In a pandemic, there are no egalitarians because all citizens cannot treat equally, and a failure to consider ethical concerns before taking action led to a massive and preventable loss of life. As a result of the pandemic, there is a strong ethical or moral imperative to consider how to help the most generous people usage healthy products. Utilitarianism and Kantian have become popular ethical theories that state the right actions that layout clear and actionable principles. This paper reviews (1) how Utilitarianism and Kantianism theories could produce benefit arguments on ethical purchases of cosmetic products from an advertising context, (2) how these theories contributed in the context of COVID-19 to help reduce any harmful health issues via advertising, and (3) Utilitarianism and Kantian theories have proven useful during the COVID-19 pandemic, according to case studies of cosmetics products and advertising in Western and Asian contexts. In addition to these two ethical theories, this paper discussed other issues. The purpose is not to argue which theory is the only relevant ethical theory but to contend with pure utilitarianism. Kantian's finding was similar to the topic argument in other ways. However, both theories reviewed as the most effective way to help societies identify and perceive the necessary costs of goods values. Before adopting utilitarian or Kantian theories, the community must clearly understand these two theories' merit values in product advertising. In such a crisis, ethical theories practices should implement in all areas because ethical challenges would determine whether or not advertisers around the world adhered to ethical standards in devising new and innovative marketing strategies, practices, or tactics for the transition to this new norm.
This study examined the mediating effect of organizational climate on the relationship between emotional intelligence and leader-member exchange on organizational citizenship behavior within the context of Malaysian banking industry. The study began by assessing the links that exist between emotional intelligence, leader-member exchange, and organizational citizenship behavior in terms of conceptual theory, context and measurement. The context selected for this study refers to the commercial banking industry of Malaysia. The reason for selecting this particular industry is because it involves the quality effort of developing leader-member exchange relationship among workers. By looking into the employees' citizenship behavior, the outcome of this study can be used to improve job commitments and work climate of employees. A successful organizational climate has to consider the leader-member exchange approach so as to increase employees' commitment, their mental ability, and employees' citizenship behavior. In meeting the research objectives, both survey and systematic analysis methods were employed. The relationships between the variables were examined using IBM Statistical Package for Social Sciences (SPSS) software Version 24, whereas the mediation analysis was determined using SMART PLS-3. This study gathered 384 usable data via survey. The study findings revealed that emotional intelligence and leader-member exchange had a positive relationship on organizational citizenship behavior, while the hypotheses are positively supported, directly and indirectly (the impression of partial mediation) with all 12 hypotheses revealing positive and high test for all constructs with significant levels. The study outcomes pave the path for future researchers to further analyze the recommended variables, especially when organization functions and performances are closely associated to evaluating employee's emotional intelligence, employee's exchange relationships and employee's commitment toward organizational citizenship behavior.
Background and Objectives: The purpose of this study is to review the resource-based view theory on service quality that contribute to and expand internal resources and services of high quality. Several empirical studies have examined how to apply resource-based view theory to exploiting opportunities in higher education. With the help of this resource-based view theory, urban higher education can apply how to obtain and mobilize additional resources or use existing resources more efficiently and effectively to increase the productivity of existing resources to improve the quality of education services. Perhaps providing high-quality service based views are hampered by a lack of resources for urban education institutions and new ventures, and for them to survive, the resource constraints should address effectively. The issue in this paper is how the RBV theory or concept is to be studied in urban higher education so that researchers and organizations can benefit from this perspective. Methodology: The RBV framework was used to delimit the review so that the research method used in this paper is an empirical approach through a study of journals and supporting journals related to the topic under study. This paper evaluated and reviewed several empirical studies in terms of methodology and strategy that used to apply and implement the resourcebased view theory to improve the service based view quality of students' retention. Many articles indicated quantitative methods as the method strategy, but restrictions showed qualitative and mixed methods that should be concerned in future research. Findings: This article's literature search aimed at obtaining a usable sample of recently published papers to provide a sense of the conceptual gaps, knowledge gaps, methodological gaps and problem gaps in several resource-based (RBV) industries, but lesser are using in education. The dynamics and heterogeneity in this field of science encourage university researchers to develop and strengthen RBV theory. With this development, the concepts and theories of management are expected to be useful for academics. Recommendation & Limitation: On the critical reviews above, specific recommendations may in future serve as the key to enriching resource-based views. In this article, mixed and qualitative methods should be used to obtain accurate results. Additional attention should be paid to future research into higher education institutional resources, and integrate tangible and intangible resources into organizational capacity. Conclusion & Contribution: Resource-based view theory appears to have the capability to leverage resources and create more opportunities with fewer funds when applied to urban systems. One of the biggest contributions of this article is the direct strategy of scholars towards empirical studies and finding of resources as an essential antecedent to service quality and end to educational performance.
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