This study proposed five novel constructsgreen satisfaction, green affect, green trust, green brand loyalty, and green brand equityand explored the positive relationships between these constructs. Electronics products in South Korea were the focus of this research. This empirical study was carried out by the one-to-one interview method using a structured questionnaire. The results showed that green brand satisfaction has a positive effect on green trust, affect, and loyalty. In addition, the results revealed that green brand, trust, and affect have a significantly positive influence on green brand loyalty. Furthermore, we found that green brand loyalty has a strongly positive influence on green brand equity. This study suggests that in addition to the perceived green trust arising from eco-friendly attributes, green affect characterized by positive emotional consumption plays an important role in building green loyalty and green brand equity for sustainable development.

Abstract:In spite of the increasing importance of corporate social responsibility (CSR) and employee job performance, little is still known about the links between the socially responsible actions of organizations and the job performance of their members. In order to explain how employees' perceptions of CSR influence their job performance, this study first examines the relationships between perceived CSR, organizational identification, job satisfaction, and job performance, and then develops a sequential mediation model by fully integrating these links. The results of structural equation modeling analyses conducted for 250 employees at hotels in South Korea offered strong support for the proposed model. We found that perceived CSR was indirectly and positively associated with job performance sequentially mediated first through organizational identification and then job satisfaction. This study theoretically contributes to the CSR literature by revealing the sequential mechanism through which employees' perceptions of CSR affect their job performance, and offers practical implications by stressing the importance of employees' perceptions of CSR. Limitations of this study and future research directions are discussed.

Purpose – The purpose of this paper is to enhance the understanding of customer-brand relationships in the international marketplace, and empirically investigates and compares the customer-brand relationship development process between Indian and Chinese markets. In detail, four out of Hofstede’s original five national culture dimensions were adopted as moderators in the process of customer-brand relationship development between two markets. Design/methodology/approach – To test hypotheses, responses from 539 Indian and 400 Chinese mobile phone consumer samples were achieved, and the proposed model was estimated by using structural equations based on the partial least squares algorithm. Findings – The results demonstrate that utilitarian value and brand affect play a significant role in building brand loyalty for Chinese consumers, while hedonic value and perceived risk contribute more in building brand loyalty for Indian consumers. Research limitations/implications – This study indicated that the cultural difference affects both on brand trust formation and on the relationship between brand trust/affect and brand loyalty, implying that more customized brand management strategies should be adopted. Practical implications – Global brand values must be communicated for each culture appropriately. It is desirable that the identified match, utilitarian value-Chinese customers and hedonic value-Indian customers, be consistently presented to each cultural market in a more integrative manner. Originality/value – This study identified that the route from the development of value proposition to building up brand trust and brand affect is a critical step toward achieving brand loyalty in Indian and Chinese markets.

Abstract:The purpose of this study is to identify how the degree to which employees perceive that their organization is socially responsible influences their counterproductive behaviors at work. We developed a research model capturing the relationships between perceived corporate social responsibility (CSR), affective organizational commitment (AOC), and organization-, colleague-, and customer-directed counterproductive work behaviors (CWBs). Drawing on social identity and social bonding theories, we hypothesized that employees' perceptions of CSR would enhance their levels of AOC and thereby hinder the three types of CWBs. Survey data from 252 frontline employees of six luxury hotels in South Korea were examined. We found that perceived CSR is indirectly and negatively related to the three types of CWBs through AOC. We discussed the theoretical contributions and practical implications of this study.

The importance of work engagement and the lack of engaged employees have led researchers to focus on how to enhance employees’ levels of engagement in the workplace. Although job crafting as a principal driver of work engagement has recently received much attention from academics, little is known about the processes and conditions in which employees who craft their tasks become engaged. In order to address these research gaps, we hypothesize that psychological capital (PsyCap) is likely to mediate the association between job crafting and work engagement, and that coworker support, rather than supervisor support, is likely to moderate the relationship between job crafting and PsyCap. Further, we integrated these hypotheses and tested the moderated mediation effect. Using survey data from 175 flight attendants in South Korea, we found the results to be in line with our expectations. The findings of this empirical research contribute to the understanding of how and when job crafters become engaged at work.

This study investigated the extent to which the perceived usefulness, perceived ease of use, perceived enjoyment and social influence of smartphones affected word of mouth, as well as the moderating role of customer socio-demographic characteristics. Data were collected through a cross-sectional survey of 481 South Korean smartphone consumers. The results indicated that perceived usefulness, perceived ease of use and social influence affected word of mouth. Moreover, hierarchical regression analyses confirmed that the effect of perceived enjoyment on word of mouth was moderated by customer gender, age and education. Finally, the relationship between perceived ease of use and word of mouth was moderated by gender. These results suggest the need to design targeted smartphone marketing strategies that consider users' gender, age and education.

Purpose – The purpose of this paper is to examine the validity of the already suggested positive relationship between marketing alliance orientation and market performance in a service context, and to investigate the mediating role of alliance marketing program creativity (AMPC) in the relationship in detail. Design/methodology/approach – To empirically test the hypotheses, a mail survey was conducted among firms with experience of service alliances in South Korea. A 725 research sample was selected (128 responded) from a database compiled by the Korea Investors Service-Financial Analysis System which provides comprehensive corporate and financial information on firms listed on the Korea Stock Exchange. partial least squares analysis was performed to test the hypotheses. Findings – Alliance orientation positively associated with market performance (H1), alliance orientation had a significantly positive effect on alliance marketing program meaningfulness and novelty (H2), and in turn, alliance marketing program meaningfulness and novelty had a significantly positive effect on market performance (H3). In terms of the determination of mediation type, full, or partial, the authors confirmed that the relationship between alliance orientation and market performance was fully mediated by AMPC (novelty and meaningfulness), by finding that the significantly reduced direct effect from alliance orientation to market performance in the mediation model. Research limitations/implications – Alliance marketing program meaningfulness and novelty perform the role of full mediators, implying that the meaningfulness, and novelty of AMPC are absolutely indispensable conditions in order for alliance orientation to lead market performance. Moreover, different from the previous studies, the research suggests that alliance marketing program meaningfulness and novelty are equally important antecedents of market performance. Originality/value – The positive relationship between alliance orientation and market performance in the service context was empirically tested, and the full mediating role of AMPC was confirmed. The importance of AMPC in the service context is highlighted.

Despite the large body of research on workplace mistreatment, surprisingly few studies have examined the interaction effect of multiple interpersonal stressors on employee outcomes. To fill this gap, our research aimed to test the moderating effects of coworker incivility and customer incivility on the relationship between abusive supervision, emotional exhaustion, and job performance. Analyses conducted on 651 South Korean frontline service employees revealed that abusive supervision exerted a significant indirect effect on job performance through emotional exhaustion. Customer incivility strengthened the positive relationship between abusive supervision and emotional exhaustion, as well as the indirect effect of abusive supervision on job performance through emotional exhaustion. Our post hoc analysis demonstrated a three-way interaction between abusive supervision, coworker incivility, and customer incivility; the relationship between abusive supervision and emotional exhaustion was significantly positive only when coworker incivility was high and customer incivility was low. We discuss the implications of our findings for theory and practice.