In addition to profitability, companies should meet the expectations of employees, consumers, and the community in regard to promoting the welfare and public benefit activities. In this way, they will be able to improve customers’ engagement and their extra-role b More
In addition to profitability, companies should meet the expectations of employees, consumers, and the community in regard to promoting the welfare and public benefit activities. In this way, they will be able to improve customers’ engagement and their extra-role behaviors that create a positive public attitude towards the company and its brand. Therefore, the present study sought to examine the effect of customers' perception of corporate social responsibility on their participation and citizenship behaviors considering the mediation of brand emotional attachment and moderation of spirituality. The statistical population was the customers of Pasargad Insurance Company in Mashhad, of which 405 were studied by conducting convenience sampling and using a questionnaire. The results of structural equation modeling indicated that the direct effects of perceived social responsibility on customers’ participation and citizenship behaviors are significant. It also confirmed its indirect effects through brand emotional attachment. However, the results of hierarchical regression analysis did not confirm the moderating effect of customer spirituality on the relationship between perceived social responsibility and brand emotional attachment.
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The aim of this study was to investigate the relationship between adult attachment styles and organizational citizenship behaviors among employees of an industrial factory in Isfahan province. In this study adualt attachment styles were predictive variables and organiza More
The aim of this study was to investigate the relationship between adult attachment styles and organizational citizenship behaviors among employees of an industrial factory in Isfahan province. In this study adualt attachment styles were predictive variables and organizational citizenship behaviors and it,s dimensions were criterion variables. In this study, employees of an industrial factory in Isfahan province were selected via simple random sampling. Subjects were to complete Adult Attachment Inventory (AAI), and Extra-Role Behaviors Inventory (ERBI). Correlation and stepwise regression analyses were used to analyze the data of this study. The results showed that participant with secure attachment styles have exhibited much more organizational citizenship behaviors than participant with avoidant and ambivalent attachment styles. In addition, the results also showed that predictive variables have meaningful contribution in prediction of the criterion variables. The results also showed that adualt attachment style is able to predict organizational citizenship behaviors in a powerful manner.
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This Study Was Done to Evaluate the Mediating Role of In-Role and Extra-Role Behaviors in the impact of Psychological Needs on Brand Identification in Mobile Telecommunication Company of Iran “Hamrahe Aval”. In this study, the variables were evaluated by a q More
This Study Was Done to Evaluate the Mediating Role of In-Role and Extra-Role Behaviors in the impact of Psychological Needs on Brand Identification in Mobile Telecommunication Company of Iran “Hamrahe Aval”. In this study, the variables were evaluated by a questionnaire. A questionnaire was distributed among 400 individuals from the statistical population that was distributed among all customers of the Mobile Telecommunication Company of Iran “Hamrahe Aval”, in the city of Shiraz. The research method was descriptive and correlational. To answer the questions and check the hypotheses by Smart-PLS Software, the structural equations method and path analysis with partial least squares (PLS) method was used. The results show that Affiliation and self-confidence have a positive and significant effect on the behavior within the consumer role in branding. The results of this research also confirm the positive and significant effect of self-esteem and individual autonomy on consumer redundancy behavior in branding. The results also show that behavior in consumer role and consumer redundancy behavior in branding has a significant effect on brand identification.
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The aim of the current research is to investigate the impact of green human resource management through green organizational commitment and green human capital on extra-role behaviors in economic and financial affairs employees of West Azerbaijan province. The research More
The aim of the current research is to investigate the impact of green human resource management through green organizational commitment and green human capital on extra-role behaviors in economic and financial affairs employees of West Azerbaijan province. The research method is applied in terms of purpose and descriptive in terms of data collection method. The statistical population of the employees of Economic Affairs and Property Organization in the south of West Azerbaijan province is 642 people, and 240 people were selected as a sample by stratified random sampling method and based on Cochran's formula. To measure the variable of organizational commitment from Liu et al.'s Sabz questionnaire (2021), green extra-role behaviors from Ho et al.'s questionnaire (2021), green human resource management from Malik et al.'s questionnaire (2021) and green human capital from Ma et al.'s questionnaire (2021). ) Used.. Data analysis was done using structural equation modeling in PLS software. The results showed that green human resources management has a positive and meaningful effect on extra-role behavior, organizational commitment and green human capital. Also, the results indicated that green organizational commitment has a significant effect on extra-role behaviors, and green human capital has a significant effect on extra-role behaviors, and organizational commitment and extra-role behaviors have a mediating role in the effect of human resource management on extra-role behaviors.
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