no longer fit the brand’s positioning. Understanding when and when not to use less established group descriptors to market brands is important for practitioners.

To the best of the authors’ knowledge, this is the first research to explore the conditions under which priming consumers’ identity using less/more established (i.e. low/high in prototypicality) descriptors has a beneficial, or detrimental, effect on consumers’ purchase intention. In understanding these effects, the authors draw on consumers’ self-motives underlying cognitive and affective identification, a distinction not yet made in the identity-linking communications literature. The authors also explore the mediating role of hope – a central motivating emotion – in identity marketing.

This study aims to investigate the relationship between leader group prototypicality and intergroup conflict, as well as its mechanisms and contextual factors using the social identity theory.

The research model was empirically tested using multi-phase, multi-source and multilevel survey data in China. The final sample consisted of 75 group leaders and 231 group members. Multilevel structural equation modelling and a Monte Carlo simulation were used for hypothesis testing.

The results showed that leader group prototypicality would engender intergroup conflict via intergroup distinctiveness. Further, leaders’ benchmarking behaviour moderated this indirect effect. In particular, leader group prototypicality resulted in higher intergroup distinctiveness and intergroup conflict, only when the leaders’ benchmarking behaviour was higher rather than lower.

First, this study addresses the question of whether leader group prototypicality would lead to intergroup conflict to provide theoretical and empirical insights to supplement extant literature. Second, the study advances the understanding of mechanisms (intergroup distinctiveness) and the consequences (intergroup conflict) of leader group prototypicality in an intergroup context. Third, the study shows that leaders’ benchmarking behaviour moderates the effect of leader group prototypicality on intergroup conflict through intergroup distinctiveness. As such, the findings are of value to future management practice by offering precise, practical interventions to manage the intergroup conflict caused by leader group prototypicality.

This study aims to explore mediational mechanisms and conditions by which empowering leadership leads to positive outcomes at the employee level. Using social identity theory (SIT) as a foundation, the authors present an integrated moderated mediation model to explain the interactive effects of empowering leadership and leaders' prototypicality on employees' work engagement through the mediation of organizational identification (OI).

The research model was tested using multilevel nested data obtained from 634 employees working in 133 departments (teams) in the service sector of Pakistan.

The results reveal that empowering leadership influences work engagement through the mediation of OI. However, leader prototypicality has emerged as an important moderating condition for these relationships because, at a lower level of leader prototypicality, the positive effect of empowering leadership may diminish.

The results of this study suggest that organizations should promote empowering leadership to increase their employees' OI and work engagement. Furthermore, it is suggested that leader prototypicality is important along with empowering leadership to inculcate positive behavior among employees.

This is the first study of its nature, which used SIT to explain the indirect effect of empowering leadership on employees' work engagement via OI. Furthermore, the bounding condition of leader prototypicality is also studied for the first time in the context of the indirect relationship between empowering leadership and employees' work engagement via OI. The authors note that the novel unique findings of this study have the potential to open additional further avenues of research in the field of empowering leadership.

Displaying appropriate emotions enhances followers’ perceptions toward a leader. The present study examined the moderating effect of leader group-prototypicality on the relationship between leader’s emotion appropriateness and followers’ perceptions toward the leader (i.e., self-sacrifice intentions and effectiveness). Based on a set of 366 Malaysian students’ experimental survey responses, leader group-prototypicality emerged as a significant moderator. Specifically, the effect of leader’s emotion appropriateness was stronger for group-prototypical leaders than non-group-prototypical leaders. Hence, to enhance their perceived effectiveness, leaders should portray appropriate emotions and ensure that they are viewed as representative by their followers.

Drawing on the branded service encounters perspective, the purpose of this study is to investigate how frontline service employees’ environmentally irresponsible behaviors affect customers’ brand evaluations.

The research conducted two experiments. The first experiment explored the effect of frontline service employees’ environmentally irresponsible behaviors on customers’ brand evaluations via corporate hypocrisy. The second experiment explored the moderation effect of employees’ prototypicality and the importance of corporate social responsibility (CSR) among customers.

Experiment 1 indicates that for firms with a green brand image, frontline employees’ environmentally irresponsible behaviors result in customers’ perception that the firm is hypocritical, thus reducing their brand evaluations. Experiment 2 shows that employee prototypicality and CSR importance to the customer enhance the negative impact of frontline employees’ environmentally irresponsible behaviors on customers’ brand evaluations through customers’ perception of corporate hypocrisy.

This study is one of the first efforts to explore how frontline service employees’ environmentally irresponsible behaviors affect customers’ responses. It helps understand the impact of frontline employees’ counter-productive sustainable behaviors on customers’ brand perception, as well as the relationship between CSR and employees.

This study suggests that firms’ green brand image does not always lead to positive customer response. When frontline employees’ behaviors are inconsistent with firms’ green brand image, it can trigger customers’ perceptions of corporate hypocrisy and thus influence their brand evaluations. Therefore, firms should train frontline service employees to make their behaviors align with the firms’ green brand image.

This study is one of the first efforts to explore how frontline service employees’ environmentally irresponsible behaviors affect customers’ responses. It helps understand the impact of frontline employees’ counter-productive sustainable behaviors on customers’ brand perception, as well as the relationship between CSR and employee.

This study aims to explore followers’ perceptions of leaders as predictors of performance appraisal (PA) participation and subsequent outcomes. Prior research has acknowledged the role of Leader–Member Exchange (LMX) quality in predicting PA participation. This study sought to add to this literature by investigating the effects of LMX dimensions (loyalty, affect, contribution and respect) and the effect of perceived leader prototypicality on PA participation and subsequent outcomes.

The hypothesized model proposed that the LMX dimensions and leader prototypicality would predict PA participation, and the effect of PA participation on job and reward satisfaction would be mediated through PA satisfaction. Structure equation modeling using maximum likelihood estimation was used to test these hypotheses in a sample of 216 employees at a public utility company.

Although results indicated partial support for the proposed mediated model, they also indicated more complex relationships. Leader prototypicality was related to PA participation, none of the four LMX dimensions had the predicted positive effect on PA participation, though they were differentially and directly related to PA satisfaction and job satisfaction.

Employees’ perceptions of leader prototypicality is important in engaging employee participation in the PA process, and more important to participation than was the quality of the LMX relationship. The extent to which employees participate in and subsequently experience higher levels of satisfaction with the PA process may be a reflection of how employees perceive their leader. And participation in and satisfaction with the PA process lead to increased reward and job satisfaction. Future research should incorporate supervisor perspectives of these relationships and use longitudinal design to better infer causality.

Employee perceptions of leader prototypicality are important for encouraging their participation in the PA process, which has implications for reward and job satisfaction. Therefore, supervisors would benefit from understanding the traits (such as sensitivity, confidence and intelligence) that affect their subordinates’ leadership perceptions, and should be trained on successfully demonstrate those traits. Further, exchange relationships built on loyalty and respect affected PA satisfaction directly, which also positively affected job and reward satisfaction. Thus, supervisors should be trained to build trust- and respect-based relationships with employees.

The results of this study make significant contributions to the understanding of the antecedents of employee participation in and satisfaction with the PA process. The data suggest that the effect of perceived leader prototypicality on job and reward satisfaction is mediated through PA participation. Because implicit leadership theory has not previously been studied in the PA context, this new finding makes an important contribution to the PA literature. Further, by taking a multidimensional approach to LMX, these results indicated that the dimensions of loyalty and respect were related to PA satisfaction directly, but not through PA participation.

Knowledge is critical for employee and firm success. We show that being perceived as prototypical organizational members is a source of prominence in knowledge exchange that operates beyond preexisting communication or affective relationships. Self-categorization processes produce – through depersonalization – a positive attitude among the members which represents an autonomous mechanism of social attraction for knowledge exchange, while social network mechanisms are triggered by interpersonal attraction. Our findings also suggest that including perceived members’ prototypicality can avoid a potentially spurious relationship in assessing the role played by social identity and categorization theory in explaining attitude and behaviors.

This chapter investigated how pre-existing ideas (i.e., prototypes and antiprototypes) and what the eyes fixate on (i.e., eye fixations) influence followers' identification with leaders from another race. A sample of 55 Southeast Asian female participants assessed their ideal leader in terms of prototypes and antiprototype and then viewed a 27-second video of an engaging Caucasian female leader as their eye fixations were tracked. Participants evaluated the videoed leader using the Identity Leadership Inventory, in terms of four leader identities (i.e., prototypicality, advancement, entrepreneurship, and impresarioship). A series of multiregression models identified participants' age as a negative predictor for all the leader identities. At the same time, the antiprototype of masculinity, the prototypes of sensitivity and dynamism, and the duration of fixations on the right eye predicted at least one leader identity. Such findings build on aspects of intercultural communication relating to the evaluation of global leaders.

Few extant studies have focused on digital rituals and investigated the relationship between them and customer citizenship behavior in the context of online brand communities (OBCs). This study aims to examine the sequential mediation mechanism of emotional energy and spiritual brand identification under interaction ritual theory and identifies membership prototypicality as the moderator.

An online investigation of 515 OBC users was conducted to gather data, and structural equation modeling was applied to test the hypotheses.

The empirical results revealed that OBC rituals were positively related to customer citizenship behavior. Emotional energy and spiritual brand identification could play mediating roles in the relationship between OBC rituals and customer citizenship behavior. Furthermore, there existed a sequential mediation mechanism with emotional energy as the first mediator and spiritual brand identification as the second. The effect of OBC rituals on emotional energy was more significant for peripheral members than prototypical members.

Managers of OBCs should conduct various ritualistic strategies to stimulate users to perform customer citizenship behaviors. Discrete ritualized activities should be intended for members of different prototypicalities.

This study provides a profound insight on how OBC rituals foster customer citizenship behavior and is among the first to explore such a relationship. It also investigates the sequential mediation mechanism, thus broadening the research on the influencing processes of OBC rituals on customer citizenship behavior.

The intention of this paper is to conceptualize charisma as a multidimensional, cognitive‐affective phenomenon for the reason that the current practice of conceptualization and operationalization of charisma in terms of observable extraordinary behaviour of the leader has diluted “attributed extraordinariness” while disregarding other facets that the theorists assume to be part of charisma.

The existing literature on charisma in many diverse disciplines is appraised in order to enumerate the dimensions of charisma. Accordingly, the paper presents a working definition of charisma and makes suggestions on developing a scale of charisma as a multidimensional, cognitive‐affective phenomenon.

The paper concludes that charisma is a cognitive‐affective phenomenon and is characterized by “Leader extraordinariness”, “Leader archetypicality” “Leader group prototypicality” (cognitive dimensions), “Reverence with awe” and “Love with enthusiasm” (affective dimensions).

Other than explaining how a scale of charisma could be developed, the paper also explains how the proposed conceptualization opens up new avenues for the exploration of routinization of charisma and follower psychological dynamics.

While the paper urges leaders to appeal to followers emotionally and to use the impression management techniques, it urges followers to be vigilant about the “dark side of charisma”.

The present paper can be taken as the first attempt at conceptualizing charisma as a multidimensional, cognitive‐affective phenomenon, though charisma has been long thought to be so. As it takes a follower‐centric approach and incorporates many dimensions of charisma which are presently neglected in operationalizing charisma, the suggested scale of charisma will more validly measure the charisma of leaders than scales presently used.