Corporate brand strategy: Drivers and outcomes of hotel industry’s brand orientation

The MNC resellers are vastly competitive and capital-intensive. Based on the corporate brand orientation, the objective is to investigate how the individual dimensions of hotel industry’s brand orientation can improve a corporate experience and subsequently create superior hotel performance and retailer preferences. A model of the integration of the hotel industry’s brand orientation was tested in a survey conducted among MNC resellers from hospitality industry. Structural equation modelling was applied to gain insight into the various influences and relationships. The research makes two main contributions. It makes a theoretical contribution by classifying the integration of the hotel industry’s brand orientation for hospitality industry and from this extrapolate key suggestions for further study. The continuous evolution and economic influence of the hospitality industry require the application of innovative marketing practices.     

Personality in context: effective traits for expatriate managers at different levels

The purpose of this article is to assess how management level as a contextual factor interacts with personal characteristics in predicting expatriate performance. In particular, we focused on proactive personality (the individual’s disposition to change the organizational environment) and self-control (the individual’s disposition to change oneself to fit the organizational environment). Surveying 307 business expatriate managers in China, we hypothesized that in relation to work outcomes, the effect of proactive personality would be stronger for CEOs while the effect of self-control would be stronger for non-CEOs. We found both proactive personality and self-control to have favorable effects on our performance indicators: job performance, effectiveness, and time to proficiency. In line with our prediction, we also found the effect of proactive personality on job performance to be stronger for CEO expatriates while the effect of self-control on performance was stronger for non-CEO expatriate managers.     

人格对风险决策框架效应的影响

文中在风险决策的基础上,引入人格变量,在不同的风险决策情境下探讨人格因素对风险决策框架效应的影响。结果表明：风险决策情境对框架效应是否出现影响显著;人格中的外倾内倾,感觉直觉,和思考情感维度容易产生框架效应,但框架效应能否产生还与决策情境有着密切的关系。     

Attracting potential blood donors: The role of personality and social marketing

Globally, society has been facing several and growing health problems, which increased the importance of efforts towards social change. In this context, using social marketing to create and implement programs that foster behavioural change has increased in the public health community. One of the health problems that society has been facing is the unceasing need for blood products, so the subject of blood donation became an important research topic in the area of social marketing, as social marketing strategies can contribute to solving this problem. It is essential to understand the factors that motivate individuals to donate blood, to enhance the recruitment and retention of blood donors. Our study aims at evaluating the key personality factors that influence blood donation behaviour to reach a higher understanding of what concerns this global issue. The method used to analyse the data is ANOVA. We conclude that the Personality of potential donors is significantly different from the non-donors' regarding Openness to Experience and Agreeableness. These results suggest that potential donors might perceive blood donation, as well as the associated barriers, differently from non-donors. Based on our findings, we suggest some perspectives for future research in this area.     

Hubristic Start-up Founders – The Neglected Bright and Inevitable Dark Manifestations of Hubristic Leadership in New Venture Creation Processes

The hubris tradition of research has been criticized for limiting its scope by associating hubris predominantly with detrimental leadership behaviours. To counteract this bias, we provide a more nuanced exploration of hubris and consider both beneficial and detrimental manifestations of hubris in start-up founders’ leadership behaviours. Our analysis, based on qualitative data from expert interviews and two case studies, indicates that, whilst hubristic start-up founders are likely to fail overall, they also excel in creating and communicating visionary scenarios, steering employees through critical situations, and extracting commitment from third parties. These under-researched ‘bright’ manifestations of hubris allow start-up founders to lead their venture towards a stage, in which their visionary power and resilience become crucial prerequisites for economic progress. Our findings extend knowledge on hubristic leadership, offer new directions for the hubris tradition of research, and open up avenues for future research with a more balanced view of hubris.     

Preference for a career in retailing: a question of personality

Drawing on previous findings from the field of brand personality research and employer branding, this paper aims to explore the symbolic attributes of the retail industry image in South Africa and to identify those personality traits that distinguish preferred industries from the retail industry. The research provides a contemporary overview of the current image of the retail industry in South Africa from the perspective of young university students and allows retailers to strengthen their joint communication effort accordingly. Therefore, a quantitative survey study with 1426 participants from five South African universities was conducted. Participants assessed personality characteristics of the retail industry as well as their most preferred industry. The main results suggest that retail and non-retail students hold different personality perceptions of the retail industry and that prior retail involvement accounts for this difference to some extent. Moreover, the analysis shows that retailing performs significantly worse on those personality attributes that are of major importance for future job seekers. Additionally, the study identifies those attributes that exert a strong effect on students’ preferences for the retail industry. The findings provide useful communication themes for educational institutions, retail companies, and industry associations in order to foster positive personality perceptions associated with the retail industry.     

Making an exciting brand big: Brand personality,logo size and brand evaluation

This research examines how brand personality (excitement) and logo size used in product design (big versus small) interacts in affecting consumer brand evaluation. We first demonstrate that combining a big logo and a high-excitement brand (versus a small logo combined with a high-excitement brand) leads to high processing fluency, further resulting in more favourable brand evaluation (Study 1). We then determine the consumption situation as a moderator of such an interaction effect: the influence of the big logo and high-excitement-brand combination on brand evaluation is significantly weakened in a private consumption situation (a T-shirt worn at home) compared to a public consumption situation (a T-shirt worn outside, Study 2a), and becomes insignificant for a private product category (slippers, Study 2b).     

体育教育发展的新趋势——发展和完善学生的个性

坚持"健康第一"的指导思想,激发和培养学生的运动兴趣,重视学生的主体地位,关注学生的个体差异和不同需求,重视学生个性的发展,是新课程《体育与健康》的基本理念。本文通过在体育教学改革中,教师有意识地激发学生的兴趣;培养学生的能力,满足学生个体差异和不同需求,达到发展学生个性的目的。     

前摄型人格、工作形塑与员工创新绩效 ——基于冗余资源的调节作用

基于人格特质和资源基础理论,构建了一个以冗余资源为调节变量,工作形塑为中介变量的前摄型人格影响员工创新绩效的被调节的中介模型。以银行员工为调研样本,运用层次线性回归方法进行统计分析。研究结果显示：前摄型人格和工作形塑均显著正向的影响员工创新绩效,工作形塑在前摄型人格对员工创新绩效影响关系中起部分中介作用;冗余资源对前摄型人格与形塑之间关系起正向调节作用,而在前摄型人格与形塑之间关系的调节作用是非线性,倒U型的;冗余资源正向调节着工作形塑在前摄型人格与员工创新绩效之间的间接效应,即冗余资源较高时,前摄型人格通过工作形塑对员工创新绩效产生的间接作用更强。     

Celebrity endorsement: How celebrity–brand–user personality congruence affects brand attitude and purchase intention

The present study provides and tests a conceptual framework aimed at comparing the relative effectiveness of celebrity–user, brand–celebrity, and user–brand personality congruence on brand attitude and brand purchase intention (BPI) thereafter. The data collection was done via an online survey of a representative group of consumers (n = 431) located across India. Hypotheses were tested using regression analysis with mediation approach. The results indicate that while user–brand and brand–celebrity personality congruence have a significant impact on brand attitude and purchase intention, celebrity–user congruence does not. Further, brand attitude is found to be a partial mediator on the relationship between the pair-wise personality congruence on BPI. The findings have major implications for marketers in understanding the significance of personality congruence among celebrity–brand–user in the formation of brand attitude and purchase intention that can be used in positioning and in increasing the advertising effectiveness of brands using celebrity endorsement. The present study is a pioneer in contributing to the celebrity endorsement literature by investigating the relative impact of three pairs of personality congruence: celebrity–brand, brand–user, and celebrity–user, on brand attitude and BPI, thereby supporting the applicability of McCracken's Meaning Transfer Model [McCracken (1989), The Journal of Consumer Research, 16 (3) 310–321) and the Hierarchy-of-effects model (Lavidge and Steiner (1961), Journal of Marketing, 25 (6) 59–62].