Leadership-follower dynamics and behavioral outcomes: investigating the mediating role of brand love

• Autorzy: Din Saif Ud , Khan Muhammad Asif , Farid Humaira , Bahudhailah Mohammed

Identyfikatory

DOI

10.17512/pjms.2025.31.2.04

Warianty tytułu

PL

Dynamika relacji między liderem a podwładnymi a efekty behawioralne: badanie pośredniczącej roli miłości do marki

• Języki publikacji: EN

Abstrakty

EN

The leadership-citizen relationship remains a critical determinant of supportive behavioral outcomes, especially in emerging settings where the effectiveness of purely rational appeals remains limited. Building upon this context, this study aims to investigate the relationship between a politician leader’s brand personality and followers’ behavioral outcomes due to the emotional bonds that exist between them. A sample of 338 follower respondents from a major South Asian country was surveyed, and the data were analyzed using higher-order structural equation modeling. This study provides novel insights into the mediating role of brand love in the context of political leadership brand personality, particularly within non-Western collectivistic cultures, proposing a culturally nuanced contribution to the leadership and branding literature within the field of management.

PL

Relacje między przywódcami a obywatelami pozostają kluczowym czynnikiem determinującym wyniki zachowań wspierających, zwłaszcza w nowych środowiskach, gdzie skuteczność czysto racjonalnych apeli pozostaje ograniczona. W oparciu o ten kontekst, niniejsze badanie ma na celu zbadanie związku między osobowością marki polityka a wynikami behawioralnymi zwolenników wynikającymi z emocjonalnych więzi między nimi. Przebadano próbę 338 zwolenników z dużego kraju Azji Południowej, a dane zostały przeanalizowane przy użyciu modelowania równań strukturalnych wyższego rzędu. Niniejsze badanie dostarcza nowych spostrzeżeń na temat pośredniczącej roli miłości do marki w kontekście osobowości marki przywódczej w polityce, szczególnie w nie-zachodnich kulturach kolektywistycznych, proponując uwzględnienie niuansów kulturowych w literaturze dotyczącej przywództwa i brandingu w dziedzinie zarządzania.

Słowa kluczowe

EN

leader’s brand personality; brand love; resistance to negative information; resistance to switch; brand advocacy

PL

osobowość marki lidera; miłość do marki; odporność na negatywne informacje; odporność na zmianę; promowanie marki

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2025
• Tom: Vol. 31, No. 2
• Strony: 56--70
• Opis fizyczny: Bibliogr. 61 poz., rys.

Twórcy

autor

Din Saif Ud

• Department of HRM, College of Business (COB) Rabigh, King Abdulaziz University, Jeddah, Kingdom of Saudi Arabia

• https://orcid.org/0000-0002-5096-8365

autor

Khan Muhammad Asif

• Department of Marketing, Operations and Systems, Faculty of Business and Law, Newcastle Business School, Northumbria University, United Kingdom

• https://orcid.org/0000-0002-5192-5578

autor

Farid Humaira

• Essex Business School, Essex University

autor

Bahudhailah Mohammed

• Department of HRM, College of Business (COB) Rabigh, King Abdulaziz University, Jeddah, Kingdom of Saudi Arabia

• https://orcid.org/0000-0001-8301-2047

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Uwagi

Opracowanie rekordu ze środków MNiSW, umowa nr POPUL/SP/0154/2024/02 w ramach programu "Społeczna odpowiedzialność nauki II" - moduł: Popularyzacja nauki (2025).