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Impact of COVID-19 stress on employee performance and well-being: role of trust in management and psychological capital COVID-19压力对员工绩效和幸福感的影响:信任在管理和心理资本中的作用
IF 2.9 Q1 Economics, Econometrics and Finance Pub Date : 2023-08-04 DOI: 10.1108/jabs-01-2023-0023
R. K. Pradhan, Madhusmita Panda, Lopamudra Hati, Kailash Jandu, Manolina Mallick
PurposeThe COVID-19 pandemic presents an unprecedented case of organisation–environment interaction in the occupational settings. Using Palmer and colleagues (2003) model of work stress, this study aims to examine the influence of COVID-19 stress on employee performance and psychological well-being. Furthermore, drawing on conservation of resources theory (Hobfoll, 1989), the role of trust in management and psychological capital as moderators has also been explored.Design/methodology/approachData were collected from the service sector employees (N = 507) using purposive sampling technique.FindingsStructural equation modelling analysis revealed the negative impact of COVID-19 stress on employee performance and psychological well-being; moderated by trust in management and psychological capital, respectively.Research limitations/implicationsThe proposed conceptual model contributes to the stress management literature by providing an understanding of how COVID-19-related stress impacts employee behaviour in organisational context. The present study considers the COVID-19 stress as bio-psycho-socioeconomic challenge that impacts and determines nearly all the activities of the individuals, groups and organisations at a global scale.Practical implicationsThe findings of the studies offer several managerial implications pertaining to performance and well-being at workplace especially during such crisis characterised by the elements of uncertainty and ambiguity. Identification of the personal resources would prove beneficial for the management in devising and implementing customised interventions for employees and the organisation. Since the pandemic has impacted each individual differently, human resource managers should remind their employees to be vigilant about self-care and take advantage of their health care benefits, particularly with regards to mental health.Originality/valueThe proposed conceptual model contributes to the workplace stress management literature by providing an understanding of how COVID-19-related stress impacts employee outcomes in the organisational context. Furthermore, identifying personal resources would prove beneficial for the management in devising and implementing customised interventions at the workplace.
目的2019冠状病毒病大流行在职业环境中呈现出前所未有的组织-环境相互作用。本研究采用Palmer和同事(2003)的工作压力模型,旨在研究COVID-19压力对员工绩效和心理健康的影响。此外,利用资源守恒理论(Hobfoll, 1989),还探讨了信任在管理和心理资本中作为调节因素的作用。设计/方法/方法采用有目的抽样技术从服务部门雇员(N = 507)中收集数据。结构方程模型分析显示,新冠肺炎压力对员工绩效和心理健康有负面影响;分别受管理信任和心理资本的调节。提出的概念模型通过提供对covid -19相关压力如何影响组织背景下员工行为的理解,为压力管理文献做出了贡献。本研究将COVID-19压力视为影响和决定全球范围内个人、团体和组织几乎所有活动的生物心理和社会经济挑战。实际意义研究的发现提供了一些与工作场所的绩效和幸福感有关的管理意义,特别是在这种以不确定性和模糊性为特征的危机期间。识别个人资源将有助于管理层为员工和组织设计和实施定制的干预措施。由于大流行对每个人的影响不同,人力资源管理人员应提醒员工警惕自我保健,并利用他们的医疗保健福利,特别是在心理健康方面。提出的概念模型通过理解与covid -19相关的压力如何影响组织背景下的员工成果,为工作场所压力管理文献做出了贡献。此外,确定个人资源将证明有利于管理部门在工作场所设计和实施定制干预措施。
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引用次数: 1
Intentional model of MSMEs growth: a tripod-based view and evidence from Indonesia 中小微企业增长的意向模型:基于三脚架的观点和来自印度尼西亚的证据
IF 2.9 Q1 Economics, Econometrics and Finance Pub Date : 2023-07-28 DOI: 10.1108/jabs-08-2022-0291
S. Utama, Rizaldi Yusfiarto, Ruspita Rani Pertiwi, Ann Khoirunnisa
PurposeThe purpose of this study is to explore growth models based on “industry-based capabilities”, “resources-based capabilities” and “institution-based capabilities” in the context of the determinants of micro, small and medium enterprises’ (MSMEs) actors’ intention to grow.Design/methodology/approachThis study involved 188 owners/managers of MSMEs. The analysis was conducted using partial least squares structural equation modelling. Moreover, the importance-performance map analysis package is used to complement the study findings.FindingsThis study uses the framework of the resource-based view (entrepreneurial knowledge), industrial-based view (industrial linkage) and institutional-based view (government support and access to finance) as proxies of the tripod-based view framework. The findings show that entrepreneurial knowledge (skills, competencies and functional), government support, access to finance and industrial linkage (vertical and horizontal) significantly encourage MSMEs’ owner/manager growth intention.Practical implicationsFirstly, this study suggests that MSMEs actors focus on developing entrepreneurial knowledge to boost the skills, competencies and functionalities needed to improve their business capabilities, directly affecting their growth intention. Secondly, this study indicates that the growth intention of MSME players, besides increasing internal capacity, must also be supported by the external environment, such as financial institutions, government and industrial linkage.Originality/valueThis study offers a tripod-based view as a framework for MSMEs’ actors’ intention to grow, where the constructs in the model used so far have not been explored comprehensively in the context of MSMEs. So, the built model brings more relevant factors to explain this topic from various perspectives.
目的本研究的目的是探索基于“基于行业的能力”、“基于资源的能力”和“基于制度的能力”的增长模式,以及中小微企业行为者增长意愿的决定因素。设计/方法/方法这项研究涉及188家中小微企业的所有者/管理者。使用偏最小二乘结构方程建模进行分析。此外,重要性-绩效图分析包用于补充研究结果。研究结果本研究使用基于资源的观点(创业知识)、基于产业的观点(产业联系)和基于制度的观点(政府支持和融资渠道)作为基于三脚架的观点框架的代理。研究结果表明,创业知识(技能、能力和职能)、政府支持、融资渠道和产业联系(纵向和横向)显著鼓励中小微企业的所有者/管理者的成长意愿。实际含义首先,本研究表明,中小微企业行为者专注于发展创业知识,以提高提高其业务能力所需的技能、能力和功能,直接影响其成长意愿。其次,本研究表明,中小微企业参与者的成长意愿除了增加内部能力外,还必须得到金融机构、政府和产业联动等外部环境的支持。原创性/价值这项研究提供了一个基于三脚架的观点,作为中小微企业行为者成长意图的框架,其中迄今为止使用的模型中的结构尚未在中小微企业的背景下得到全面探索。因此,所建立的模型带来了更多的相关因素,可以从多个角度来解释这个话题。
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引用次数: 2
Identification of the determinants of public trust in e-government services and participation in social media based on good governance theory and the technology acceptance model 基于善治理论和技术接受模型的公众对电子政务服务和社交媒体参与的信任决定因素识别
IF 2.9 Q1 Economics, Econometrics and Finance Pub Date : 2023-07-18 DOI: 10.1108/jabs-04-2023-0160
Trang Nguyen, P. Nguyen, H. T. Huynh, D. Vrontis, Z. Ahmed
PurposeThis study aims to investigate the determinants of public trust in e-government services (Te-GS) and participation in social media.Design/methodology/approachA quantitative cross-sectional field survey was used to collect primary data at the local government level in 11 cities, towns and districts in Tien Giang Province, Vietnam. The final data set of 529 respondents was analysed using SmartPLS4 to evaluate the measurement and structural models.FindingsPerceived responsiveness, transparency and security have strong positive associations with Te-GS, whereas perceived accountability does not. Furthermore, perceived ease of use and perceived usefulness are positively associated with social media participation.Originality/valueAlthough previous studies have examined citizen behaviour in the use of e-government services, the social media context has rarely been considered due to its novelty. This study adds to the knowledge of the antecedents of participation in e-government services in developing countries such as Vietnam. Furthermore, it provides a comprehensive framework for understanding participation intention that considers four elements of good governance theory and two elements of the technology acceptance model (TAM), thereby extending previous research on the effects of these variables on the adoption of e-government services.
目的本研究旨在探讨公众对电子政务服务(Te-GS)信任与社交媒体参与的决定因素。设计/方法/方法采用定量横断面实地调查,收集越南天江省11个城市、乡镇和地区的地方政府一级的原始数据。使用SmartPLS4对529名受访者的最终数据集进行分析,以评估测量和结构模型。发现感知响应性、透明度和安全性与Te-GS有很强的正相关,而感知问责性与Te-GS无显著正相关。此外,感知易用性和感知有用性与社交媒体参与呈正相关。原创性/价值虽然以前的研究已经调查了使用电子政务服务的公民行为,但由于其新颖性,社交媒体背景很少被考虑。这项研究增加了对越南等发展中国家参与电子政务服务的先决条件的了解。此外,它提供了一个全面的框架来理解参与意愿,其中考虑了善治理论的四个要素和技术接受模型(TAM)的两个要素,从而扩展了之前关于这些变量对采用电子政务服务的影响的研究。
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引用次数: 1
Identifying prosperity characteristics in small and medium-sized enterprises of Pakistan: firm, strategy and characteristics of entrepreneurs 确定巴基斯坦中小企业的繁荣特征:企业、战略和企业家的特征
IF 2.9 Q1 Economics, Econometrics and Finance Pub Date : 2023-06-29 DOI: 10.1108/jabs-09-2022-0309
M. Nazir, R. Khan, M. R. Khan
PurposeThe link between SME performance, growth and development is well established; however, the characteristics of SMEs that allow firms to be successful in the long run in an underdeveloped country context, i.e. Pakistan, are still unclear. This paper aims to bridge this gap by identifying the SMEs’ characteristics that set them apart from their rivals and become successful.Design/methodology/approachThis study uses Storey’s development framework to identify the SMEs’ characteristics. Data is gathered using the case study method from SMEs with a metropolitan context in Pakistan. A narrative methodological framework was used during the data gathering and analysing stages.FindingsFindings of this study indicate that the prosperity of SMEs in Pakistan is dependent on a combination of characteristics, including entrepreneurial characteristics of owner–managers, knowledge of business operating models, social networks and relationship building and innovation in business style. Additionally, other factors such as governance structure, strategic planning of market diversification and export characteristics also influence the prosperity of an SME. These findings may have several important implications for key stakeholders, including entrepreneurs, SMEs and policymakers in the government.Originality/valueThis research provides evidence about factors that can help an SME to become successful in uncertain situations surrounding a business environment. Theoretically, the contribution of this research is that it demonstrates that entrepreneurial characteristics and the effective leadership style of owner–managers can help SMEs achieve prosperity in external unforeseeable situations.
目的中小企业绩效、成长和发展之间的联系已经建立;然而,中小企业的特征使企业能够在欠发达国家(即巴基斯坦)取得长期成功,目前尚不清楚。本文旨在通过识别中小企业的特点来弥合这一差距,这些特点使它们与竞争对手区别开来并取得成功。设计/方法论/方法本研究使用Storey的发展框架来确定中小企业的特征。数据是使用案例研究方法从巴基斯坦大都市背景下的中小企业收集的。在数据收集和分析阶段使用了叙述性方法框架。研究结果表明,巴基斯坦中小企业的繁荣取决于多种特征的组合,包括所有者-管理者的创业特征、对商业运营模式的了解、社交网络以及关系建立和商业风格的创新。此外,治理结构、市场多元化战略规划和出口特征等其他因素也会影响中小企业的繁荣。这些发现可能对包括企业家、中小企业和政府决策者在内的关键利益相关者产生若干重要影响。独创性/价值这项研究提供了一些因素的证据,这些因素可以帮助中小企业在商业环境的不确定情况下取得成功。从理论上讲,本研究的贡献在于,它证明了企业家特征和所有者-管理者的有效领导风格可以帮助中小企业在外部不可预见的情况下实现繁荣。
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引用次数: 0
The relationship between consumer personality traits and celebrity personality traits 消费者人格特质与名人人格特质的关系
IF 2.9 Q1 Economics, Econometrics and Finance Pub Date : 2023-06-16 DOI: 10.1108/jabs-08-2022-0278
Shahzeb Hussain, Suyash Khaneja, Kinnari Pacholi, W. Yousef, Michael Kourtoubelides
PurposeThis study aims to examine the relationship between the personality dimensions of consumers and celebrities; the effect of celebrity personality on attitude towards the celebrity; and the effect of attitude towards the celebrity on purchase intention.Design/methodology/approachData were gathered from 400 respondents in the North of England to explore the connections between five consumer personality dimensions (agreeableness, extroversion, openness, conscientiousness and neuroticism) and nine celebrity personality dimensions (neuroticism, extroversion, openness, agreeableness, conscientiousness, sincerity, excitement, stylishness and positivity) and were analysed using structural equation modelling.FindingsThe findings suggested that some dimensions of consumer personality, i.e. conscientiousness, extroversion and openness, were significantly related to all the celebrity personality dimensions. Moreover, all the celebrity personality dimensions had a significant effect on consumers’ attitude towards the celebrity; however, only neuroticism, extroversion, openness, sincerity and positivity significantly affected purchase intention. Finally, attitude towards the celebrity had a significant effect on purchase intention.Originality/valueThe study introduces a celebrity personality scale and explores a topic that has not previously been researched.
目的本研究旨在探讨消费者的人格维度与名人的关系;名人人格对名人态度的影响;以及对名人的态度对购买意愿的影响。设计/方法/方法收集了来自英格兰北部400名受访者的数据,以探索五个消费者人格维度(宜人性、外向性、开放性、尽责性和神经质)与九个名人人格维度之间的联系(神经质、外向性、开放性、宜人性、尽责性、真诚性、兴奋性、时尚性和积极性),并使用结构方程模型进行分析。研究结果表明,消费者人格的某些维度,即尽责性、外向性和开放性,与所有名人人格维度都显著相关。此外,所有名人人格维度都对消费者对名人的态度产生了显著影响;只有神经质、外向性、开放性、真诚性和积极性对购买意愿有显著影响。最后,对名人的态度对购买意愿有显著影响。独创性/价值该研究引入了名人个性量表,并探讨了一个以前没有研究过的话题。
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引用次数: 0
Public service leadership: follower interpersonal communication satisfaction in transformational leadership and growth satisfaction, job stress and burnout 公共服务型领导:变革型领导中下属人际沟通满意度与成长满意度、工作压力与职业倦怠
Q1 Economics, Econometrics and Finance Pub Date : 2023-06-08 DOI: 10.1108/jabs-09-2022-0310
J. Irudhaya Rajesh, Verma Prikshat, Susan Kirk, Muhammad Mohtsham Saeed, Parth Patel, Malik Muhammad Sheheryar Khan
Purpose This study aims to explore how transformational leaders enhance public service employees’ growth satisfaction in the job and mitigate job stress and burnout, incorporating follower interpersonal communication satisfaction with the leader (IPCSL) as a mediator. Design/methodology/approach On the basis of the survey data collected from the Indian public service employees, regression analysis, bootstrapping and SOBEL test are used to test the proposed research model. Findings The findings highlighted a partial mediation of follower interpersonal communication satisfaction with leader between transformational leadership (TL) and public service employees’ growth satisfaction in the job. Although there was no significant direct effect of TL on job stress and burnout, the results underlined a significant indirect effect of follower IPCSL. Originality/value By examining the important role of follower IPCSL, this study unravels the precise intervening mechanism between TL and follower affective outcomes like growth satisfaction in job, job stress and burnout among public service employees.
目的本研究旨在探讨变革型领导者如何提升公共服务员工的工作成长满意度,并以下属与领导者的人际沟通满意度(IPCSL)为中介,缓解工作压力和职业倦怠。设计/方法/方法在印度公共服务部门员工调查数据的基础上,采用回归分析、bootstrapping和SOBEL检验对提出的研究模型进行检验。研究结果表明,下属与领导者的人际沟通满意度在变革型领导与公职人员工作成长满意度之间具有部分中介作用。虽然言语学习对工作压力和职业倦怠没有显著的直接影响,但研究结果强调了追随者IPCSL对工作压力和职业倦怠的间接影响。本研究通过考察追随者IPCSL的重要作用,揭示了公共服务员工忠诚对工作成长满意度、工作压力和职业倦怠等追随者情感结果的精确干预机制。
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引用次数: 0
Legitimacy versus efficiency: implementation of in-person work in Japanese companies during the COVID-19 pandemic 合法性与效率:在2019冠状病毒病大流行期间,日本公司实施面对面工作
Q1 Economics, Econometrics and Finance Pub Date : 2023-05-31 DOI: 10.1108/jabs-03-2022-0095
Yoritoshi Hara, Hitoshi Iwashita
Purpose This study aims to examine how companies persuaded their employees to be present at offices during the COVID-19 pandemic and how remote and non-remote work practices affected employee performance. Design/methodology/approach Firm strategies are assumed to follow the principles of legitimacy and efficiency. However, these principles are often contradictory and incompatible. This study explored how companies legitimized non-remote work during the pandemic in Japan, and how in-person work practices affected individual employee productivity. The authors conducted a survey in the country, and the collected data was quantitatively analyzed. Findings On the basis of our empirical study on institutional work providing rationales for maintaining existing business practices, the authors found that Japanese companies often used institutional logics that included the inevitability of employees’ obedience to company policy, the lack of employees’ digital resources at home and the necessity of face-to-face customer dealing to legitimize their non-adoption of telework, even amid the emergency. The findings also indicate that the adoption of in-person work was negatively related to individual employee performance. Originality/value The current study aims to make a theoretical contribution to the literature on institutional maintenance and institutional work, which, till now, has only focused on institutional change rather than institutional maintenance. Second, few studies have empirically investigated the contradiction between legitimacy and efficiency, although the literature on organizational legitimacy assumes that individuals and organizations are not always rational.
本研究旨在研究公司如何说服员工在COVID-19大流行期间留在办公室,以及远程和非远程工作实践如何影响员工绩效。设计/方法/方法公司战略被假定遵循合法性和效率原则。然而,这些原则往往是相互矛盾和不相容的。本研究探讨了在日本疫情期间,公司如何使非远程工作合法化,以及面对面的工作实践如何影响员工的个人生产力。作者在国内进行了一次调查,并对收集到的数据进行了定量分析。在我们对制度工作的实证研究的基础上,作者发现日本公司经常使用制度逻辑,其中包括员工服从公司政策的必然性,员工在家缺乏数字资源以及面对面客户交易的必要性,即使在紧急情况下,他们也不采用远程办公。研究结果还表明,面对面工作的采用与员工个人绩效呈负相关。本研究旨在对制度维护和制度工作方面的文献做出理论贡献,这些文献迄今只关注制度变迁,而没有关注制度维护。其次,尽管关于组织合法性的文献假设个人和组织并不总是理性的,但很少有研究对合法性与效率之间的矛盾进行实证调查。
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引用次数: 0
Supervisor support, religiosity, work engagement, and affective commitment: evidence from a Middle Eastern emerging market 主管支持、宗教信仰、工作投入和情感承诺:来自中东新兴市场的证据
Q1 Economics, Econometrics and Finance Pub Date : 2023-05-31 DOI: 10.1108/jabs-11-2022-0394
Ahmad Abualigah, Tamer K. Darwish, Julie Davies, Muhibul Haq, Syed Zamberi Ahmad
Purpose Drawing on job demands-resources (JD-R) theory, this study aims to develop a model of how work engagement mediates the relationship between supervisor support and affective commitment, with religiosity moderating the relationship between supervisor support and work engagement. This study further tests a moderated-mediation model exploring the relationships between supervisor support, religiosity, work engagement and affective commitment within a unique institutional context where religious values and beliefs significantly influence and shape people management practices. Design/methodology/approach Using a survey-based approach, data were collected from 367 employees from the telecommunication sector in the context of Jordan. Findings Supervisor support was positively related to work engagement, which positively impacts affective commitment. Work engagement mediated the relationship between supervisor support and affective commitment. In addition, religiosity amplified the relationship between supervisor support and work engagement, and the mediating effect of work engagement on the relationship between supervisor support and affective commitment. Originality/value This study contributes to JD-R theory and pertinent literature by examining the moderating role of religiosity, an important yet neglected personal resource. To the best of the authors’ knowledge, this study is the first to examine the interaction effect between religiosity and supervisor support in predicting work engagement. It is also the first to examine a moderated mediation model exploring the relationships between supervisor support, religiosity, work engagement and affective commitment.
目的运用工作需求-资源(JD-R)理论,构建工作投入在主管支持与情感承诺之间的中介作用模型,其中宗教虔诚度在主管支持与工作投入之间起调节作用。本研究进一步检验了一个有调节的中介模型,在一个独特的制度背景下,在宗教价值观和信仰显著影响和塑造人员管理实践的情况下,探索主管支持、宗教信仰、工作投入和情感承诺之间的关系。设计/方法/方法采用基于调查的方法,从约旦电信部门的367名员工中收集数据。发现主管支持与工作投入正相关,工作投入正向影响情感承诺。工作投入在主管支持与情感承诺之间起中介作用。此外,宗教信仰放大了主管支持与工作投入之间的关系,工作投入在主管支持与情感承诺之间的中介作用。本研究通过考察宗教信仰这一重要但被忽视的个人资源的调节作用,为JD-R理论和相关文献做出了贡献。据作者所知,本研究是第一个检验宗教信仰和主管支持在预测工作投入方面的交互作用的研究。这也是第一个研究主管支持、宗教信仰、工作投入和情感承诺之间关系的调节中介模型。
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引用次数: 0
Impact of green supply chain management practices on the triple bottom line: a study on apparel manufacturers of Sri Lanka 绿色供应链管理实践对三重底线的影响——对斯里兰卡服装制造商的研究
IF 2.9 Q1 Economics, Econometrics and Finance Pub Date : 2023-05-15 DOI: 10.1108/jabs-05-2022-0180
Emmanuel Susitha, M.K.N.P. Nanayakkara
PurposeThis paper aims to assess the impact of green supply chain management (GSCM) practices on the triple bottom line’s economic, social and environmental performance of Sri Lankan apparel manufacturers.Design/methodology/approachThis quantitative study uses a deductive approach. The practice-based view is used to support the conceptual framework. The partial least square structural equation modelling technique empirically assessed the conceptual model using 164 responses from Sri Lankan apparel manufacturers through a structured survey questionnaire. Apart from examining the direct effects of GSCM practice on the triple bottom line, the study also investigated the moderating effects of firm size and duration.FindingsThe results show that GSCM practices positively affect the organisation’s triple bottom line while business size and duration moderate the said relationship.Research limitations/implicationsThe fact that this study is based on Sri Lankan apparel producers may impact the generalizability of the findings across different industries and countries. Furthermore, the survey only looked at export manufacturers. This raises questions about the results’ relevance to other non-export groups of the current population with distinct characteristics.Practical implicationsThe paper provides insights for both academia and practitioners on the importance of adopting GSCM practices for the business performance of apparel manufacturers in Sri Lanka. The paper includes implications for devising strategic solutions for organisational performance and sustainability by using GSCM practices in apparel manufacturers in Sri Lanka.Originality/valueThe research contributes to the body of knowledge in the GSCM field in general. This research also contributes to the limited literature on GSCM practices in Sri Lanka. To the best of the authors’ knowledge, this is the first attempt to explain how apparel manufacturers in Sri Lanka are organised.
目的本文旨在评估绿色供应链管理(GSCM)实践对斯里兰卡服装制造商经济、社会和环境三重底线绩效的影响。设计/方法论/方法这项定量研究采用了演绎方法。基于实践的观点用于支持概念框架。偏最小二乘结构方程建模技术通过结构化调查问卷,使用斯里兰卡服装制造商的164份回复,对概念模型进行了实证评估。除了考察GSCM实践对三重底线的直接影响外,本研究还考察了企业规模和持续时间的调节作用。结果表明,GSCM的实践对组织的三重底线产生了积极影响,而业务规模和持续时间则缓和了上述关系。研究局限性/含义本研究基于斯里兰卡服装生产商,这一事实可能会影响研究结果在不同行业和国家的可推广性。此外,调查只针对出口制造商。这就提出了关于结果与当前人口中其他具有不同特征的非出口群体的相关性的问题。实践意义本文为学术界和从业者提供了关于采用GSCM实践对斯里兰卡服装制造商经营业绩的重要性的见解。该论文包括通过在斯里兰卡服装制造商中使用葛兰素史克管理实践来设计组织绩效和可持续性的战略解决方案的意义。原创/价值该研究有助于葛兰素史克管理领域的整体知识。这项研究也有助于斯里兰卡有限的葛兰素史克管理实践文献。据作者所知,这是首次尝试解释斯里兰卡服装制造商的组织方式。
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引用次数: 0
Product placement versus traditional TV commercials: new insights on their impacts on brand recall and purchase intention 植入式广告与传统电视广告:对品牌召回和购买意愿影响的新见解
IF 2.9 Q1 Economics, Econometrics and Finance Pub Date : 2023-05-15 DOI: 10.1108/jabs-04-2022-0126
Dulanjana Gamage, N. Jayasuriya, Nilmini Rathnayake, Kithmini Herath, Diunugalge Peshala Seuvandi Jayawardena, Diluksha Yasith Senarath
PurposeThe purpose of this paper is to compare the effect of marketing communication techniques concerning product placement and TV commercials on brand recall and the purchase intention of consumers.Design/methodology/approachA sample of 420 participants randomly assigned to one of the four scenarios of an experiment watched a selected episode of a Sri Lankan TV show that consisted of commercial breaks. Then, their recall and purchase intention toward the advertised/placed brand were measured using a questionnaire and binary logistic regression was the analytical tool.FindingsThis research indicated that a combination of product placement and TV commercials forms the highest impact on both brand recall and purchase intention. The next highest impact is created solely by product placement, while sole TV commercials make the lowest impact comparatively.Practical implicationsThis study is beneficial to brands and entrepreneurs looking for the most effective marketing communication methods to promote their brands and products to consumers.Originality/valueAs an initial study performed on a comparison between two commonly used marketing communication techniques, i.e. product placement and TV commercials, in the Sri Lankan context would also enrich the global marketing literature on the comparative effectiveness of both techniques, where studies are limited so far.
目的比较植入式广告和电视广告营销传播技术对品牌召回和消费者购买意愿的影响。设计/方法/方法420名参与者被随机分配到实验的四个场景中的一个场景中,他们观看了斯里兰卡电视节目的一集,其中包括商业插播。然后,使用问卷调查和二元逻辑回归作为分析工具,测量他们对广告/定位品牌的召回和购买意愿。研究结果表明,植入式广告和电视广告的组合对品牌召回和购买意愿的影响最大。第二大影响力完全由植入式广告产生,而相对而言,唯一的电视广告产生的影响力最低。实践意义本研究有利于品牌和企业家寻找最有效的营销沟通方法,向消费者推广他们的品牌和产品。独创性/价值作为在斯里兰卡背景下对两种常用的营销传播技术(即植入式广告和电视广告)之间的比较进行的初步研究,也将丰富关于这两种技术的比较有效性的全球营销文献,而目前的研究还很有限。
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Journal of Asia Business Studies
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