The impact of mentoring quality on protégés' organization‐based self‐esteem and proactive behavior: The moderating role of traditionality

2019 ◽  
Vol 58 (4) ◽  
pp. 417-430 ◽  
Author(s):  
Xiangfan Wu ◽  
Yijing Lyu ◽  
Ho Kwong Kwan ◽  
Haiyan Zhai
Keyword(s):  
Self Esteem ◽  
Proactive Behavior ◽  
The Impact ◽  
Moderating Role

scholarly journals The impact of brand love on brand loyalty: the moderating role of self-esteem, and social influences

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Minh T.H. Le
Keyword(s):  
Brand Loyalty ◽  
Social Influences ◽  
Self Esteem ◽  
Brand Love ◽  
Content Type ◽  
Brand Relationship ◽  
The Impact ◽  
The Relationship ◽  
Moderating Role

Purpose The purpose of this paper is threefold. First, it aims to clarify the moderating role of self-esteem (SE) and susceptibility to normative influence (SNI) in the relationship between brand love and brand loyalty. Second, the study proposes modeling the mediation role of brand love and outlining how SE and SNI affect the consumer-brand relationship. Finally, the study explores the impact of brand love on brand loyalty: the moderating role of self-esteem and social influences, as the literature regarding this is still lacking. Design/methodology/approach Data were collected via an online survey, which yielded 218 responses. Structural equation modeling was used to predict the research model. Findings The findings indicate that both SE and SNI mediate the relationship between brand love and brand loyalty. Additionally, consumers love the focal brands positively relates to SE and SNI. In return, SE and SNI lead to brand loyalty. The tight relationship of SE and SNI affects the connection between brand love and brand loyalty. Research limitations/implications The data has been collected in Vietnam, which creates a limitation regarding the study’s cross-cultural nature and the economic context. Thus, the study should be conducted in different cultures and economies (both developing and developed countries) to enhance the generalizability in consumer-brand relationships. Practical implications Brand managers should conduct more advertising in brand communities to enhance the influence of SNI and emphasize unique features of the brands, to attract consumers through the overlap of SE. Social implications The findings can contribute to enhancing unique brand identity and self-motivation will increase consumer loyalty, increasing the revenue of a specific brand. Moreover, as acceptable peers contribute to making purchase decisions, boosting the brand community will maintain current consumers and attract additional potential consumers from the current consumer relationships. Originality/value This study contributes to consumer psychology by indicating both SNI and SE as the mediators in the relationship between brand love and brand loyalty and how the consumer-brand relationship can be enabled.

The Impact of Televised Stereotypes on the State Self-Esteem of Latino/a Emerging Adults: The Moderating Role of Ethnic–Racial Identity

2020 ◽  
pp. 216769682092130
Author(s):  
Jessie Shafer ◽  
Rocío Rivadeneyra
Keyword(s):  
Racial Identity ◽  
Stereotype Threat ◽  
Emerging Adults ◽  
Well Being ◽  
The United States ◽  
Self Esteem ◽  
Social Self ◽  
The Impact ◽  
Moderating Role

We investigated how stereotypical portrayals of Latino/a characters on television influence Latino/a emerging adults’ ( N = 136; ages 18–25) state self-esteem (i.e., social, appearance, and performance) while examining the moderating role of ethnic–racial identity (i.e., centrality). Latino/as from across the United States were randomly sorted into one of two conditions (exposure to stereotypes or not) and completed measures of ethnic–racial identity and state self-esteem. When not exposed to stereotypes, participants with higher ethnic–racial identity had higher social self-esteem. However, when exposed to stereotypes, Latino/a participants with higher ethnic–racial identity had significantly lower social self-esteem. This finding matches previous research on the role of social identity in stereotype threat, which found that those who more strongly identified with a stereotyped group were more negatively impacted by stereotypes of that group. However, in situations without stereotypes present, stronger ethnic–racial identity is connected to well-being.

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