This cross-cultural study (individualistic vs. collectivistic culture) applies construal level theory, exploring the impact of cause familiarity on brand attitudes and how cause–brand fit mediates this link. The study also examines how perceived betrayal moderates the relationship between cause–brand fit and brand attitude. Data collection involved 455 participants from French and Turkish cultures via snowball sampling. Findings show cause familiarity significantly influences brand attitude, with attitude toward fit in a cause–brand alliance as a mediator. Perceived betrayal also moderates the cause–brand fit and brand attitude relationship, shedding light on the positive effects of aligning with a familiar cause on brand attitudes, emphasizing the crucial role of fit in such alliances.
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This study explores the influence of legal uncertainties on the process of innovating human resources (HR) practices in developing countries. Through a case study focused on introducing remote work within Kazakhstan’s Technical Gas Industry during a healthcare crisis, we examine the multifaceted challenges and opportunities that emerge when navigating a complex legal landscape. Our findings reveal that legal uncertainties, stemming from inadequacies in legislation and the tightness of norms, significantly impede the ability to adapt and modernize HR practices during crises. Furthermore, the criticality of the company’s position within the industry, combined with a low degree of legal enforcement, underscores the concept of ‘responsibilization’ among HR professionals. This phenomenon compels HR practitioners to assume greater responsibility and make strategic decisions that occasionally push the boundaries of existing laws and regulations. In this context, we propose a novel conceptualization of responsibilization, distinct from empowerment, as it involves embracing negative legal consequences associated with proactive decision-making during crises. This study contributes significantly to our understanding of how legal uncertainties influence the process of HR innovation in developing countries, highlighting the intricate interplay between regulatory frameworks, crisis management, and organizational transformation.
- Research
- Digital Transformation, Human Resources Management
