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The purpose of this paper was to attempt to understand the effects of gender, masculinity-femininity and social support from three sources (supervisor, co-worker and family) on the quality of work life (QWL) of an employee. In addition, the paper tried to explore the moderating effects of gender and social support in the relationship between masculinity-femininity and QWL. Relevant background variables such as age, marital status, parental status and sector have been included as control variables in the study.

Data were collected from a sample of 307 bank employees in India (208 males and 99 females) working in private and public sector banks using the purposive sampling technique. Prior permission was obtained from the relevant authorities. To test the hypotheses, t-tests and hierarchical regression analyses were performed. In addition, the Baron and Kenny (1986) approach was used to test the moderating effects of gender and social support in the relationship between masculinity-femininity and QWL.

Masculinity-femininity was not found to be significant predictor of QWL, while gender emerged as a significant predictor of QWL. Also, gender moderated the relationship between masculinity-femininity and QWL. All three sources of social support significantly predicted QWL. Results of t-test showed that female employees experienced better QWL than male employees. Furthermore, supervisory category employees and parent employees reported significantly better QWL than non-supervisory and non-parent employees.

The key implication for organisations is that employees with both masculine and feminine tendencies are required to strike a balance between goal orientation and people orientation within the company. Also, employees should understand that their gender as well as their individual orientations towards masculinity or femininity will affect the dynamics of any interaction. Hence, being aware of the tendencies that are typical of their gender role orientations both while dealing with themselves as well as while dealing with customers, colleagues or supervisors would help in improving the quality of their work, as well as their QWL, especially in customer service professions.

This is one of the few studies that have tried to answer the “why” part of gender differences in QWL. In addition, this study contributes to an understanding of the relative importance of different sources of social support in improving an employee's QWL. Finally, this is the first study to understand the relationship between masculinity-femininity, social support, gender and QWL in the Indian context, where the overall cultural orientation towards gender roles is currently changing.

This research aims to examine the impact of brand design elements (logo shape, brand name, type font and color) on brand masculinity and femininity perceptions, consumer preferences and brand equity.

This research empirically tests the relation between brand design elements, brand masculinity and femininity and brand preferences/equity in four studies involving fictitious and real brands.

Brand design elements consistently influenced brand masculinity and femininity perceptions. These, in turn, significantly related to consumer preferences and brand equity. Brand masculinity and femininity perceptions successfully predicted brand equity above and beyond other brand personality dimensions.

Although this research used a wide range of brand design elements, the interactive effects of various design elements warrant further research.

This research demonstrates how markers of masculinity and femininity that are discussed in the evolutionary psychology literature can be applied to the brand design of new and existing brands.

This research considers the impact of multiple brand design elements (logo shape, brand name, type font and color) and involves a wide range of brands and product categories.

This study examines how cultural dimensions' influence management style and organizational culture in a multicultural environment.

This study adopts a quantitative approach to achieve these objectives, with 270 questionnaires obtained from employees working in a multicultural environment. The resulting data was analyzed using the PLS-SEM statistical approach.

The study results suggest that organizations should prioritize their integrity using the influence of cultural diversity, management styles, organization culture and social interactivity to achieve different dimensions of human satisfaction.

The results in general present a statistically significant positive effect of power distance, masculinity/femininity and uncertainty avoidance on organizational culture, indicating that disposition to organizational culture has a significant role in trust development, particularly in diverse cultures.

The influence of organizational culture on organizational performance cannot be ignored in a multicultural workplace, especially when it is related to employee performance and commitment. As the world globalizes, many organizations are facing the challenge of cultural differences. Therefore, it is necessary to examine how cultural dimensions affect management style and organizational culture. As a result, this study further considers the empirical evidence of work engagement and its impact on employee satisfaction.

In mobile banking (m-banking), knowing and understanding trust-related factors can enable bank managers to design suitable strategies for enhancing its overall uptake. Based on this premise, the present study assesses the relationship of trust in m-banking with technology acceptance and use factors, quality factors, risk factors and a personal factor as well as behavioral outcomes. The study further investigates the moderating influence of Hofstede’s cultural dimensions on these relationships.

The present study synthesizes the outcomes of 63 quantitative studies on trust in m-banking by using the meta-analysis technique.

The study finds a significant relationship of trust in m-banking with technology acceptance and use factors, quality factors, risk factors, a personal factor and behavioral outcomes. Additionally, Hofstede’s cultural dimensions, namely power distance, individualism/collectivism, masculinity/femininity and uncertainty avoidance, significantly moderate the majority of the hypothesized relationships.

By reviewing the extant literature, this study provides a comprehensive framework that explains the antecedents and behavioral outcomes of trust in m-banking and determines how these relationships effectively vary across cultures.

The study helps m-banking service providers to understand how trust in m-banking can be enhanced. The study also shows which factors are more impactful in a particular culture.

This is an original study that contributes to the m-banking marketing literature.

This study analyses interviews with Spanish students and American and British faculty in an MBA program in Spain. Predictions about cultural differences were derived from Hofstede's (1980a) study of cultural values. Cultural differences were expected primarily on dimensions of uncertainty avoidance and masculinity‐femininity. Different processes of acculturation were expected for students and for faculty, and the language of instruction (English) was expected to place an additional burden on students. Interviews showed the utility of Hofstede's concepts for understanding classroom interaction, especially pertaining to aspects of the masculinity‐femininity dimension and to the role of language. Relatively few differences were associated with the dimension of uncertainly avoidance. Also, acculturation appeared to proceed only through the early stages of cultural adaptation for students and for faculty. The discussion leads to recommendations for both longitudinal and comparative studies for understanding the role of culture in education.

The purpose of this paper is to examine the reliability and validity of Hofstede's cultural framework when applied at the individual consumer level.

MBA students and faculty in the behavioral sciences were asked to review Hofstede's cultural instrument and to indicate which dimension (power distance, individualism/collectivism, uncertainty avoidance, masculinity/femininity) each particular item was intended to reflect. Subjects were also asked to respond to each item, thus indicating their underlying values. The reliability of each dimension was computed, and the data were factor analyzed to determine whether the various items loaded in a manner that is consistent with Hofstede's framework, thus providing evidence as to discriminant and convergent validity.

This study presents evidence that Hofstede's cultural instrument lacks sufficient construct validity when applied at an individual level of analysis. Overall, a majority of the items were lacking in face validity, the reliabilities of the four dimensions were low, and the factor analyses did not result in a coherent structure.

It is hoped that these findings will eventually lead to a reliable and valid measure that captures the richness of the various cultural dimensions and can be deployed at the individual and sub‐group levels of analysis. Such a measure would be valuable for market segmentation, and for understanding why consumers from diverse regions and cultures react differently to various marketing tactics.

Given the diversity of the world marketplace, it is essential that marketers have a robust measure of culture so that our understanding of consumer behavior can keep pace with a rapidly changing environment.

The authors’ research examines the impact of cross-cultural difference in dialectical thinking on consumers' responses to androgynous brands and its implication for brand equity. Their research also aims to see how consumers take both feminine and masculine attributes into consideration to form their judgments of androgynous brand equity and whether this process is moderated by brand positioning.

The authors did two experiments with 400 Chinese consumers (high in dialectical thinking) and 528 British consumers (low in dialectical thinking) to test our framework.

The authors’ experimental results suggest an androgynous brand has higher brand equity in China than in the UK. Furthermore, Chinese consumers rate higher feminine/masculine attributes of masculine/feminine brands. In addition, an androgynous brand's equity is mainly driven by its less dominant attributes. Finally, their results suggest that brand positioning moderates the mediating role of less dominant attributes, more evident when brand positioning matches (vs mismatches) an androgynous brand's more dominant attributes.

By focusing on cross-cultural differences in dialectical thinking, the authors’ research offers a novel approach to reconcile existing inconclusive results on androgynous brand equity. Second, to their best knowledge, their research is the first to examine how feminine and masculine attributes jointly decide androgynous brand equity. Finally, by focusing on brand positioning, their research highlights the importance of an androgynous brand's less dominant attributes in driving its brand equity and provides a tool international marketing managers can use to strengthen such influence.

This paper investigates why and when messages regarding unsustainable luxury products lead to negative word-of-mouth (NWOM) through a focus on the role of guilt, need to warn others and consumers' cultural orientation.

Three experiments test whether messages describing unsustainable versus sustainable luxury manufacturing processes elicit guilt and a need to warn others and whether and how the need to warn others affects consumers' NWOM depending on their cultural orientation.

Consumers experience guilt in response to messages emphasizing the unsustainable (vs sustainable) nature of luxury products. In turn, guilt triggers a need to warn other consumers, which leads to NWOM about the luxury company. Furthermore, the results suggest that two dimensions of Hofstede's model of national culture – namely individualism/collectivism and masculinity/femininity – moderate the effect of the need to warn others on NWOM.

Luxury managers should design appropriate strategies to cope with consumers' different reactions to information regarding luxury brands' unsustainability. Managers should be aware that the risk of NWOM diffusion may be higher in countries characterized by a collectivistic and feminine orientation rather than an individualistic and masculine orientation.

Consumer reaction to unsustainable luxury, especially across different cultural groups, is a neglected area of investigation. This work contributes to this novel area of research by investigating NWOM stemming from unsustainable luxury manufacturing practices in different cultural contexts.

Underpinned by the information processing theory, this study aims to investigate the relationship between functional diversity and team innovation by examining the moderating role of some selected cultural dimensions (power distance, uncertainty avoidance and masculinity-femininity) in the relationship between functional diversity and innovation.

A quantitative research method was used using a structured questionnaire as a tool to collect data from 251 respondents drawn from research institutions in Ghana. Data was analysed using simple regression and hierarchical multiple regression. In addition, a structural equation model was used to conduct confirmatory factor analyses to examine whether the variables in the hypothesized model for the study captured distinct constructs that the variables were designed to measure.

The study revealed that functional diversity was positively related to team innovation. The study also found that functionally diverse groups are more innovative when they exhibit low uncertainty avoidance, femininity and low power distance.

These findings suggest that practices such as team communication, honesty, respect and trust would foster team unity and commitment, which would enable members to share diverse expertise towards the creation and execution of new ideas and improvement of productivity in the country.

The study examined the relationship between functional diversity and team innovation by examining the moderating role of some selected cultural dimensions (power distance, uncertainty avoidance and masculinity-femininity) in the relationship between functional diversity and innovation.

The use of electronic money (eMoney) as a noncash payment method is gaining popularity globally. However, the usages of eMoney are culturally influenced and can vary within a country. These cultural disparities can result in divergent patterns of eMoney adoption and use. This study aims to investigate the factors influencing the adoption and use of eMoney in Indonesia. This study integrated the unified theory of acceptance and use of technology model with Hofstede’s cultural dimensions to develop a framework examining both technological and cultural perspectives.

Data was collected through an online survey of 484 Indonesians and analyzed using partial least squares structural equation modeling.

The results showed that the constructs of the unified theory of acceptance and use of technology model, namely, performance expectancy, effort expectancy, social influence and facilitating conditions, all had a significant impact on behavioral intention to adopt eMoney as well as actual usage. However, not all of Hofstede’s cultural dimensions moderated these relationships as hypothesized. Surprisingly, masculinity/femininity and power distance emerged as important moderators of eMoney usage.

This integrated model provides valuable insights into how to consider cultural influences when designing strategies to promote new payment technologies in Indonesia. The findings point to both technological and cultural factors shaping patterns of adoption and use of eMoney in the country.

Although many research has looked at how culture affects the acceptability of technology in banking, few studies have looked at how culture affects the use of mobile money. This study offers a valuable contribution by investigating how Indonesian culture moderates the relationship between behavioral intentions and actual use of eMoney. The findings provide guidance for practitioners seeking to facilitate eMoney services in developing markets by elucidating the cultural factors that most influence customer adoption. As such, this research fills an important gap regarding the understudied domain of mobile money and its intersection with national culture.