2022 | Academic Journal | Research

More: Masstige marketing could be attractive to luxury brands to reach a wider market, though success is difficult. This study proposes co-branding as an alternative strategy for luxury brands to achieve masstige. Luxury brands can ally with mass brands to leverage their strength in mass marketing. Because luxury and mass are conceptually opposing ideas, co-branding between the two can be difficult. However, this study identifies brand coolness as a key attribute to create perceived fit between luxury and mass brands. The results show that brand coolness of mass brand affects perceived fit, which impacts attitude toward the co-branded product and its purchase intention. Additionally, self-brand connection with the luxury brand moderates this effect, and product category involvement negatively impacts perceived fit. The results have implications for brand managers who wish to select partners for masstige co-branding. The article concludes by proposing methods to create congruence among opposing brand concepts.

Author:	Satoshi Akutsu, fumiaki Katsumura, Shohei Yamamoto
Year:	2022
URL:	https://doi.org/10.3389/fpsyg.2022.812821

More: The present study examined the direct and indirect (via workaholism) relationships between competitive work environments and subjective unhealthiness. It also examined the effects of adjusting for cognitive distortions in the relationship between a competitive work environment and subjective unhealthiness and between a competitive work environment and workaholism. Data were collected from 9,716 workers in various industries, occupations, and positions. The results show that competitive work environments were positively related to subjective unhealthiness, both directly and through workaholism. Furthermore, cognitive distortions moderated the positive effect between a competitive work environment and workaholism, and the positive relationship was stronger when cognitive distortions were high (as compared to low). This study has important and practical implications for companies that are increasingly concerned about the health of their employees.

Author:	Satoshi Akutsu, Ramesh Krishnan, Jinju Lee
Year:	2022
URL:	https://doi.org/10.1111/jpr.12417

More: Drawing on various studies, we provide a holistic view incorporating different nested cultural contexts, organizational shame, and health outcomes. We introduce the concept of organizational shame and explain its two key domains: conformity and status/competition. Then, we comprehensively review prior studies on cultural approaches to shame and propose our cultural variance model of organizational shame. Our model illustrates an equilibrium, exhibiting dominant and stable patterns of shame domains formed by reinforcing relationships among three key nested contextual layers: individuals (workers), organizations (firms), and the labor market. We apply our model to discuss general and occupational implications and outline future research directions. Thus, we hope to conceptualize organizational shame within the dynamic contexts of organizations and cultures.