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Open Access
Article
Publication date: 12 August 2022

Habtamu Endris Ali, René Schalk and Marloes van Engen

This study aims to examine whether the internal locus of control, self-esteem and leadership self-efficacy can predict differences in self–other rating agreement on leader…

1172

Abstract

Purpose

This study aims to examine whether the internal locus of control, self-esteem and leadership self-efficacy can predict differences in self–other rating agreement on leader effectiveness. First, the authors predicted that the greater the internal locus of a leader the more their self-rating will be in agreement with others' rating of them (1a). Second, the authors proposed that the greater the self-esteem of a leader the more their self-rating will be in discrepancy with others' rating (1b). Third, the authors hypothesized that the greater the self-efficacy of a leader the more their self-rating will be in agreement with others' rating (1c).

Design/methodology/approach

To test the hypotheses, multisource data were collected from 128 banking leaders (who responded about different aspects of leadership self-efficacy, internal locus of control, self-esteem and leadership effectiveness) and 344 subordinates (who rated their leaders' effectiveness in performing leadership tasks).Multivariate regression was performed by jointly regressing both leaders' self-ratings and subordinates' ratings as a dependent variable on internal locus of control, self-esteem and leadership self-efficacy as predictor variables.

Findings

Self-esteem of a leader the more their self-rating will be in discrepancy with others' ratings.

Originality/value

The study tried to investigate the leader-subordinate dis(agreement) on leaders’ effectiveness taking banking leaders in the Ethiopian Context. The finding of the results is crucial and important for leadership development programs.

Details

Journal of Management Development, vol. 41 no. 5
Type: Research Article
ISSN: 0262-1711

Keywords

Open Access
Article
Publication date: 12 July 2019

Niyom Junnual, Chulaporn Sota and Anun Chaikoolvatana

The smoking rate of male high school students continues to increase. Therefore, the purpose of this paper is to examine the effectiveness of a smoking cessation program on self

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Abstract

Purpose

The smoking rate of male high school students continues to increase. Therefore, the purpose of this paper is to examine the effectiveness of a smoking cessation program on self-esteem, attitude, perception and practice regarding smoking behavioral control among male high school students in Ubon Ratchathani Province, Thailand.

Design/methodology/approach

The effectiveness of the smoking cessation program was tested by a quasi-experimental pre-posttest and follow-up with a 24-week design. Multistage sampling was used to recruit 70 male high school students, including 35 male students in the intervention group and 35 male students in the control group. The intervention group received a 12-week smoking cessation program based on information-motivation-behavioral skills and stages of change models and follow-up at 12 weeks, whereas the control group did not. A self-administered questionnaire was used to assess the improvement of subjects’ self-esteem, attitude toward smoking, perceived control over smoking, number of cigarettes per day and urine cotinine test. The descriptive statistics, generalized estimating equation and proportion test were used for data analysis.

Findings

After the program, there were statistically significant differences in mean scores between the group and control groups; the difference of self-esteem was 4.15 (95% CI: 1.95, 6.36), attitude toward smoking was 3.30 (95% CI: 1.89, 5.52) and perceived control over smoking was 6.99 (95% CI: 4.04, 9.94). Thus, all differences in the intervention group were significantly higher than in the control group. The proportion of non-smokers, measured by the urine cotinine test at follow-up, was 25 percent (95% CI: 0.03, 0.48) significantly higher (p-value = 0.015), in the intervention group. Therefore, the smoking cessation program in this study was effective at changing the behavior of male high school student smokers.

Originality/value

This smoking cessation program increased self-esteem, attitude toward smoking, perceived control over smoking and decreased smoking per day among male high school students. Therefore, schools and parents should focus on developing these factors to encourage students to quit smoking.

Details

Journal of Health Research, vol. 33 no. 5
Type: Research Article
ISSN: 2586-940X

Keywords

Open Access
Article
Publication date: 19 September 2023

Tom L. Junker, Christine Yin Man Fong, Marjan Gorgievski, Jason C.L. Gawke and Arnold B. Bakker

This study investigates when and for whom job crafting may turn into job quitting. The authors hypothesize that approach job crafting relates more positively to turnover…

2456

Abstract

Purpose

This study investigates when and for whom job crafting may turn into job quitting. The authors hypothesize that approach job crafting relates more positively to turnover intentions and subsequent voluntary job changes among employees with (a) high (vs low) need for career challenges and (b) those with high (vs low) self-esteem.

Design/methodology/approach

Data were collected from 575 employees of a large public organization in the Netherlands with two measurement moments three months apart. Hypotheses were tested using cross-lagged regression analyses and path modeling.

Findings

Supporting the hypotheses, approach crafting related positively to an increase in turnover intentions only among employees with high need for challenge or high self-esteem. Moreover, via turnover intentions at Time 1, approach crafting related positively to the voluntary job change at Time 2 for employees with (a) high need for challenge, as well as those with (b) high self-esteem. These findings held after controlling for avoidance crafting.

Research limitations/implications

This study has been conducted in a relatively homogenous sample. Future research may test the predictions in a more heterogeneous sample, including participants from different cultural and economic contexts.

Practical implications

The authors advise human resource (HR) professionals to facilitate the job crafting efforts of employees with a high need for challenge and those with high self-esteem because these groups are particularly at risk of voluntarily quitting their jobs. Adopting insights from the wise proactivity model may help ensure that job crafting benefits both employees and employers.

Originality/value

This study brings clarity to the inconsistent relationships between job crafting and job quitting by using the wise proactivity model as an explanatory framework.

Details

Career Development International, vol. 28 no. 6/7
Type: Research Article
ISSN: 1362-0436

Keywords

Open Access
Article
Publication date: 6 March 2020

Gilroy Hughdonald Middleton and Hyoung Tark Lee

This study aims to progress knowledge by developing and analyzing an integrated model of behavioral loyalty enhancement related to non-profit organization (NPO) donation. To…

1960

Abstract

Purpose

This study aims to progress knowledge by developing and analyzing an integrated model of behavioral loyalty enhancement related to non-profit organization (NPO) donation. To achieve this aim, the study examines the influences of three variables of donor loyalty, namely, attitude toward beneficiaries, trust and self-esteem in one integrated model. Additionally, to compare the extent to which each variable affects donor loyalty, mediating effects are suggested.

Design/methodology/approach

Data from 245 Korean donors are used to investigate the proposed conceptual model using structural equation modeling with AMOS.

Findings

Findings from the study demonstrate that trust has the highest mediating influence on the intention to continue donation. Similarly, the findings reveal that self-esteem has the highest mediating influence on positive word-of-mouth (PWOM). However, the study findings suggest that attitudes toward beneficiaries are not significant predictors of both intentions to continue donating and PWOM.

Research limitations/implications

The impact of trust on the intention to continue donating is more important than that of self-esteem and attitude toward the beneficiary.

Practical implications

Similarly, the impact of trust and self-esteem on positive WOM is more important than that of attitude toward beneficiary.

Social implications

With this research, NPOs can make more budget from personal donation efficiently.

Originality/value

The findings of this research provide evidence that there are three important components relative to donation, namely, donor, NPO and beneficiary, and propose an integrated model which is composed of these three key components.

Details

Asia Pacific Journal of Innovation and Entrepreneurship, vol. 14 no. 1
Type: Research Article
ISSN: 2071-1395

Keywords

Open Access
Article
Publication date: 5 November 2019

Naruemon Auemaneekul, Arpaporn Powwattana, Emwadee Kiatsiri and Nanthana Thananowan

The purpose of this paper is to examine the etiological model of cyberbullying behaviors among Thai adolescents, testing the hypothesis that the constructs of theory of planned…

4216

Abstract

Purpose

The purpose of this paper is to examine the etiological model of cyberbullying behaviors among Thai adolescents, testing the hypothesis that the constructs of theory of planned behavior (TPB), including self-esteem, will influence and have impact on cyberbullying intention and behaviors.

Design/methodology/approach

Structural equation modeling (SEM) was used to analyze the data. Self-administered questionnaires were used among multi-stage stratified random samples from secondary schools in the Bangkok. The sample size consisting of 354 subjects included those who were victims (44.7 percent), perpetrators (33.1 percent) and witness (67.8 percent).

Findings

The SEM showed subjective norm (SN) to be the most direct influential factor of cyberbullying intention and behaviors, followed by attitude toward cyberbullying (Intention β=0.31, 0.24; p=0.01, Behavior β=0.09, 0.07; p=0.012 and 0.05, respectively). However, the SEM revealed that all variables from TPB including self-esteem in the equation can explain the variation scores of intention and cyberbullying behaviors at 54 and 67 percent levels (adjusted R2=0.54 and 0.67), respectively. The SEM showed that model modification indices indicate a good fit to the data (χ2=0.00, df=0, p>0.05, CMIN/df=0, GFI=1, AGFI=1, CFI=1 and RMSEA=0).

Research limitations/implications

The experiences or witness of family violence and support at school level, which is supposed to mitigate the bullying problems, were neglected from this study.

Practical implications

The preventive measures for cyberbullying behaviors among adolescents should involve activities fostering self-esteem, developing proper attitude and SN to prevent cyberbullying. The initiatives and developed school supportive system for adolescents to understand how to control themselves when engaging in social network are imperative. However, for future research, family violence witness and attempt to lure the cyberbullying victims into offline meeting should be explored more.

Social implications

TPB and the use of social media should be taken into account for planning and designing appropriate intervention to reduce and eliminate cyberbullying among all stakeholders in both public and private sectors in the area of health and educational institutes in order to endeavor and to advocate the anti-cyberbullying policy in Thailand.

Originality/value

TPB and self-esteem explained a substantial portion of and more modest but significant amount of variance in cyberbullying intention and behaviors. However, SN and attitude toward cyberbullying which was found to be most influential factors could be the useful information for designing intervention toward cyberbullying prevention for Thai adolescents and advocate implementing the anti-cyberbullying policy in Thailand.

Details

Journal of Health Research, vol. 34 no. 1
Type: Research Article
ISSN: 2586-940X

Keywords

Open Access
Article
Publication date: 19 January 2021

Minh T.H. Le

The purpose of this paper is threefold. First, it aims to clarify the moderating role of self-esteem (SE) and susceptibility to normative influence (SNI) in the relationship…

23438

Abstract

Purpose

The purpose of this paper is threefold. First, it aims to clarify the moderating role of self-esteem (SE) and susceptibility to normative influence (SNI) in the relationship between brand love and brand loyalty. Second, the study proposes modeling the mediation role of brand love and outlining how SE and SNI affect the consumer-brand relationship. Finally, the study explores the impact of brand love on brand loyalty: the moderating role of self-esteem and social influences, as the literature regarding this is still lacking.

Design/methodology/approach

Data were collected via an online survey, which yielded 218 responses. Structural equation modeling was used to predict the research model.

Findings

The findings indicate that both SE and SNI mediate the relationship between brand love and brand loyalty. Additionally, consumers love the focal brands positively relates to SE and SNI. In return, SE and SNI lead to brand loyalty. The tight relationship of SE and SNI affects the connection between brand love and brand loyalty.

Research limitations/implications

The data has been collected in Vietnam, which creates a limitation regarding the study’s cross-cultural nature and the economic context. Thus, the study should be conducted in different cultures and economies (both developing and developed countries) to enhance the generalizability in consumer-brand relationships.

Practical implications

Brand managers should conduct more advertising in brand communities to enhance the influence of SNI and emphasize unique features of the brands, to attract consumers through the overlap of SE.

Social implications

The findings can contribute to enhancing unique brand identity and self-motivation will increase consumer loyalty, increasing the revenue of a specific brand. Moreover, as acceptable peers contribute to making purchase decisions, boosting the brand community will maintain current consumers and attract additional potential consumers from the current consumer relationships.

Originality/value

This study contributes to consumer psychology by indicating both SNI and SE as the mediators in the relationship between brand love and brand loyalty and how the consumer-brand relationship can be enabled.

Propósito

El propósito de este trabajo es triple. En primer lugar, pretende aclarar el papel moderador de la autoestima (SE) y la susceptibilidad a la influencia normativa (SNI) en la relación entre el amor y la lealtad a la marca. En segundo lugar, el estudio propone modelar el papel mediador del amor a la marca y esbozar cómo la autoestima y la SNI afectan a la relación consumidor-marca. Por último, el estudio explora los factores que afectan a la relación entre el amor a la marca y la lealtad a la misma, ya que aún no existe literatura al respecto.

Diseño/metodología/enfoque

Los datos se recogieron mediante una encuesta en línea, que arrojó 218 respuestas. Se utilizó el modelo de ecuaciones estructurales (SEM) para predecir el modelo de investigación.

Hallazgos

Los hallazgos indican que tanto la autoestima como la SNI median la relación entre el amor y la lealtad a la marca. Además, el amor de los consumidores por las marcas focales se relaciona positivamente con la autoestima y la SNI. En cambio, la autoestima y la SNI conducen a la lealtad a la marca. La estrecha relación de la autoestima y la SNI afecta la conexión entre el amor a la marca y la lealtad a la misma.

Limitaciones de la investigación

Los datos se han recogido en Vietnam, lo que crea una limitación en cuanto a la naturaleza transcultural del estudio y el contexto económico. Así pues, el estudio debería realizarse en diferentes culturas y economías (tanto de países en desarrollo como desarrollados) para aumentar la posibilidad de generalización en las relaciones entre consumidores y marcas.

Implicaciones prácticas

Los gerentes de marca deberían hacer más publicidad en las comunidades de marcas para aumentar la influencia de la SNI y hacer hincapié en las características singulares de las marcas, a fin de atraer a los consumidores mediante la superposición de la autoestima.

Implicaciones sociales

Las conclusiones pueden contribuir a mejorar la identidad de una marca única, y la automotivación aumentará la lealtad de los consumidores, incrementando los ingresos de una marca específica. Además, como los pares aceptables contribuyen a la toma de decisiones de compra, el impulso de la comunidad de marcas mantendrá a los consumidores actuales y atraerá a otros consumidores potenciales de las relaciones de consumo actuales.

Originalidad/valor

Este estudio contribuye a la psicología del consumidor al indicar que tanto la SNI como la autoestima son los mediadores en la relación entre el amor y la lealtad a la marca y la forma en que se puede habilitar la relación consumidor-marca.

研究目的

摘要

本文有三方面的研究目的。第一,明确自尊(SE)和易受规范影响(SNI)在品牌喜爱与品牌忠诚关系中的调节作用。第二,建立品牌喜爱的中介作用模型,并概述SE和SNI如何影响消费者与品牌的关系。最后,探讨品牌喜爱对品牌忠诚度的影响:自尊和社会影响因素的调节作用,目前有关这方面的文献还比较缺乏。

研究方法

通过在线调查收集数据,共收到218份答复。采用结构方程模型进行预测研究模型。

研究结果

研究结果表明,自尊和易受规范影响都对品牌喜爱和品牌忠诚度之间的关系起到了调节作用。此外,消费者对焦点品牌的喜爱与自尊和易受规范影响具有正相关关系。反过来,自尊和易受规范影响又会导致品牌忠诚。自尊和易受规范影响的紧密关系影响了品牌喜爱和品牌忠诚之间的联系。

研究局限性

由于本次研究数据是在越南收集的,造成了研究的跨文化性质和经济背景的局限性。因此,未来的研究可以在不同的文化和经济体(包括发展中国家和发达国家)进行,以提高关于消费者与品牌关系结论的普遍性。

实际意义

品牌管理者可以在品牌社区中增强广告宣传,提高易受规范影响的影响力,同时强调品牌的独特性,与自尊因素相结合来吸引消费者。

社会意义

本文研究结果有助于增强独特的品牌识别和自我激励,提高消费者的忠诚度,增加特定品牌的收入。此外,由于合适的同伴有助于消费者做出购买决策,提升品牌社区可以维持现有消费者,并通过现有消费者关系吸引更多的潜在消费者。

研究价值

本研究提出了自尊和易受规范影响是品牌喜爱和品牌忠诚关系的调节变量,并且进一步阐释了它们如何促成消费者与品牌的关系,从而为消费者心理学做出了贡献。

Open Access
Article
Publication date: 13 February 2024

Jinwei Wang, Haoyang Lan and Jiafei Chen

This study aims to elucidate the process and internal mechanism of place identity construction in traditional villages under the impact of tourism by taking Cuandixia village as a…

Abstract

This study aims to elucidate the process and internal mechanism of place identity construction in traditional villages under the impact of tourism by taking Cuandixia village as a case. The research methods comprise participatory observation and in-depth interviews with the residents. The main results are as follows: the impact of tourism on traditional villages is mainly reflected in space reconstruction, livelihood change, social relations restructuring and culture change; under the impact of tourism, the representation of residents’ identity construction shows complexity, with positive and negative effects; and the place identity construction of residents affects their perception of and attitudes toward tourism. Moreover, self-esteem and self-efficacy principles play a key role in their perception of tourism. This study provides some reference for further investigation of the tourism development model and the mental mechanism of residents in traditional villages.

Details

Tourism Critiques: Practice and Theory, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2633-1225

Keywords

Open Access
Article
Publication date: 14 June 2019

Jaswant Kaur Bajwa, Bobby Bajwa and Taras Gula

The purpose of this paper is to describe the components, structure and theoretical underpinnings of a cognitive remediation intervention that was delivered within a supported…

1601

Abstract

Purpose

The purpose of this paper is to describe the components, structure and theoretical underpinnings of a cognitive remediation intervention that was delivered within a supported education program for mental health survivors.

Design/methodology/approach

In total, 21 participants enrolled in the course Strengthening Memory, Concentration and Learning (PREP 1033 at George Brown College (GBC)) with the diagnosis of depression, anxiety, PTSD, ED and substance use disorder were included in the research. After a baseline assessment, participants completed 14 week cognitive remediation training (CRT) protocol that included six essential components that were integrated and implemented within the course structure of the supported education program at GBC. This was followed by a post-training assessment.

Findings

Analysis of the participants’ performance on CRT protocol using computerized games showed little significant progress. However, the research found a positive change in the self-esteem of the participants that was statistically significant and the findings also aligned with the social and emotional learning framework.

Research limitations/implications

One of the limitations in the research was the use of computer-assisted cognitive remediation in the form of the HappyNeuron software. The value and relevance of computer assisted needs are to be further examined. It seems that the implementation of the course that explicitly address cognitive challenges creates a supportive environment can be helpful.

Practical implications

Despite the mixed results and the few limitations associated with the CRT intervention reported in the research, the study offers reminders of the complexity of cognitive remediation and all the factors involved that need to be taken into consideration.

Social implications

This research created explicit space for addressing some of the implicit assumptions about the cognitive abilities when in post-secondary education.

Originality/value

This work is based on author’s previous work on cognitive remediation research within the supported education setting.

Details

Journal of Research in Innovative Teaching & Learning, vol. 12 no. 2
Type: Research Article
ISSN: 2397-7604

Keywords

Open Access
Article
Publication date: 18 April 2018

Kati Turtiainen

Nation states’ neoliberal policies do not regard asylum seekers and undocumented migrants as deserving of a good life. Social work in welfare states is highly connected to the…

3277

Abstract

Purpose

Nation states’ neoliberal policies do not regard asylum seekers and undocumented migrants as deserving of a good life. Social work in welfare states is highly connected to the policies of nation states. There is a need to address theories in social work that have a transnational focus at the local level. Axel Honneth’s recognition theory enables an approach to forced migration from the direction of personal relations and personhood itself. The core idea is that if people cannot gain recognition, this causes harm to their self-realisation. The purpose of this paper is discuss how the recognition theory overcomes a national focus in social work.

Design/methodology/approach

This paper is theoretical. The relations of recognition are discussed in the context of transnational social work in welfare states with forced migrants.

Findings

The theory of recognition in social work practice with people who do not have a residence permit is best articulated by an understanding of rights concerning all the attributes of the person, i.e. as a needy being, autonomous and particular in a community.

Originality/value

Forced migrants’ backgrounds provide a specific backdrop for misrecognition, which may harm self-relations. The relations of recognition contribute to social work by providing the sensitivity required to evaluate the complexity of views and attitudes that affect the way we encounter service users. The relations of recognition (care, respect and esteem) give normative criteria for communication in order to take another person as a person, which, in turn, contributes to healthy self-relations of forced migrants.

Details

International Journal of Migration, Health and Social Care, vol. 14 no. 2
Type: Research Article
ISSN: 1747-9894

Keywords

Open Access
Article
Publication date: 27 January 2023

Subarna Nandy, Neena Sondhi and Himanshu Joshi

This paper aims to draw on the appraisal theory and the theory of self-brand congruence (SBC) to study the multidimensional emotion of brand pride. It conceptualizes and validates…

1562

Abstract

Purpose

This paper aims to draw on the appraisal theory and the theory of self-brand congruence (SBC) to study the multidimensional emotion of brand pride. It conceptualizes and validates the relationship of brand pride with SBC, brand loyalty and oppositional brand loyalty and establishes the role of narcissism as a moderator.

Design/methodology/approach

Standardized scales, including a new brand pride scale developed by the authors, were used to collect data from 522 respondents. Covariance-based structural equation modeling was used to test the conceptual model. Multi-group moderation analysis tested the differences in the proposed relationship between high and low narcissists.

Findings

Results posit brand pride as a multidimensional construct with SBC as its significant antecedent. The findings also support most hypothesized relationships between brand pride and behavioral outcomes. In addition, the study confirms the moderating effect of narcissism on the relationship between brand pride dimensions and brand loyalty and opposition brand loyalty.

Research limitations/implications

The study sample was from a developing nation – India. Similar cohorts from developing and developed countries could provide a unique cross-nation comparison.

Practical implications

The role of brand pride in impacting brand loyalty and oppositional brand loyalty has significant implications for practice. Marketing communication to inculcate brand pride among consumers will significantly impact the brand’s profitability.

Originality/value

Validation of SBC as a precursor to brand pride and the relationship of brand pride with brand loyalty and oppositional brand loyalty contributes significantly to branding theory and practice. This study also establishes narcissism as a moderator between brand pride and loyalty outcomes.

Propósito

Este artículo se basa en la teoría de la valoración y la teoría de la congruencia de la marca propia para estudiar la emoción multidimensional del orgullo de marca. Conceptualiza y valida la relación del orgullo de marca con la congruencia de marca propia, la lealtad de marca y la lealtad de marca oposicional, y establece el papel del narcisismo como moderador.

Metodología

Se utilizaron escalas estandarizadas, incluida una nueva escala de orgullo de marca desarrollada por los autores, para recoger datos de 522 encuestados. Para probar el modelo conceptual se tudio un modelo de ecuaciones estructurales basado en la covarianza. El análisis de moderación multigrupo probó las diferencias en la relación propuesta entre narcisistas altos y bajos.

Resultados

Los resultados tudioes el orgullo de marca como un constructo multidimensional con congruencia de marca propia como su antecedente significativo. Los resultados también apoyan la mayoría de las relaciones hipotetizadas entre el orgullo de marca y los resultados conductuales. Además, el tudio confirma el efecto moderador del narcisismo en la relación entre las dimensiones del orgullo de marca y la lealtad a la marca y la oposición a la lealtad a la marca.

Limitaciones

La muestra del tudio procedía de un país en vías de tudioes: la India. Cohortes similares de países en tudioes y desarrollados podrían proporcionar una comparación única entre naciones.

Implicaciones prácticas

El papel del orgullo de marca en el impacto de la lealtad de marca y la lealtad de marca opuesta tiene implicaciones significativas para la práctica. La comunicación de marketing para inculcar el orgullo de marca entre los consumidores tendrá un impacto significativo en la rentabilidad de la marca.

Valor

La validación de la congruencia con la propia marca como precursora del orgullo de marca y la relación del orgullo de marca con la lealtad de marca y la lealtad de marca de oposición contribuyen significativamente a la teoría y la práctica del branding. El tudio también establece el narcisismo como moderador entre el orgullo de marca y los resultados de lealtad.

目的

本文借鉴评价理论和自我品牌一致性理论, 研究品牌自豪感的多维度情感。它概念化并验证了品牌自豪感与自我品牌一致性、品牌忠诚度和反对性品牌忠诚度的关系, 并确定了自恋作为调节器的作用。

方法

使用标准化的量表, 包括由作者开发的新的品牌自豪感量表, 从522名受访者那里收集数据。一个基于协方差的结构方程模型被用来检验概念模型。多组调节分析检验了高自恋者和低自恋者之间拟议关系的差异。

结果

结果表明, 品牌自豪感是一个多维的建构, 自我品牌一致性是其重要的前因。结果也支持品牌自豪感和行为结果之间的大部分假设关系。此外, 该研究还证实了自恋对品牌自豪感维度与品牌忠诚度和反对品牌忠诚度之间关系的调节作用。

局限性。研究样本来自一个发展中国家

印度。发展中国家和发达国家的类似队列可以提供一个独特的跨国比较。

实践意义

品牌自豪感对品牌忠诚度和反对品牌忠诚度的影响作用对实践有重大意义。在消费者中灌输品牌自豪感的营销传播将对品牌利润率产生重大影响。

价值

自我品牌一致性作为品牌自豪感的前兆的验证, 以及品牌自豪感与品牌忠诚度和反对性品牌忠诚度的关系, 对品牌理论和实践有很大的贡献。该研究还确定了自恋是品牌自豪感和忠诚度结果之间的一个调节器。

1 – 10 of 942