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Full-Text Articles in Business

Images In Service Marketing: Does Presentation Style Matter?, Can Trinh Apr 2023

Images In Service Marketing: Does Presentation Style Matter?, Can Trinh

Atlantic Marketing Journal

This research presents a pioneering attempt to examine whether the use of abstract images would be more effective than the use of concrete images in the case of service marketing. Based on construal level theory, we hypothesize that relative to the use of concrete images, the use of abstract images in service marketing will better match the intangible nature of services and will thus increase communication effectiveness. Two studies in this research provide evidence to support these propositions by showing that relative to the use of concrete images, the use of abstract images can enhance ad visuals, which in turn …


Integrity According To Whom? An Experiment Of The Effects Of Gender, Moral Integrity, And Behavioral Consistency On Evaluations Of Leaders, Benjamin J. Thomas Jul 2019

Integrity According To Whom? An Experiment Of The Effects Of Gender, Moral Integrity, And Behavioral Consistency On Evaluations Of Leaders, Benjamin J. Thomas

Organization Management Journal

Organizational stakeholders place great importance on leaders’ integrity, which, current theory indicates is a multidimensional construct. Drawing from leadership categorization theory and multidimensional leadership perspective, this research offered novel tests of the independent and interactive effects of a leaders’ behavioral consistency (the alignment between a leader’s words and actions) and moral integrity (doing right and not doing wrong) using experimental methods. The results of the 2x3x3 between-subjects (N = 781) factorial design reveal the moderate-strong magnitude of the effects of leader integrity on followers’ evaluations, and indicate the two dimensions of leader integrity—behavioral consistency and moral integrity—interact in fascinating ways. …