Purpose The purpose of this paper is to investigate the effect of perceived support from family-friendly policies and supervisors on job satisfaction of employees by incorporating work-family conflict as a mediator. Design/methodology/approach Primary data were collected from 369 employees working in different organizations from the service sector in India. Smart PLS software was used to perform partial least square structural equational modeling. Findings The result confirms that both family-friendly policies and supervisor support negatively influences the work-family conflict. Also, work-family conflict partially mediates between family-friendly policies and job satisfaction as well as between supervisor support and job satisfaction. Also, supervisor support directly influences the job satisfaction of the employees. Research limitations/implications Management needs to know the relevance of work-life policies and supervisor support to increase job satisfaction and reduce employees’ work-family conflict. Results will be useful for implementing family-friendly policies and designing training courses for the supervisors. This will make the workplace more family-friendly. Originality/value This study creates value for the employees in meeting their family obligations by reducing their work-family conflict. Organizations are benefited by attracting positive outcomes like satisfied employees, which will, in turn, lead to a more productive and happier workforce. Studies examining the influence of these policies and supervisory support on job satisfaction with work-family conflict as the mediating variable are difficult to find in the Indian context.

No abstract

No abstract

The purpose of this article is to investigate the role of brand personality as an effective tool to create positive perceived values and brand trust. The authors propose to establish a relationship between brand personality, perceived value and brand trust. The results present support for our inference that Lux as a brand enjoys positively perceived personality characteristics, which can be leveraged for developing a higher trust index. The questionnaire was developed by using measurement scales used by previous researchers. The instrument was evaluated for reliability and validity. The data was collected through a self-administered questionnaire. The results of statistical analysis show that trust in a brand is important when customers choose personal care products and that perceived value is significantly enhanced when customers have positive connotations of brand personality. To recapitulate, we concentrated on the relationship between brand and product in terms of personality dimensions and intended to investigate whether brand personality affects the consumers’ perceived value and acceptance of the brand as a trustworthy brand.

No abstract