Virtual anime endorsement has been prevalent as an advertising strategy, and many companies invest massive amounts of money into virtual endorsements. While previous studies have found that endorser-product congruence is related to consumer brand attitude and purchase intention, it is not known whether moderate incongruence between a virtual anime endorser and a product has a positive influence on brand attitude and purchase intention. This study developed a 1 × 2 experiment to investigate the influences of virtual anime endorser–product congruence and (...) moderate the endorser–product incongruence on consumer brand attitude and purchase intention. Product involvement played a key moderating role in the relationships of virtual anime endorser–product congruence and the endorser–product incongruence with consumer attitudes. A total of 919 participants were recruited from animation-related venues and stores in Taiwan. The findings of this study validated the interaction effects of virtual anime endorser-product congruence and incongruence on these two consumer responses, i.e., brand attitude and purchase intention. This study further investigated the moderating effect of product involvement in the relationships of virtual anime endorser–product congruence and moderate the endorser–product incongruence with consumer responses. The findings of this study provide a valuable reference regarding endorsers and product patterns through which enterprises can maximize their value. (shrink)

Employees view compulsory citizenship behavior as concessionary behavior they undertake because of pressure exerted by their organizations. This study applies affective events theory to CCB-workplace deviance relationships, and impression management theory to CCB-facades of conformity relationships, to posit that employee emotional exhaustion is an essential mediating factor that effectively explains how CCB contributes to workplace deviance and facades of conformity. This study utilizes two mediation models to investigate whether employees’ CCBs are positively related to their work deviance and false behavior, (...) and how emotional exhaustion mediates those relationships. Two-wave data collected from 655 valid participants in a public sector bank and a large private bank in Taiwan supported our hypotheses. We conducted surveys with volunteer employees that included CCB, emotional exhaustion, facades of conformity, and work deviance. The results of this study uncovered statistically significant relationships between CCB and work deviance and between CCB and facades of conformity and revealed that emotional exhaustion significantly mediated these relationships. Implications and directions for future study are discussed. (shrink)

Workplace bullying is a reality in organizations. Employees’ experiences of workplace bullying can produce their voice that intends to challenge the status quo at work and can damage their physical health. This study examines the effects of workplace bullying on employee voice and physical health issues and considers individuals’ emotional reactions as a critical mechanism operating between workplace bullying and its consequences in workplace situations. Emotional exhaustion mediates the influence of workplace bullying on employee voice and damaged health. Data for (...) 694 employees from a large Taiwanese retail organization revealed that workplace bullying relates to its outcomes at work. The findings of this study show that emotional exhaustion is a critical mechanism between workplace bullying and its consequences, i.e., employee voice and health issues. A time-lag study design is applied to reduce common method bias. (shrink)