Marketers' psychological capital and performance

Abstract

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -Realizing the importance of psychological capital of marketers for their work, the authors aim to investigate the mediating role of quality of work life, job effort, and job attractiveness in the relationship between psychological capital and job performance of marketers in a transitioning market, Vietnam. Design/methodology/approach -To test the mediating role of quality of work life, job effort, and job attractiveness in the relationship between psychological capital and job performance, the authors used a survey data set collected from 696 marketers working for various types of firms in Ho Chi Minh City, Vietnam. Findings -The authors found that psychological capital has both direct and indirect impacts, mediated by quality of work life, job attractiveness, and job effort, on job performance of marketers. Practical implications -The findings suggest that firms should pay attention to psychological capital in their recruiting, training, and development programs. Originality/value -This study documents the mediating role of quality of work life, job effort, and job attractiveness in the relationship between psychological capital and job performance of marketers in a transitioning market, Vietnam.

Potential Contributions of Psychological Capital to the Research Field of Marketing

“…The use of goal directed mechanisms involve implementation of positive psychology in the initial years of business. As a matter of fact, after a few years, psychological capital can be used as a process of self-evaluation for the process of business (Dinh Tho et al, 2014). The use of psychological capital has in fact been found to affect the entrepreneurial decisions in a positive manner.…”

Marketing management and optimism of Afghan female entrepreneurs

“…(3) Do you manage the use of computers for business yourself? to measure this scale. We considered the context of the studies we reviewed and our study and selected the closest survey instrument we could find and adapted some of its items to fit with the context of our study and adopted others as they are, see, for example, Shintaro and Taylor (2013) for adoption and Dinh Tho et al. (2014) for adaptation. We also asked subject matter experts, including local Afghan entrepreneurs, Afghan government officials and professors at the American University of Afghanistan, and faculty at the authors’ respective universities to review the instruments and give opinion about the chosen data collection method.…”

“…Given the aversion to nontraditional work roles for women in Afghanistan, it is likely that prior findings related to greater time investment devoted to family responsibilities that limit the time (another important human capital input) they have available to commit to a new venture (Achtenhagen and Tillmar, 2013; Jennings and McDougald, 2007; Treanor, 2009) and this, in turn, will also impact their business goals and outcomes. This was evident in the Dinh Tho et al (2014) study where the women’s domestic responsibilities clearly impacted the time they were able to devote to their new ventures. Thus, fertility, proxied by the number of children being raised by entrepreneurs is expected to negatively impact perceived optimism.…”

“…Psychological capital (PsyCap) elements are key in creating completive advantage (Dinh Tho et al , 2014). PsyCap enhances not only job performance (Luthans et al , 2005, 2008) but also job satisfaction.…”

“…Marketing functions naturally deal with exterior environment and this environment includes customers, suppliers, competitors and many others stakeholders in that environment and marketers are expected to not only cope with all the pressure that originates from uncertainty, adversity, and many other challenges (Dinh Tho et al , 2014) but also deal with them and transform them into opportunities and here is the clear resemblance and connection between marketing function and entrepreneurship as hope, optimism and resilience are instrumental ingredients in achieving a positive outcome for both. Hence, marketing functions and optimism are essential elements of a successful entrepreneurship endeavor, and that explains why we found a significant relationship between entrepreneurship and the marketing functions.…”