Spirituality is an area of interest for management and business. But two issues confront it: the struggle to be amidst a utilitarian framework where spirituality is reduced as a means to forward profit-oriented goals and difficulty with spirituality’s subjective and multifaceted nature in business management. Challenges abound in determining which spirituality is appropriate. Business scholarship is dominated by a utilitarian view, which some more philosophically oriented scholars have opined to be counterintuitive to the real purpose of workplace spirituality. But some (...) recognize the significance of pragmatic and useful approaches, which this paper views as something integrated into the more philosophic approaches, particularly through virtue ethics. Thus, the authors offer the case for virtue, examined in the person of Corazon C. Aquino, Asia’s first woman president, who successfully bridged the gap between the sacred and secular. To appease both utilitarian and more metaphysical orientations, this research stipulates that for every value-added service rendered to others, there is a corresponding virtue enhancement in the person. (shrink)

It is not uncommon for business institutions to position themselves as stakeholder-caring companies or organizations. However, there is little research on conceptualizing stakeholder-caring as a component of brand image. Through a theoretical lens of brand-consumer interactions, this paper introduces a new construct—stakeholder-caring image—and proposes a model that examines stakeholder-caring’s antecedents (integrity and courtesy) and its consequence (customer satisfaction). The two antecedents—integrity and courtesy—capture intrinsic and extrinsic aspects of brand-consumer interaction practice, respectively, while the consequence (customer satisfaction) is one important behavioral (...) outcome in marketing. The proposed model was tested with Hong Kong customers (n = 296) via a systematic survey. The data were analyzed using LISREL. Several measurement and structural models were constructed to test the proposed hypotheses. The findings reveal that the effect of integrity on customer satisfaction is mediated by a stakeholder-caring image. However, contrary to the conventional wisdom, we surprisingly find that courtesy is not effective to build a stakeholder-caring image. Managerially, this research offers guidance on how to develop stakeholder-caring image and subsequently increase customer satisfaction. In addition, we discuss the nuanced distinction between a stakeholder-caring image and related brand constructs, such as “sincerity” in Aaker’s (1997) brand personality framework. (shrink)