<abstract xmlns="http://www.w3.org/1999/xhtml">

Using research from brand roles and goal pursuit as our theoretical framework, we find that the type of goal pursuit influences how consumers respond to the brand role of leader (i.e., leader brand) vs. servant (i.e., servant brand). Two experiments show that consumers in the goal attainment condition prefer a leader brand rather than a servant brand. In contrast, consumers in the goal progress condition show no difference in their preference for a leader brand or a servant brand. Mediation analyses show that the level of motivation mediates the effect of goal pursuit on consumers’ preference for leader brands. Theoretical and managerial implications are discussed.
</abstract>

The State University of New York at Oneonta

The State University of New York at Oswego

Brand as a leader or a servant? The effect of anthropomorphized brand roles and goal types on consumer responses

<abstract xmlns="http://www.w3.org/1999/xhtml">

The European Union (EU) has set an ambitious goal to achieve a carbon neutral society by 2050. In response, several EU member states, including Lithuania, pledged to achieve 100% renewables in the final energy consumption. The main ways of reducing greenhouse gas (GHG) emissions in the energy sector are (1) the energy efficiency improvement and (2) the use of renewable energy sources (RES). Although many policies and measures were implemented to promote a fast penetration of renewables, especially in the supply sector, there is a massive GHG emissions reduction potential in households. However, there are several social and behavioral barriers hampering a fast penetration of renewables into households. Therefore, new well-targeted policies are necessary to overcome these barriers. The community based social marketing (CBSM) can be applied to promote GHG emissions reduction in households through behavioral changes. This paper evaluates the carbon emissions reduction potential at the household level driven by CBSM. The research is conducted in the Kaunas district municipality in Lithuania, having quantitative and qualitative components. The results show that ~20% energy could be saved in households through behavioral changes initiated by CBSM; and that it is possible to achieve significant GHG emissions reduction, save energy and money without making any major investments in households. The average realistically achievable GHG emissions reduction potential for one Lithuanian household is ~500 kg CO2 equivalent per year. These results can be used to roughly assess the energy saving and GHG emissions reduction potential of all Lithuanian households due to behavioral changes. This study also shows that the main obstacles to behavioral changes in households (after the implementation of intervention measures) are: lack of knowledge, lack of trust in information sources, inertia, values, etc.
</abstract>

Community based social marketing for greenhouse gas emission reduction in households

<abstract xmlns="http://www.w3.org/1999/xhtml">

In recent decades, a very modest number of papers on nonverbal behavior in sales and the service sector have affected the field of study. Nevertheless, a comprehensive conceptual model is missing. Very heterogenous views appear to shape the topic. Scholars have shown that empathy is a crucial factor in interpersonal interaction. In particular, this applies to salesperson-customer interaction. Additionally, researchers found that nonverbal behavior shapes 90 % of mutual understanding and verbal communication hardly has an influence. However, salespersons’ nonverbal behavior has received scant attention in marketing research. This study contributes to the corpus of knowledge by evaluating how the existent research is founded on various intellectual frameworks and by identifying the most important references, authors, themes, and journals, as well as comprehending it in a conceptual model of salespersons nonverbal behavior. To achieve this objective, I examined more than 3,000 publications published between 1994 and 2021 using bibliometric methods. This is a small body of literature compared to other fields. I determined four publishing eras that affected the evolution of research in this field. Nonverbal behavior has been studied from a range of angles in the publications that have published these articles. The predominant emphasis is on the United States and empathy as a central trait, offering scholars the ability to conduct further cross-national and cross-industry research. My study not only provides intellectual and social frameworks, but integrates them in a conceptual model. Thus, it lays the foundation for future study.
</abstract>

How to sell without words: What science knows about nonverbal behavior in personal sales and service

<abstract xmlns="http://www.w3.org/1999/xhtml">

Technological developments that continue to develop make fintech applications compete to create innovations. Currently, people can transact using digital payment applications. As a result, digital payment application continues to innovate. This makes micro, small, and medium enterprises (MSMEs) adopt digital payments to run their business. This study aims to examine the adoption of digital payment systems for the digitization of MSMEs. The population in this study was 4,793 MSMEs in Blitar City, Indonesia. The sample in this study was 100 respondents using the Slovin formula. The data is processed through the SmartPLS software and analyzed using the SEM approach. The results of this study indicate that the barriers to use, value, and risk have a positive and significant effect on functional barriers. In contrast, barriers to tradition and image positively and significantly affect psychological barriers. However, the functional barrier variable is not significant for the actual use of digital payment. Furthermore, psychological barriers have a positive and significant effect on the actual use of digital payments.
</abstract>

Barriers to digital payment adoption: micro, small and medium enterprises

<abstract xmlns="http://www.w3.org/1999/xhtml">

There is limited knowledge regarding whether market competition (MC) influences the adoption of green market orientation (GMO) by small and medium enterprises (SMEs). Moreover, there is no clear understanding of whether the strategic alignment between differentiation strategy (DS) and the adoption of GMO and MC accounts for these enterprises’ financial performance (FP). This study aims to draw on contingency theory and the natural resource-based view to shed light on these questions by proposing a research model, which demonstrates the relationship between MC and GMO and the mediating effects of DS on the relationship between MC, GMO, respectively, and FP. Data were collected from 172 SMEs that are currently operating in Vietnam. The partial least square structural equation modelling technique was executed to examine the research model. The results reveal that the intensity of MC influences SMEs to adopt GMO. Furthermore, it was also shown that DS fully mediates the relationship between MC, GMO, and FP. This study provides four significant contributions to environmental management research and contingency theory. In addition, this study provides crucial practical implications for SMEs operating in Vietnam.
</abstract>

Are small and medium enterprises beneficial from the adoption of green market orientation under the intensity of market competition? A strategic alignment perspective

<abstract xmlns="http://www.w3.org/1999/xhtml">

The BrainHex model is one of the most researched models to represent player profiles in games. In this paper the author examines how serious games can be used to change the player profiles over time, even in heavily regulated environments, such as the banking industry. To understand if player archetypes change over time, I have conducted an exploratory study with 2531 bankers over the course of three years. Our results indicate that the players ‘archetypes can potentially be changed with the help of serious games Age of the players and their role in the organization do not influence the change of the main archetypes, but can determine the amplitude of that change. The change appears to be significant across all age groups and roles in the organization and also persistent. A slight decrease in Y3, however, could indicate that the change could be reversible with the passing of time. The statistical analysis of the data collected indicates that the desired change in the main archetype can be obtained by having the players spend between 10 and 20 hours playing personalized serious games that facilitate the desired archetype and that those games should be designed to facilitate an easier level up mechanism. My results both confirm existing studies on the subject and have practical implications for the designers of serious games and gamification mechanisms, by indicating how serious games should be personalized to achieve the desired change in behaviour.
</abstract>

Can people’s brainhex type be changed with serious games? Evidence from the banking industry

<abstract xmlns="http://www.w3.org/1999/xhtml">

Employability, and especially entrepreneurship and intrapreneurship, is a topic attracting the interest of researchers in recent years. Although knowledge about creating and managing a company is essential (hard skills), the importance of other competencies such as soft skills and emotional intelligence has also been highlighted in recent years. This study analyzes documents related to Emotional Intelligence, Soft Skills, Hard Skills and their relationship with (intra)entrepreneurship. The methodology used was bibliometric analysis, followed by a bibliographic coupling and identification of thematic areas within this field of study. A total of 121 documents were analyzed, following the PRISMA protocol. The results showed an upward trend over the last five years in the production of works in this field, accounting for approximately 75% of the total number of articles found. Seven different sub-themes were identified. The theme with the most significant impact, which generates the most interest among the scientific community, encompasses personal relationships, emotional intelligence, and the positive work climate for a company’s growth. Finally, a series of implications and future lines of study are proposed to help develop and consolidate this research field.
</abstract>

Emotions, skills and intra-entrepreneurship: mapping the field and future research opportunities

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Management & Marketing

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