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The study’s objective was to ascertain the connection between secondary school students' test anxiety, academic self-concept, motivation and academic performance in mathematics. The difference between the academic performances of male and female secondary school students who exhibit high and low test anxiety, academic self-concept and motivation levels in mathematics.

Four hypotheses and four research questions were adopted. The design is a correlation. 42,299 mathematics students in senior school year two (SS2) made up the research population. A sample of 1,650 students was selected through a multi-stage sampling procedure. The main instruments used were the Mathematics Test Anxiety Questionnaire (MTAQ), Academic Self-Concept Questionnaire (ASQ) and Academic Motivation Questionnaire (AMQ) and students’ math scores. These instruments were validated by three experts and the reliability coefficients of 0.69, 0.68 and 0.68 were obtained for MTAQ, ASQ and AMQ, respectively, using Cronbach alpha. Pearson product moment correlation was used to analyze the data.

The study’s results showed a correlation between secondary school students' academic performance in mathematics and test anxiety, academic self-concept and motivation. There was a significant difference between secondary school male and female students' test anxiety; there was a significant difference between secondary school male and female students' self-concept and academic performance in mathematics, and there was a significant difference between secondary school male and female students' motivation and academic performance in mathematics.

The major contribution of this study is to investigate the connection between test anxiety, academic self-concept motivation and students’ mathematics performance. There is a difference between psychological variables, gender and mathematics performance.

Women cross-border traders face impediments in their entrepreneurial work from time-to-time. To overcome these impediments, females need to take on self-concept (self-esteem, self-confidence, social roles) mediated by self-organization (adaptability, interaction, team working) in order to thrive in cross-border trading (CBT), using evidence from Uganda. So, in this paper the authors explain the behavior of a female who succeeds in CBT with interest of scaling it up to empower more female entrepreneurs.

This study is a correlational and cross-sectional type. A questionnaire survey of 288 females was used. The data collected were analyzed through SPSS.

The results reveal that self-concept, mediated by self-organization, controlled by tenure in business and the age of a female in CBT significantly influences CBT behavior among females in Uganda.

This study focused on females who are involved in CBT in Uganda. Therefore, it is likely that the results may not be generalized to other settings. The results show that for females to succeed in CBT, self-concept and self-organization affect CBT behavior once they are controlled by tenure in business and the age of a female in CBT at more than 30 years of age and longer than 5 years.

This study provides initial evidence that self-concept, mediated by self-organization, controlled by tenure in business and age of a CBT directly affects CBT behavior, using evidence from an African developing country – Uganda.

Organizations in today's changing environment face significant challenges, requiring continual innovation. Understanding oneself from the employee's perspective is paramount, especially in organizations and businesses, transforming all levels, accommodating new work paradigms and adapting to the post-pandemic business world. The authors examine the employees' critical dimensions, self-concept and resilience through self-reported studies to ascertain the impact on their performance in the organization. Self-concept, a multidimensional knowledge structure, implies the individual's description and examination, including psychological characteristics, attributes and skills. On the other hand, resilience is adapting appropriately to adversity, challenges and stressful situations and emerging unscathed. Resilience additionally leads to profound personal growth and acceptance of reality. It also endows the individual's sense of identity over time. It provides insights into work behavior and outcomes and fosters a positive psychological perspective to improve performance. Job performance is an observable individual performance that adds value and enables organizational goal achievement. To sum job performance is an achievement-related behavior. The research study examines the relationship between employee self-concept, resilience and performance elements (task, contextual and counterproductive work behavior).

Cross-sectional data were collected from 224 employees from the retail sector to test the hypotheses among self-concept, employee performance elements and resilience. SPSS 21.0 was used, and the authors conducted reliability, correlation and regression analysis using statistical tools to analyze the mediating effect.

Self-concept and employee performance elements have significant relationships. The mediating effect of resilience on the relationship between self-concept and counterproductive work behavior and self-concept and contextual performance is significant. In contrast, resilience does not impact the relationship between self-concept and task performance.

The authors examined a framework of untested variables, namely self-concept and the different factors of performance (task, contextual and counterproductive behavior). The authors investigated the mediating effect of resilience in the model, which was not previously explored.

Drawing on social exchange theory and the expectancy–value model, this study has two objectives. First, it sought to explore the mediating role of nurses’ self-concept and affective commitment between perceived organizational support (POS) and three different targets (organization, co-workers and patients) of organizational citizenship behavior (OCB). Second, it aimed to develop a better understanding of how nurses´ self-concept and affective commitment mediate the influence of POS on OCB directed toward different targets through sequential mediation.

A cross-sectional study was conducted with 229 nurses. This sample was representative of the nursing population based on several demographic characteristics. Data analysis was performed using partial least squares analysis.

The study revealed that nurses´ self-concept plays a mediating role between POS and OCB directed toward the organization, co-workers and patients, while affective commitment has a mediating effect between POS and OCB directed toward the organization and co-workers. Finally, the indirect influence of POS on OCB through nurses´ self-concept and affective commitment was significant only at the organizational level.

This study contributes to the extant literature by identifying the mediating role of nurses´ self-concept among social exchange constructs such as POS, affective commitment and OCB directed toward different targets.

Over the years, the impact of personality attributes on work behavior has constituted a broad research domain. The manner in which employees view themselves have been regarded as significant in analyzing their work behavior and eventual employee performance from the organizational perspective. The purpose of this paper is to investigate the relationship between self-concept and performance, with resilience as a mediator and Machiavellianism as a moderating variable.

Data were collected from 271 employees from four medium-sized private sector companies in India after excluding missing data. Correlation, regression and Hayes Macro analysis were conducted to test the hypotheses.

Resilience mediates the relationship between self-concept and performance. Second, Machiavellianism moderated the relationship between self-concept and resilience and moderated the mediation effect of resilience on the relationship between self-concept and performance. The role of personality attributes has been found to profoundly impact the employee's perception of self and work performance. Resilience, which refers to the individual's ability to bounce back amidst adverse situations, is simultaneously moderated by one of the dark triad personalities, Machiavellianism.

Understanding the self-concept dimension, the dual effects of resilience and the Machiavellianism personality have gradually become immensely significant for improvising employee work performance in the organization.

This original research has examined a model of untested variables and explored the mediating effect of resilience by connecting self-concept to performance along with the moderated-mediated impact of Machiavellianism on the variables, which is a novel attempt.

With increasing managerial attention on the strategic promotion of brand-related sustainability initiatives (BSI), this study explores the psychological role of image congruence of the triad comprising brand, BSI and self-concept (brand–sustainability–self-congruence; BSSC). The study assesses the predictive effect of BSSC on consumers' brand evaluations and its variation according to the brand types and consumers' attributes. The purpose is to provide managerial suggestions as well as theoretical implications to build an effective BSI strategy from the perspective of consumer psychology.

The data from 409 respondents in Japan are assessed to discuss the relationships among BSSC based on actual/ideal self-concept (actual/ideal BSSC), brand trust, brand affect and purchase intention according to hypothetical BSI settings.

The results suggest a significant role of BSSC in consumers' brand evaluation mechanisms associated with BSI: mostly, actual BSSC affects non-luxury brand evaluation, while ideal BSSC affects luxury brand evaluation. Likewise, the effects of actual/ideal BSSC seem to vary according to consumers' income levels.

The results suggest that managers strategically consider consumer psychology of brand evaluation with actual/ideal BSSC, income levels and brand attributes such as luxury level in BSI planning. Thus, they may predict its contribution to brand equity, leading to companies' performance being compatible with environmental contribution.

This study uniquely extends the self-congruity theory and discusses the psychological brand evaluation mechanism comprising BSSC, presenting the switching role of actual/ideal self-concept according to brand types and consumers' attributes.

This paper aims to study the role of self-concept in consumer relationships with anthropomorphised conversational artificially intelligent (AI) agents. First, the authors investigate how the self-congruence between consumer self-concept and AI and the integration of the conversational AI agent into consumer self-concept might influence such relationships. Second, the authors examine whether these links with self-concept have implications for mental well-being.

This study conducted in-depth interviews with 20 consumers who regularly use popular conversational AI agents for functional or emotional tasks. Based on a thematic analysis and an ideal-type analysis, this study derived a taxonomy of consumer–AI relationships, with self-congruence and self–AI integration as the two axes.

The findings unveil four different relationships that consumers forge with their conversational AI agents, which differ in self-congruence and self–AI integration. Both dimensions are prominent in replacement and committed relationships, where consumers rely on conversational AI agents for companionship and emotional tasks such as personal growth or as a means for overcoming past traumas. These two relationships carry well-being risks in terms of changing expectations that consumers seek to fulfil in human-to-human relationships. Conversely, in the functional relationship, the conversational AI agents are viewed as an important part of one’s professional performance; however, consumers maintain a low sense of self-congruence and distinguish themselves from the agent, also because of the fear of losing their sense of uniqueness and autonomy. Consumers in aspiring relationships rely on their agents for companionship to remedy social exclusion and loneliness, but feel this is prevented because of the agents’ technical limitations.

Although this study provides insights into the dynamics of consumer relationships with conversational AI agents, it comes with limitations. The sample of this study included users of conversational AI agents such as Siri, Google Assistant and Replika. However, future studies should also investigate other agents, such as ChatGPT. Moreover, the self-related processes studied here could be compared across public and private contexts. There is also a need to examine such complex relationships with longitudinal studies. Moreover, future research should explore how consumers’ self-concept could be negatively affected if the support provided by AI is withdrawn. Finally, this study reveals that in some cases, consumers are changing their expectations related to human-to-human relationships based on their interactions with conversational AI agents.

This study enables practitioners to identify specific anthropomorphic cues that can support the development of different types of consumer–AI relationships and to consider their consequences across a range of well-being aspects.

This research equips marketing scholars with a novel understanding of the role of self-concept in the relationships that consumers forge with popular conversational AI agents and the associated well-being implications.

This research extends self-congruity theory and assesses the predictive validity of the triad personality congruence among brand, brand-related sustainability initiatives (BSI) and self-concept (BSSC: brand-sustainability-self-congruence) on consumers’ brand evaluation.

Three studies assessed BSSC using the brand personality scale (BPS) and the direct congruence measure (DCM). Through moderated mediation analyses, BSSC effects were examined on consumers’ behavioral intention, behavior and subjective well-being (SWB). The mediating role of brand trust and the moderating role of brand/BSI types and consumer characteristics were also assessed.

BSSC increased consumers’ brand trust, behavioral intention, behavior and SWB. Data based on BPS revealed impactful attributes that increase/decrease BSSC levels across brand-BSI combinations and the moderating role of sustainability involvement and income to enhance BSSC effects. BSSC was particularly effective, according to DCM.

For BSI planning, strategic consideration of BSSC based on both BPS and DCM is recommended. Thus, managers may predict the psychological impact of BSI and align its attributes to increase consumers’ brand evaluation.

In the sustainable marketing context, this research discusses BSSC – triad personality congruence – based on BPS and DCM and its predictive effects on consumers’ short-term brand evaluation, their actual behavior and SWB, a long-term life evaluation. The results imply a possible variation in consumers’ information processing according to the congruence measurement approach. Thus, it is relevant to the research on self-congruity, sustainability, marketing, consumer psychology/behavior and well-being.

This study aims to highlight the impact of altruistic-self and hunger awareness on socially responsible food consumption through the lens of self-awareness and self-congruity theories due to the great challenge of Sustainable Development Goal 2: Zero Hunger.

A survey was conducted with a sample of 812 respondents. Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) confirm each variable's structure through the measurement model and test the hypothesis to support a structural model.

The results highlight that the combination of altruistic-self and hunger awareness (AS-HA congruence) drives consumers to execute socially responsible food consumption. Meanwhile, consumers' food-saving attitude mediation translates to the attitude towards responsible and ethical use increasing socially responsible food consumption, a contextual development in the theory of congruence. Conversely, hunger awareness is not confirmed as significantly influencing socially responsible food consumption.

This research provides valuable insights for academicians and practitioners in developing food waste management strategies that can be implemented to reduce food wastage.

Food waste is a global concern and is challenging for many manufacturing, distribution and individual wastage levels. However, food wastage by consumers is one of the most critical problems which can be minimised with awareness and attitudinal changes in behaviour as a form of socially responsible consumption.

This study aims to explore how aspiring entrepreneurs navigate between their own individual self-concept and the organisational identity of the new venture during the process of new venture creation.

The study draws on three cases of aspiring entrepreneurs within a UK-based university incubator in the process of “becoming” entrepreneurs. Semi-structured interviews and secondary data were collected and analysed using a flexible pattern matching approach.

The data illustrated parallel identity and sensemaking processes occurring as the aspiring entrepreneurs navigated towards new venture formation. For the organisational identity process, three key stages were found to occur: referent identity labelling, projection and identity reification. Concurrently the sensemaking process made up of creation, interpretation and enactment were seen to enable identity transitioning mechanisms: cue identification, liminal sensegiving and recognition of formal venture boundaries, which led to the organisational identity being formed.

This study is exploratory in nature thus future research is required to clarify the relationship between identity work practices and the process of creating a new venture (Oliver and Vough, 2020). The paper is limited to successful instances of new venture formation, and though this helped to extricate the identity transitioning stages and mechanisms that have thus far remained implicit within the process of new venture creation, it could be extended to examine entrepreneurs who fail to set up new ventures. This limitation opens avenues for further research on identity formation in failed ventures (Snihur and Clarysse, 2022) and on how entrepreneurs negotiate contested identities (Varlander et al., 2020). Furthermore, entrepreneurs take different pathways to new venture formation (Shepherd et al., 2021) and while this study follows the journey of aspiring entrepreneurs who differed in terms of sector, education and prior entrepreneurial experience (Shane, 2003), future researchers could undertake a more in-depth ethnographic study including the effects of incubator setting and how these can be best supported, as this was outside the original remit of this study. Given the importance of the university incubator (Bergman and McMullen, 2022), its role in the construction of new venture identity is an interesting area for future research.

This study provides a practical contribution into entrepreneurship curricula and incubator training, emphasising the importance of understanding the relevance of the entrepreneur's self-concept in making sense of future venture identities. Through the findings of this study, the importance of cue identification and how aspiring entrepreneurs rely on these to carve out the identity of their budding venture is demonstrated. Incubator spaces may have a role to play in supporting aspiring entrepreneurs to reflect on and interpret feedback (liminal sensegiving) during the venture creation process. Furthermore, both educators and incubator managers need to be aware of the state of in-between-ness aspiring entrepreneurs will face as they carve out the identity of the budding venture. This study enables educators to advise aspiring entrepreneurs that there will come a point on the entrepreneurial journey when they need to emphasise boundary setting between self and organisation to enable organisational identity to be fostered and venture formation realised. This study advises incubator managers to consider whether support around business registrations and creation of business accounts should be provided earlier in the incubation programme to emphasise boundary setting between self and organisation. There is a fruitful avenue for future research to extend the work in this paper to fully understand how this might be taught and practiced in the classrooms.

By extricating the stages of organisational identity formation, often hidden within the new venture creation process, this study has framed new venture creation as a liminal experience and a visible site of identity work. This study presents a process model of the key identity transitioning stages and mechanisms in new ventures, by illustrating how aspiring entrepreneurs' sensemaking influences identity transitions during the process of venture creation.