PurposeThe concept of employee-based brand equity (EBBE) has been the center of scholars' attention in the field of marketing and brand management. The brand is one of the most valuable intangible assets of any organization. This research is a novel step in examining the brand-specific transactional leadership role in implementing the new approach of brand-building behaviors (BBBs) and EBBE.Design/methodology/approachThe statistical population of the current study is employees of five major insurance companies in Semnan city of Iran. Using the classified random sampling method, 136 employees of these insurance firms were chosen. Likert-based questionnaires were used to collect data. Structural equation modeling (SEM) was used to analyze research data.FindingsFindings show that brand-specific transactional leadership affects participation and retention positively and significantly. Also, the variables of participation, in-role brand-building behavior (IRBBB) and retention, have a positive and significant effect on the EBBE. However, no significant relationship has been found between brand-specific transactional leadership and the IRBBB.Research limitations/implicationsThe study was bound by access to firms and managers' availability. On the other hand, this research is a cross-sectional study, and its data have been collected in a certain period of time, while longitudinal research can provide a richer result. Future research can benefit from the impact of brand-specific transactional leadership and brand evangelism.Practical implicationsWhen selecting brand leaders, manager training programs need to evaluate whether a candidate has brand-specific transactional leadership traits that will enhance the successful internalization of brand values and improve EBBE.Originality/valueBrand-specific transactional leadership increases employee responsibility and a greater desire to engage in citizenship behaviors. In addition, using partnerships to influence customer supportive behaviors creates a good image of the company and its services in the minds of customers. Also, this research is a novel step in examining the brand-specific transactional leadership role in implementing the new approach of BBBs and EBBE.

PurposeTelecommuting can reduce traffic congestion, energy consumption, prevalence and a death toll of COVID-19 among employees due to less transportation and fewer physical contacts among employees, on the one hand, and efficiently develop their use of information and communications technology, on the other hand. In this regard, the present study aims to explore antecedents and consequences of telecommuting in public organizations.Design/methodology/approachThe study used a descriptive survey method to collect data. The statistical population includes all employees of government organizations in West Azerbaijan province in 2020, which according to the collected information, their number is equal to 63,079 employees. Based on Cochran's formula, a sample size of 686 people was obtained; stratified random sampling was used to select sampling. The process of calculating the sample volume was such that after referring to the preliminary sample and processing the collected data, the variance of the given answers was approximately 0.446. After obtaining the variance of the data, assuming a maximum acceptable error of 5% and a significance level of 0.05, the Cochran's formula calculated the sample size to be 686 people. In order to collect and measure data for the study, a standard questionnaire and the collected data were analyzed using structural equation modeling.FindingsFindings indicate that there is no meaningful relationship between the employees' physical job conditions or the quality of their life with telecommuting and that telecommuting does not have a significant effect on their life. However, job burnout, training and telecommuting experience have a significant positive effect on telecommuting, which in turn has a positive and significant effect on job security, job flexibility, organizational performance and overall productivity of employees.Research limitations/implicationsThis research is a cross-sectional study, and its data have been collected in a certain period of time, while longitudinal research can provide a richer result. Future research can benefit from the impact of employee isolation and telecommuter organizational commitment.Originality/valueThis study hopes to contribute to the increase of the scientific knowledge in the telecommuting field and to allow organizations to rethink the telecommuting strategies to optimize resources and costs and to improve the organization's productivity without harming the quality of life and well-being of their workers.

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With the expansion of different brands in similar classes of products and the close competition of brand owners in attracting and retaining more customers, the production of ethical brands that are subject to ethical principles in all stages of the process of supply, production, presentation, and sale of products has become one of the most important factors in creating superiority and brand differentiation in expanding customer communication and interaction with the brand. Given the importance of the role of brand ethical value in establishing effective customer relationships with the brand, this study aimed at investigating the predictions and consequences of consumer hope for the brand of Hydroderm with the role of brand charisma. The present study used a survey method to collect data and a correlation method to analyze the data. The statistical population of the study included 327 consumers of Hydroderm cosmetics brands; they were selected using the available sampling method. Information was collected using a Likert-point questionnaire, and data analysis was performed by structural equation modelling. The findings showed that the perceived ethical value of the brand on the obsessive brand passion and harmonious brand passion on consumer hope for the brand had a positive and significant effect. Moreover, obsessive brand passion did not have a significant effect on consumer hope for the brand. In addition, brand charisma mediated the effect of the perceived ethical value of the brand on the harmonious brand passion and obsessive brand passion. Finally, a positive and significant effect was found between consumer hope for brand and brand-customer interaction. Implications for Central European audience: Since most Central European countries seek to use the social media space to introduce and sell their brands to all parts of the world, including Asian countries, identifying and understanding how the perceived ethical value of the brand affects consumers interaction of with the brand can be a good practical guide to improve their activities with Asian countries that are subject to Islamic and ethical values. The recommendations obtained from the results show that the behavioural, personality, operational values of the brand as well as its responsibility can increase

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