Vol. 10(10) December 2017
The role of the Human Relations School vis a vis today’s
Human Resource Management
Busse Ronald and Warner Malcolm
In this research note, we speculate about how management
theory might have evolved without the influence of the Hawthorne bias. This will,
in turn, lead us to question the Hawthorne ‘bequest’ for the Human Relations School
(HRS), Human Resource Management (HRM) and Organizational Behaviour (OB). We hope
to open a debate on managerial elites and by that on potential benefits through
leaving the ‘straightjacket’ of Frederick Winslow Taylor (1856- 1915) and his notions
of Scientific Management (SM) on the one hand, or the possible disadvantages through
a rather subtle form of psychological and moral control of the workforce with the
HRS on the other hand. We then seek to shed light on the change between ‘rational’
and ‘normative’ interpretations and the problem that the episodic rhythm of ‘ideology’
wavechanges may or may not be based on ‘false facts’. In last, we qualify our own
and other scholars’ critique on the Hawthorne studies, as we attempt to empathize
with contemporary perspectives.
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A Study on the Impacts of Endorser Type and Involvement
Level in Large-Scale Sports Events on Endorsers’ Credibility and Advertising Effectiveness
Chuang Hsiang-Ta, Tsai Yi-Chih and Wu Tzu-Ying
This study investigated the Universiade event to explore
the impacts of endorser type and involvement on endorsers’ credibility and advertising
effectiveness. An experimental design was applied. Endorser type (professional athlete
endorser/non-athlete endorser) and involvement degree (high/low involvement) were
set as the independent variables and endorsers’ credibility and advertising effectiveness
were set as dependent variables. The effects of the independent variables on differences
in the dependent variables were examined. With regard to the design of the experimental
conditions, the questionnaire survey method was employed. The participants in this
study were university students. Four different experimental conditions were designed,
with a total of 125 participants. The experiments explored the impacts of consumer
involvement on endorsers’ credibility and advertising effectiveness for different
types of endorsers. The differences between the two variables were also observed.
Thus, 2×2=4 group experiments were conducted. The results in this study indicated
that endorser type and involvement level had significant effects on endorsers’ credibility.
The credibility of professional athlete endorsers was significantly higher than
that of non-athlete endorsers. Endorser type and involvement level were found to
significantly affect advertising effectiveness. The advertising effectiveness of
professional athlete endorsers was significantly higher than that of nonathlete
endorsers. Moreover, professional athlete endorsers and high involvement levels
resulted in higher endorser credibility and advertising effectiveness, indicating
a significant interaction effect of endorser type and involvement level on endorsers’
credibility and advertising effectiveness. Thus, higher relevance of endorsers with
regard to sports events increases their influence on advertising effectiveness.
Sportsmen endorsing sports events have a greater impact on consumers than those
who are not professional sportsmen. They are better able to create positive marketing
benefits for a sports event brand. In view of developments in media, enterprise-media
interaction is an important link in effective sports marketing. Therefore, when
selecting sports event endorsers, companies must consider endorser type and involvement
levels.
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A Study of Runners' Marathon Race Participation Motivations,
Service Satisfaction and Perceived Leisure Benefits
Hung Hsiao-Ching
The purpose of this study is to understand the marathon
race participation motivations of the runners, the satisfaction of the service and
the leisure benefits of self-perception. The questionnaire survey was conducted
to facilitate the sampling of the participants in the Kinmen Marathon Race. The
questionnaire data was analyzed by descriptive statistics and SEM statistical analysis.
The results showed that:
1. Marathon participants participate motivations have a positive influence on the
service satisfaction of race.
2. Marathon participants' motivations and satisfaction with event services have
a positive influence on selfperceived leisure benefits. Based on the results of
the study, this study presents recommendations for prospective researchers and the
organizers of the marathon race.
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Mediation of Brand Equity on Word of Mouth: A Study
with Special Reference to Customers of Fashion Products in India
Hamza V.K. and Gupta Rahul
Brand Equity has been considered as the intervening variable
among several antecedents to consequences. This study hypothesized the function
of Brand Equity as a mediator between Brand Awareness, Brand Association, Brand
Image, Perceived Quality and Brand Loyalty towards Word of Mouth. The results of
the study stated that the Brand Equity fully mediated certain antecedents and partially
mediated with others. The absence and subsistence of mediation for brand equity
among the antecedents and consequences have been proved with respect to the Fashion
Industry in India.
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