This study investigated the effect of brand personality on brand asset management by using the concept of consumers' identification with a brand. The focus was on one important type of high‐technology product, the cellular phone. The authors develop a conceptual framework to explain the effect of brand identification on brand loyalty. The important variables of this framework include the attractiveness of the brand personality, the distinctiveness of the brand personality, the self‐expressive value of the brand personality, positive word‐of‐mouth reports of the brand, and brand loyalty. The empirical results indicated that there are positive relationships between attractiveness, distinctiveness, and self‐expressive value of brand personality. These relationships had a statistically significant effect on consumers' identification with a brand. Furthermore, brand identification had a direct effect on word‐of‐mouth reports and an indirect effect on brand loyalty. The theoretical and managerial implications of the empirical results are presented, and suggestions are made regarding both the limitations of the present study and future directions for research.
This study examines the relationships among distributive justice, procedural justice, and employee willingness to engage in customer‐oriented behavior. Data collected from 328 employees at eight general hospitals in Korea show that distributive justice does and procedural justice does not directly affect employee willingness to engage in customer‐oriented behavior. Procedural justice does, however, positively affect perceptions of distributive justice.
Leadership and power are often used to influence people’s behavior. However, little is known about the degree and directional relationship between these two constructs and gender. Equally unknown is the degree of impact that culture and gender together may have on such a relationship. This paper attempts to establish an empirical relationship between these two constructs and culture along with gender. Baba and Ace’s modified instruments on leadership and Hinkin and Schriesheim’s instrument on five sources of power were used in surveying 486 students from four business schools in Korea and the USA to derive functional relationships between leadership and power. Results suggest there is a statistically significant relationship between power and leadership and that gender has an impact on that relationship. However, this study does not support the contention that gender plays an important role in cross‐cultural environments; instead, it plays an important role only when considered within a specific culture.
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